Elements and Performance Criteria

Range statement
The Range Statement provides advice to interpret the scope and context of this unit of competency, allowing for differences between enterprises and workplaces. It relates to the unit as a whole and facilitates holistic assessment. The following variables may be present for this particular unit:
Legislation, codes and national standards relevant to the workplace may include:
award and enterprise agreements
national, State/Territory legislative requirements especially in regard to Occupational Health and Safety
industry codes of practice
OECD International Guidelines for Consumer Protection in E-Commerce
copyright laws
privacy legislation
intellectual property, confidentiality requirements
legal and regulatory policies affecting e-business
e-business is:
every type of business transaction in which the participants (ie suppliers, end users etc) prepare or transact business or conduct their trade in goods or services electronically (Definition of e-commerce in E-competent Australia, ANTA, May 2000)
Customer relationship management refers to:
methods of building customer loyalty, and developing partnerships that have mutual benefits for customers and the enterprise
Customer loyalty strategies may include:
reward schemes
credit or discount facilities
customer 'clubs'
Technologies serving online customers may include:
Internet
email
facsimile
telephone
call centres
mobile technology
wireless technology
satellite technology
Up-selling refers to:
increasing the value of customer orders
Cross-selling refers to:
introducing additional products or services to customers outside the expected product range
Legal and ethical requirements may include:
privacy
confidentiality
security
legislation
regulations
codes of practice
ethical principles
policies and guidelines
society's expectations
cultural expectations and influences
social responsibilities eg protection of children, environmental issues
Multiple channels may include:
Internet
email
facsimile
telephone
post
Information and history may include:
demographic information
psychographic information
purchasing history
transaction values
promotion responses
acquisition sources
Range statement
The Range Statement provides advice to interpret the scope and context of this unit of competency, allowing for differences between enterprises and workplaces. It relates to the unit as a whole and facilitates holistic assessment. The following variables may be present for this particular unit:
Legislation, codes and national standards relevant to the workplace may include:
award and enterprise agreements
national, State/Territory legislative requirements especially in regard to Occupational Health and Safety
industry codes of practice
OECD International Guidelines for Consumer Protection in E-Commerce
copyright laws
privacy legislation
intellectual property, confidentiality requirements
legal and regulatory policies affecting e-business
e-business is:
every type of business transaction in which the participants (ie suppliers, end users etc) prepare or transact business or conduct their trade in goods or services electronically (Definition of e-commerce in E-competent Australia, ANTA, May 2000)
Customer relationship management refers to:
methods of building customer loyalty, and developing partnerships that have mutual benefits for customers and the enterprise
Customer loyalty strategies may include:
reward schemes
credit or discount facilities
customer 'clubs'
Technologies serving online customers may include:
Internet
email
facsimile
telephone
call centres
mobile technology
wireless technology
satellite technology
Up-selling refers to:
increasing the value of customer orders
Cross-selling refers to:
introducing additional products or services to customers outside the expected product range
Legal and ethical requirements may include:
privacy
confidentiality
security
legislation
regulations
codes of practice
ethical principles
policies and guidelines
society's expectations
cultural expectations and influences
social responsibilities eg protection of children, environmental issues
Multiple channels may include:
Internet
email
facsimile
telephone
post
Information and history may include:
demographic information
psychographic information
purchasing history
transaction values
promotion responses
acquisition sources

The Evidence Guide identifies the critical aspects, knowledge and skills to be demonstrated to confirm competency for this unit. This is an integral part of the assessment of competency and should be read in conjunction with the Range Statement.
