Elements and Performance Criteria

The Range Statement statement provides details of the scope of the Elements and Performance Criteria to allow for differences within enterprises and workplaces, including practices, knowledge and requirements. The Range Statement also provides a focus for assessment and relates to the unit as a whole.

Range description

Type of products and services provided

Business policy and procedures in regard to selling products and services

Size, type and location of business

Business merchandise range

Strategic measurement and evaluation systems and processes

Characteristics of the specific product(s) or service(s)

Management structure and communication relationships

Existing business models and IT infrastructure

Form of web presence and level of e-commerce readiness

Current and emerging applications and technology

Customers including other businesses or end consumers serviced through business customers or directly

Varying levels of staff training

Worksite specific context, variations and environments

Workplace Context

Workplace-specific guidelines, policies and practices

Conditions of service, legislation and industrial agreements

Consultative processes may involve

staff members

teams

management

union representatives

Industrial relations, OH&S specialists

Privacy Act

Other professional or technical staff

Relevant personnel may vary with context, level of employment, ascribed duties, nature of enquiry or response required.

Applicable State/ Territory/ Commonwealth regulations and legislation may include

Occupational Health and Safety

Workplace relations

Workers compensation

Industry codes of practice

License, patent or copyright arrangements

Environmental protection legislation

Equal Employment Opportunity and anti-discrimination law

Emergency procedures

Transport, storage and handling of goods

Sales Tax Act

Australian Competition and Consumer Commission (ACCC) provisions

Trade Practices Act

Sources of information may include

Legislation and regulations

Work procedures and internal manuals

Company operating procedures and instructions

Manufacturer's specifications

Supplier and/ or customer instructions

Manifests

Codes of practice

Quality assurance systems, procedures and policies

Awards, workplace agreements, and other industrial arrangements

Oral/ verbal communication including face to face, telephone, Internet, radio, and such like

Written instructions and communication such as data exchange, letters, e-mails

Non-verbal communication

Feedback

Safety instructions and workplace signage

Direct or indirect

Electronic or hard copy

Policy and protocols

Types of standards, performance benchmarks or specifications may include

Australian Standards

International Standards

Professional standard

Industry standards

Performance indicators

Quality measures and criteria

Planning milestones and timeframes

Design brief

Manufacturers and suppliers standards

Critical documents

Business plans, marketing plans, technical specifications of existing technologies

Business critical factors

Response times, scalability, traffic, data knowledge/ management, security, customer demographics, customer confidence and expectations

E-business or e-retailing solutions may involve

Implementation in a green field sites

Integration of new solutions with existing IT infrastructures and business processes

Integration with basic e-commerce solutions, that include different business models depending on the final requirement

Integration across operations at different levels of e-business development involving a mix of the above.

Supply arrangements may include

Delivery of products

Provision of services

Maintenance and support agreements

Leasing agreements/ consultancies

Research and development

Means to retain or acquire customers online may include consideration of

Retention campaigns and programs

Resource planning

Sales strategies

Pricing strategies

Promotion and distribution strategies

Retention and loyalty programs

Web search and access relationships

Competitor activities

Online customer preferences and buying behaviours

Business relationships may be influenced by

Due diligence requirements

Value or money

Risk sharing

Market position

Planning cycles and the time of the year

Cost/ Price analysis

Terms and conditions agreed

Intellectual property and technology rights

Value management

Continuous improvement

Supply chain management

Infrastructural and capital outlay requirements

Organisational systems integration and compatibility

Suppliers may be

Commercial companies

Public agencies or organisations

Governments

Community and not-for-profit organisations

Internal

Applications and technology may include

A wide range of hardware including but not limited to routers, bridges, servers, PCs, drives, switches, printers, hubs, modems, personal organisers, firewalls, peripherals etc

A wide range of software including but not limited to network operating systems, payment software, PC operating systems, database software, encryption protocols, accounting software, web browser software, website building software, spreadsheet software etc

