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A.D1 Evaluate the extent to which generating customer loyalty can contribute to the achievement of the organisational objectives of a selected organisation.

Unit 7: Generating Customer Loyalty

Level: 3

Unit type: Internal set assignment

Guided learning hours: 60

Unit in brief

Learners explore the purposes and benefits of generating customer loyalty and the methods used by a selected organisation to attract and retain customers.

Unit introduction

Generating customer loyalty puts the customer and customer retention at the centre of the organisation, ahead of its products and services. Organisations engage in generating customer loyalty to continually attract repeat business. Strategies are designed to increase loyalty, interaction, communication and long-term engagement by providing information directly suited to customer needs and interests.

You will learn how generating customer loyalty attempts to keep customers engaged by providing marketing information and responses to enquiries, and promoting and selling additional products and services. In this unit, you will focus on how technology supports and facilitates this as organisations build databases of customer details that they then use to create loyalty and tailored relationships with individual customers. Similarly, you will look at how social media offers a direct and instant way for organisations and customers to communicate with each other. You will explore how effective generation of loyalty results in customers who continue to buy goods and services, satisfying their needs and helping organisations meet their objectives.

This unit will support you in continuing your study of generating customer loyalty through a marketing-related degree or a professional qualification. It will also give you the skills to progress to employment in this area.

Assessment

This unit has a set assignment. Learners must complete a Pearson Set Assignment Brief.

Learning aims

In this unit you will:

A     Examine the purposes and benefits to a selected organisation of generating customer loyalty

B     Investigate the information required to implement customer loyalty strategies

C     Review the methods of generating customer loyalty in a selected organisation.

Assessment criteria

Pass                                                 Merit                                                Distinction
Learning aim A: Examine the purposes and benefits to a selected organisation of generating customer loyalty		A.D1 Evaluate the extent to which generating customer loyalty can contribute to the achievement of the organisational objectives of a selected organisation.
A.P1 Explain the purposes of customer loyalty strategies. A.P2 Explain how generating customer loyalty benefits an organisation and its customers.	A.M1 Analyse the importance of generating customer loyalty to a selected organisation in achieving its organisational objectives.
Learning aim B: Investigate the information required to implement customer loyalty strategies		B.D2 Evaluate the importance of customer information to the development and implementation of customer loyalty strategies.     C.D3  Evaluate the effectiveness of customer loyalty methods in a selected organisation and their effect on loyalty and purchasing behaviour.
B.P3 Explain the types of information used by a selected organisation to generate customer loyalty. B.P4 Explain the impact of generating customer loyalty on the marketing mix of a selected organisation.	B.M2 Analyse the use of customer loyalty information in developing customer relationships and establishing loyalty in a selected organisation.
Learning aim C: Review the methods of generating customer loyalty in a selected organisation
C.P5 Explain the key factors in generating customer loyalty and the financial and non-financial methods. C.P6 Explain how organisations can judge the effectiveness of generating customer loyalty methods.	C.M3 Analyse the financial and non-financial methods of generating customer loyalty of a selected organisation in achieving its organisational objectives.

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