1.1 Evaluate the role of customer relationship management in sourcing and retaining customers
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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
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