Elements and Performance Criteria

The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.

industry or sector
geographic location
size of business
growth of business

the lifecycle of the industry
depth and strength of competition in the market place
purchasing power and control of customers
strength and influence of suppliers
availability/cost of inputs
technology changes
exchange rate changes
regulatory changes
environmental conditions/changes

quantitative market research
qualitative market research such as focus groups
long term tracking studies
customer satisfaction surveys
feedback from frontline customer service staff

number of transactions per month per customer
number of services (loans, online banking, night-safe, merchant EFTPOS etc) used per customer
shift in type of services (eg to online banking, electronic payments versus cheques etc)

business loans
overdrafts
commercial bills
interest bearing accounts
off-set business mortgages
statutory trust accounts
access to night-safes
business credit cards
hire purchase
business leases
novated leases
savings/cash management accounts
superannuation

outbound telemarketing
response to inbound calls resulting from a marketing offer
mail-outs
media offers
branch or regionally based initiatives

sales of products achieved
level of up-selling or cross-selling
retention of customers
growth of new customers
level of recall of products or services by customers
increase in number of products/services used per customer

The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package.
Overview of assessment

To achieve competency in this unit, a person must be able to demonstrate:

the skills necessary to analyse and segment the small business market and identify effective and commercially successful products to meet the varying needs of the market segments
the ability to construct effective communications campaigns and to monitor success

Evidence required for demonstration of consistent performance:
Competence in this unit must be assessed over a period of time in order to ensure consistency of performance over the Range Statement and contexts applicable to the work environment.

Delivery/assessment relationship to other units:
This unit may be assessed on its own or it may be assessed with other units that cover related skills and knowledge.
Evidence is most relevant when provided through an integrated activity which combines the elements of competency for the unit, or a cluster of units of competency.

Method of assessment:
For valid and reliable assessment of this unit, evidence should be gathered through a range of methods to indicate consistent performance.
Assessment of this unit of competence will usually include observation of processes and procedures, oral and/or written questioning on underpinning knowledge and skills and other methods as required.

Context of assessment:
This unit may be assessed in the workplace or in a simulated environment.

Resources required for assessment:
Assessment of this unit of competence requires access to company policies and practises and the technology/systems used by the company to provide services to small business customers.