Critical aspects of evidence
Integrated demonstration of all elements of competency and their performance criteria
Integrated strategies for customer relationship management targeted to particular customer segments
Underpinning knowledge*
* Required knowledge/skills is to be limited to that which is sufficient to perform the particular workplace competency
Relevant legislation from all levels of government that affects business operation, especially in regard to Occupational Health and Safety and environmental issues, equal opportunity, industrial relations and anti-discrimination
Market segmentation
Influences on consumer behaviour
Marketing fundamentals
e-business culture
e-business terminology
Legal and ethical requirements
Underpinning skills
Computer skills for using customer relationship management software and online databases, and navigating the Internet
Literacy skills to interpret requirements and develop customer loyalty strategies
Numeracy skills for evaluation of data and statistical data interpretation to identify trends
Communication skills to personalise customer service and implement strategies
Ability to relate to people from a range of social, cultural and ethnic backgrounds and physical and mental abilities
Resource implications
The learner and trainer should have access to appropriate documentation and resources normally used in the workplace
Consistency of performance
In order to achieve consistency of performance, evidence should be collected over a set period of time which is sufficient to include dealings with an appropriate range and variety of situations
Context/s of assessment
Competency is demonstrated by performance of all stated criteria, including paying particular attention to the critical aspects and the knowledge and skills elaborated in the Evidence Guide, and within the scope as defined by the Range Statement
Assessment must take account of the endorsed assessment guidelines in the Business Services Training Package
Assessment of performance requirements in this unit should be undertaken in an actual workplace or simulated environment
Assessment should reinforce the integration of the key competencies and the business services common competencies for the particular AQF level. Refer to the Key Competency Levels at the end of this unit
Three levels of performance denote level of competency required to perform a task.
1. Perform
2. Administer
3. Design
Collecting, analysing and organising information - to gather customer intelligence from multiple sources (3)
Communicating ideas and information - to customers via multiple communication channels (3)
Planning and organising activities - to segment the online customer market (3)
Working with teams and others - to personalise customer services (3)
Using mathematical ideas and techniques - to analyse data (2)
Solving problems - to customise products and services (3)
Using technology - to manage customer loyalty strategies (2)
The Evidence Guide identifies the critical aspects, knowledge and skills to be demonstrated to confirm competency for this unit. This is an integral part of the assessment of competency and should be read in conjunction with the Range Statement.
Critical aspects of evidence
Integrated demonstration of all elements of competency and their performance criteria
Integrated strategies for customer relationship management targeted to particular customer segments
Underpinning knowledge*
* Required knowledge/skills is to be limited to that which is sufficient to perform the particular workplace competency
Relevant legislation from all levels of government that affects business operation, especially in regard to Occupational Health and Safety and environmental issues, equal opportunity, industrial relations and anti-discrimination
Market segmentation
Influences on consumer behaviour
Marketing fundamentals
e-business culture
e-business terminology
Legal and ethical requirements
Underpinning skills
Computer skills for using customer relationship management software and online databases, and navigating the Internet
Literacy skills to interpret requirements and develop customer loyalty strategies
Numeracy skills for evaluation of data and statistical data interpretation to identify trends
Communication skills to personalise customer service and implement strategies
Ability to relate to people from a range of social, cultural and ethnic backgrounds and physical and mental abilities
Resource implications
The learner and trainer should have access to appropriate documentation and resources normally used in the workplace
Consistency of performance
In order to achieve consistency of performance, evidence should be collected over a set period of time which is sufficient to include dealings with an appropriate range and variety of situations
Context/s of assessment
Competency is demonstrated by performance of all stated criteria, including paying particular attention to the critical aspects and the knowledge and skills elaborated in the Evidence Guide, and within the scope as defined by the Range Statement
Assessment must take account of the endorsed assessment guidelines in the Business Services Training Package
Assessment of performance requirements in this unit should be undertaken in an actual workplace or simulated environment
Assessment should reinforce the integration of the key competencies and the business services common competencies for the particular AQF level. Refer to the Key Competency Levels at the end of this unit
Three levels of performance denote level of competency required to perform a task.
1. Perform
2. Administer
3. Design
Collecting, analysing and organising information - to gather customer intelligence from multiple sources (3)
Communicating ideas and information - to customers via multiple communication channels (3)
Planning and organising activities - to segment the online customer market (3)
Working with teams and others - to personalise customer services (3)
Using mathematical ideas and techniques - to analyse data (2)
Solving problems - to customise products and services (3)
Using technology - to manage customer loyalty strategies (2)