Unit of competency Outline
Date retreived
22/07/2026 4:47 AM AWST
22/07/2026 4:47 AM AWST
Whilst all efforts are made to provide accurate and timely information from the relevant source/documentation, please be aware that the information supplied may not be the most current version. The accuracy of the detail has not been confirmed by the Department and therefore should not be relied upon without first confirming the contents.
Build retail relationships and sustain customer loyalty
Build retail relationships and sustain customer loyalty
Unit of competency
National Code
SIRXCCS408
SIRXCCS408
State Code
WD954
WD954
TGA Status
Replaced
Replaced
DTWD Status
Replaced
Replaced
State Implementation and Classification
Approved Date
07/01/2013
Field of Education
080399 - Business And Management, N.e.c.
Original Release Date
07/01/2013
Nominal Hours
40
Description
This unit describes the performance outcomes, skills and knowledge required to monitor and analyse systems and data relating to customer behaviour and relationships; and to plan and implement improvements to systems, processes and strategies to build retail relationships and sustain customer loyalty. It also covers engaging staff in research activities and encouraging staff participation in the selection and implementation of improvements and new strategies.
Notes
Elements and Performance Criteria
1. Review customer relationship management systems.
- 1.1.Identify and communicate objectives of review of organisation’s customer relationship management (CRM) systems and engage staff in the process.
- 1.2.Lead evaluation of organisation’s customer relationship data collection and analysis procedures to assess contribution to current business needs.
- 1.3.Lead research into innovations in CRM systems and procedures and evaluation of applicability to organisational requirements.
- 1.4.Lead research and selection of customer profiling data that would assist the organisation in building a sustainable competitive advantage.
- 1.5.Consider and document proposals to enhance current organisational CRM capabilities and distribute to relevant personnel.
- 1.6.Contribute to the selection and implementation of proposals according to scope of role and responsibilities.
2. Monitor and analyse customer behaviour.
- 2.1.Identify and communicate objectives of analysis of customer behaviour and engage staff in the process.
- 2.2.Monitor customer relationship data collection to ensure enhanced CRM systems and procedures are implemented and provide value.
- 2.3.Lead a review of current customer relationships and loyalty levels and set targets for enhanced outcomes.
- 2.4.Lead research into customer demand for emerging products, services and strategies and evaluate applicability to business goals.
- 2.5.Analyse internal and external data to identify trends in customer behaviour and predict future preferences.
- 2.6.Consult on findings with staff team and other relevant personnel to identify trends and preferences to be addressed in the short and long term.
3. Select and plan targeted events, offers and programs.
- 3.1.Identify and communicate objectives of events, offers and programs and engage relevant staff in the selection and planning process.
- 3.2.Lead a review of customer participation in, and response to, past events, offers and programs to identify improvements and new ideas.
- 3.3.Lead a review of CRM and external customer behaviour data to identify potential relationship strengthening strategies for different customer target groups.
- 3.4.Lead research into emerging strategies for building customer relationships and loyalty, and evaluate applicability to business goals.
- 3.5.Consult with staff team and other relevant personnel to select cost-effective events, offers and programs for implementation.
- 3.6.Lead staff team in planning and scheduling events, offers and programs.
4. Promote targeted events, offers and programs.
- 4.1.Organise preparation of equipment and materials for planned events, offers and programs.
- 4.2.Coordinate notification of relevant stakeholders for each event, offer or program.
- 4.3.Manage promotion of events, offers and programs.
- 4.4.Lead review of customer responses to events, offers and programs and implementation of refinements as required.
Not applicable.
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.
Critical aspects for assessment and evidence required to demonstrate competency in this unit
Evidence of the following is essential:
leads staff participation in review of CRM systems and procedures
consults on, selects and implements enhancements to CRM capabilities
leads staff participation in:
review of customer relationships and loyalty levels
planning and scheduling events, offers and programs
sets targets for increased loyalty
identifies customer trends and preferences
manages promotion of events, offers and programs
reviews customer responses to events, offers and programs.
Context of and specific resources for assessment
Assessment must ensure access to:
a retail work environment
customer profiling data
new and returning customers
organisational customer relationship management system, including documented procedures
retail customer service and sales teams.
Method of assessment
A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:
observation of performance in the workplace
a role play
customer feedback
answers to questions about specific skills and knowledge
review of portfolios of evidence and third-party workplace reports of on-the-job performance.
Guidance information for assessment
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended.
Critical aspects for assessment and evidence required to demonstrate competency in this unit
Evidence of the following is essential:
leads staff participation in review of CRM systems and procedures
consults on, selects and implements enhancements to CRM capabilities
leads staff participation in:
review of customer relationships and loyalty levels
planning and scheduling events, offers and programs
sets targets for increased loyalty
identifies customer trends and preferences
manages promotion of events, offers and programs
reviews customer responses to events, offers and programs.
Context of and specific resources for assessment
Assessment must ensure access to:
a retail work environment
customer profiling data
new and returning customers
organisational customer relationship management system, including documented procedures
retail customer service and sales teams.
Method of assessment
A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:
observation of performance in the workplace
a role play
customer feedback
answers to questions about specific skills and knowledge
review of portfolios of evidence and third-party workplace reports of on-the-job performance.
Guidance information for assessment
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended.
Replaced By
| State Code | National Code | Title | Type |
|---|---|---|---|
| AWX29 | SIRXCEG003 | Build customer relationships and loyalty | Unit of competency |
| State Code | National Code | Title | Type |
|---|---|---|---|
| J149 | SIR40112 | Certificate IV in Community Pharmacy | Qualification |
| J150 | SIR40212 | Certificate IV in Retail Management | Qualification |