Customer Relationship Management

3. Understand the use of loyalty schemes in customer relationship management

Information from loyalty schemes  Purchasing habits  Opinions  Preferences  Profiles of customers

Use of information  Targeting groups of customers  Product development to meet customer needs  Adapting marketing mix  Personalising marketing  Choice of media for promotion

4. Be able to plan improvements to customer relationship management

Review  Systems in use  Current role of staff  Service policies in use  Quality benchmarks used  Quality of customer service  Available data on customer satisfaction

Potential improvements to processes  New software systems  Customer service policies  Working towards recognised quality standards  Introduction of mystery shoppers  Introduction of a CSR department

Potential improvements to the role of staff  Recruitment of right staff  Training  Clear vision and mission  Appropriate access to customer data

5.7 Employability Skills Unit aims

To give learners the opportunity to enhance the employability skills