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ATHE Level 4 Diploma in Management
Customer Relationship Management
To develop an understanding of the scope and importance of CRM and to explore how effective CRM is achieved.
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 Understand how good customer relationship management is achieved
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 relations
3 Understand the use of loyalty schemes in customer relationship management
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
4 Be able to plan improvements to customer relationship management
4.1 Review customer relationship management in an organisation
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