Unit code: K/507/1616 : Customer Management

Unit Aims

The aim of the unit is to provide Learners with understanding and insight into customer behaviour. It will develop skills and Learners will use tools and practices an organisation can use to retain and improve customer retention and relationships.

Teaching and Learning Strategy

The learners will work on interactive exercises which simulate contact with customers. They will be expected to deal with “difficult customers” and be able to respond to complaints. As well as managing this process they will be expected to identify new market opportunities based on changing customers.

Learning Outcomes and Assessment Criteria

Learning Outcomes

When awarded credit for this unit, a learner will:

Assessment Criteria

Assessment of this learning outcome will require a learner to demonstrate that they can:

1. Examine the different ways that organisations deal with their customers.

1.1 Analyse customer behaviour and identify patterns and differences in approach.

1.2 Segment customers and identify target groups.

2. Develop skills and practices that will support customers retention.

2.1 Appraise CRM (customer relationship management) and customer relationship marketing activities.

2.2 Explain and provide examples of customer retention practices for different industries.

2.3 Create examples that demonstrate the concept of ‘adding value’ to customers.

3. Explore and learn from examples of customer centered organisations and the benefits of such an approach.

3.1 Research customer centres organisations across different industries and evaluate their approaches

3.2. Create recommendations for an organisation known by the Leaner for improving its approach to customers.

Teaching and Learning Strategy

This unit will involve the student engaging in a process of research on an independent and group basis into the subject matter. The unit tutors will provide initial support sessions in a workshop and will be available for subsequent support. The learners will work on interactive exercises which simulate contact with customers. They will be expected to deal with “difficult customers” and be able to respond to complaints. As well as managing this process they will be expected to identify new market opportunities based on changing customers.