Evaluation of options may include

Stakeholder consultation

Confirmation that a procurement process is necessary

Development of a business case

Comparison of internal versus outsourced provision

Whether to buy or lease

Performance indicators for suppliers may include

Price

Quality

Performance

Supply reliability

Merchandise

The following components of the Evidence Guide relate directly to the Performance Criteria and the Range Statement for the unit of competency and will inform and provide guidance for assessment of the unit in the workplace and/or training program.
Critical aspects of evidence
Assessment requires evidence of the following products to be collected:
Sales and service targets are maximised given all factors impacting online markets/ product or service delivery
Online market share is determined and maximised through implementation of agreed strategy
Accurate and carefully researched basis for online positioning
Confirmation of web presence impact on business relationships
Online sales and service strategy maximise customer retention and brand loyalty
Online customers preferences are known
Establishes data collection and processing tools and techniques than can determine current and future service and sales strategies

Underpinning knowledge and skills
Display knowledge in terms of job role or function, including the ability to:
Customer relationship management systems
Data collection and processing technologies, techniques and tools
Means to share data with suppliers and business partners according to legal provisions and business policies
Impact of sales and service systems on operational cost efficiencies
Impact of online customer retention and retrieval strategies on revenue
Analysis and reporting requirements for a range of online customer sales and service strategies
Strategies that reinforce online service relationships
Business policies and procedures that can hinder capacity of online systems to meet customer preferences
Occupational health and safety aspects of the job
Relevant privacy, world wide web standards, commercial law and legislation
Display skills in terms of job role or function, including the ability to:
Determine online customer preferences and needs
Benchmark the positioning of major competitors for online sales and services
Establish systems to measure the ability of online strategies to meet specific customer requests/ preferences
Seek out value add opportunities
Identify special events and anticipate customer demands
Implement joint online sales and service plans with business partners
Develop online sales and service reports
Provide recommendations for improving online sales and service.

Assessment Process
For valid and reliable assessment of this unit, evidence should be gathered through a range of methods to indicate consistent performance.
It can be gathered from assessment of the unit of competency alone, through an integrated assessment activity or through a combination of both.
Evidence should be gathered as part of the learning process.

Integrated Competency Assessment
Evidence is most relevant when provided through an integrated activity which combines the elements of competency for each unit, or a cluster of units of competency.

The candidate will be required to:

Apply knowledge and skills which underpin the process required to demonstrate competence, including appropriate key competencies.
Integrate knowledge and skills critical to demonstrating competence in this unit.
Unit WRRO15A can be assessed with other units which make up a particular job function.

Evidence gathering methods

Evidence should include products, processes and procedures from the workplace context or from a simulated work environment. Evidence might include:

Observation of the person in the workplace
A simulated role play
Third party reports from a supervisor
Customer feedback
Answers to questions about specific skills and knowledge

Resources Required
A real or simulated work environment

Relevant documentation, such as:

legislation and statutory requirements
occupational health and safety requirements
industry codes of practice
information and performance data on existing business model and IT infrastructure

Access to information on:

markets
competitors
products and services
suppliers
new technology

There are a number of processes that are learnt throughout work and life which are required in all jobs. They are fundamental processes and generally transferable to other work functions. Some of these are covered by the key competencies, although others may be added. The questions below highlight how these processes are applied in this unit of competency. Following each question a number indicates the level to which the key competency needs to be demonstrated where 0 = not required, 1 = perform the process, 2 = perform and administer the process, and 3 = perform, administer and design the process.
Communicating ideas and information
Communication of ideas and information will be applied when conveying information about the online strategy to relevant personnel. (3)

Collecting analysing and organising information
Information on consumer attitudes and behaviours and the requirements to protect the brand will need to be collected, analysed and organised. (3)

Planning and organising activities
The development, monitoring and enhancement of online sales and service strategies require activities to be planned and organised. (3)

Working with others and in teams
Team work will be applied when seeking information from others and reporting outcomes. (3)

Using mathematical ideas and techniques
Mathematical ideas and techniques are required when setting sales budgets, analysing results and collecting data on customer behaviour. (3)

Solving problems
Problem solving skills will be applied when analysing the impact of online strategies and ensuring continuous improvement of online sales and service. (3)

Using technology
The use of technology will be applied throughout this unit. (3)