4.11 Customer Relationship Management Unit aims To develop an understanding of the scope and importance of
Unit level Unit code Credit value Unit grading structure Assessment guidance
Customer Relationship Management (CRM) and to explore how effective CRM is achieved. 4 T/503/7081 15 Pass To achieve this unit, learners must achieve the learning outcomes and meet the standards specified by the assessment criteria for the unit. Additional assessment guidance is provided on the ATHE sample assignment brief. Learners will approach this unit from a theoretical perspective but examples from organisations are required to help demonstrate the understanding required by the LOs. This is particularly the case for LO4 where the learner will need to relate their work to a specific chosen organisation. In this LO the learner will need to create a plan for improvements so must have detailed information about the chosen organisation.
Learning outcomes The learner will:
Assessment criteria The learner can:
1. Understand the importance of customer relationship management to business
1.1 Explain the key aspects of customer relationship management 1.2 Analyse the benefits of good customer relationship management 1.3 Analyse the impact of quality management systems on customer relationship Management 2.1 Explain the processes necessary for achieving effective customer relationship Management 2.2 Explain the role of internal staff in achieving effective customer relations 2.3 Assess the role of external stakeholders in achieving effective customer management Relations 3.1 Analyse the use of loyalty schemes to gain information about customers 3.2 Explain how the information gained is used to inform marketing and customer service policy
2. Understand how good customer relationship management is achieved
3. Understand the use of loyalty schemes in customer relationship management
4. Be able to plan improvements to customer relationship management
Review customer relationship management in an 4.1 organization 4.2 Propose improvements to processes for customer relationship management 4.3 Propose improvements to the role of staff in promoting good customer relationships 4.4 Produce a plan for the implementation of Improvements
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