Learning outcomes

Assessment criteria

1 Understand the importance of

customer relationship management

in an organisation

1.1 Evaluate the role of customer

relationship management in

sourcing and retaining customers

1.2 Analyse internal and external

factors that impact upon an

organisation’s ability to find new

customers and retain existing

customers

1.3 Discuss the relationship between

effective customer relationship

management and having a

competitive advantage

1.4 Evaluate the role of customer

relationships as a source of

innovation and growth

2 Understand methods to improve the

management of customer

relationships in an organisation

2.1 Evaluate methods used to measure

the effectiveness of the customer

relationship management system

2.2 Discuss ways in which the

management and the monitoring of

customer relationships could be

improved

2.3 Evaluate methods used to monitor

improvement to the management of

customer relationships

2.4 Evaluate the extent to which the

management of customer

relationships leads to the

achievement of an organisations

strategic objectives