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11658 version 2
8-Jan-09
1 of 7
DIRECT MARKETING
Develop customer loyalty strategies for
direct marketing campaigns
level: 5
credit: 5
final date for comment: December 2001
expiry date: December 2002
sub-field: Marketing
purpose: People credited with this unit standard are able to: establish
customer loyalty objectives; develop a customer acquisition
strategy; develop a customer retention strategy; and establish
and manage a direct marketing database to achieve customer
loyalty objectives.
entry information: Recommended: prior credit for Unit 2951, Produce marketing
information using marketing information systems; Unit 2928,
Establish quality standards and customer service strategies
for marketing operations; or demonstrate equivalent
knowledge and skills.
accreditation option: Evaluation of documentation and visit by NZQA and industry.
moderation option: A centrally established and directed national moderation
system has been set up by Moderation Services.
New Zealand Qualifications Authority 2009
11658 version 2
8-Jan-09
2 of 7
DIRECT MARKETING
Develop customer loyalty strategies for
direct marketing campaigns
special notes: 1 Assessment guidance - this unit standard may be
assessed in a workplace environment, or in a training or
education environment if simulated work conditions are
able to be provided, or in a combination of both
environments. Evidence is required of competent
performance of elements and performance criteria in a
direct marketing context. Where consistent performance
is required across a range of situations this is indicated
in range statements.
2 Legislation relevant to this unit standard includes but is
not limited to the: Commerce Act 1986, Consumer
Guarantees Act 1994, Fair Trading Act 1986, Privacy Act
1993, Sale of Goods Act 1908, Unsolicited Goods Act
1975, and their subsequent amendments.
3 Performance of elements of this unit standard will
require consideration of the New Zealand Direct
Marketing Association Codes of Ethics.
New Zealand Qualifications Authority 2009
11658 version 2
8-Jan-09
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DIRECT MARKETING
Develop customer loyalty strategies for
direct marketing campaigns
4 Definitions
Relationship marketing refers to methods of building
customer loyalty, and developing partnerships that have
mutual benefits for customers and the enterprise.
Lifetime value refers to building and retaining customer
loyalty over a sustained period, and maximising
customer value to the enterprise over the period of the
relationship.
Up-selling refers to increasing customer order values.
Cross-selling refers to introducing additional products or
services to customers outside the expected product
range.
Elements and Performance Criteria
element 1
Establish customer loyalty objectives.
performance criteria
1.1 The concept of customer loyalty is analysed in terms of methods of building
customer relationships, and customer loyalty marketing objectives are
established to develop long term partnerships that have mutual benefits for
customers and the enterprise, and are relevant to the particular direct marketing
situation.
1.2 Factors that influence customer loyalty are identified in terms of their potential
contribution to the achievement of relationship marketing objectives in the
particular direct marketing situation.
New Zealand Qualifications Authority 2009
11658 version 2
8-Jan-09
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DIRECT MARKETING
Develop customer loyalty strategies for
direct marketing campaigns
1.3 Quality standards and customer service strategies are assessed to determine
factors that influence the achievement of relationship marketing objectives in the
particular direct marketing situation.
element 2
Develop a customer acquisition strategy.
performance criteria
2.1 Objectives are established for a planned acquisition programme in terms of the
number of new customers required, the allowable cost of recruiting, and the
overall budget.
2.2 Customer profile information is researched to assess methodology and media
relevant for new prospects, and the particular direct marketing programme.
2.3 Promotional activities are designed to attract potential users to a particular direct
marketing programme by target market.
2.4 Media opportunities and strategies are evaluated and media planning is
completed to identify and acquire customers, and to achieve response objectives
within resource budgets for the particular direct marketing programme.
2.5 Direct marketing programme communication strategies are developed to take
account of the characteristics and desired responses of target audiences, and the
positioning of the product or service.
New Zealand Qualifications Authority 2009
11658 version 2
8-Jan-09
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DIRECT MARKETING
Develop customer loyalty strategies for
direct marketing campaigns
2.6 Response factors are identified to establish the range of possible responses and
to establish criteria for managing responses.
Range: response factors may include but are not limited to - the motivation
for response, the timeframe for response, the preferred response
sought, the method of handling responses.
element 3
Develop a customer retention strategy.
performance criteria
3.1 The concept of lifetime value is analysed in terms of strategies for building and
retaining customer loyalty, and maximising customer value to the organisation in
relation to the particular direct marketing situation.
3.2 Customer retention objectives are established and criteria are specified to
measure the extent of achievement of objectives in relation to the particular direct
marketing programme.
3.3 Retention strategies are developed for the direct marketing programme in relation
to identifying customer needs and wants, analysing customer buying patterns,
and identifying opportunities for introducing relevant up-selling measures.
3.4 Retention strategies are developed for the direct marketing programme in relation
to identifying customer needs and wants, analysing customer buying patterns,
and identifying opportunities for introducing cross-selling programmes.
New Zealand Qualifications Authority 2009
11658 version 2
8-Jan-09
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DIRECT MARKETING
Develop customer loyalty strategies for
direct marketing campaigns
3.5 Retention strategies are developed for the direct marketing programme to
achieve customer renewals and reactivate lapsed or inactive customers in
accordance with customer acquisition and retention objectives.
3.6 Communication strategies are developed and adapted for target groups to
optimise customer contact and to reinforce the benefits of repeat purchasing in
relation to the particular direct marketing programme.
3.7 The message and tone are developed for the direct marketing programme to be
consistent across all media, to avoid confusion, and to optimise their effect.
3.8 Timing of direct marketing communications is planned in accordance with
identified customer preferences.
3.9 Direct marketing programme testing and evaluation activities are planned in
relation to the target customer group.
Range: activities may include but are not limited to - establish and verify the
optimum timing, frequency, offer, and creative treatment.
element 4
Establish and manage a direct marketing database to achieve customer loyalty objectives.
performance criteria
4.1 Database management strategies are developed to identify information required,
and sources of information, to determine potential information usage, to
maximise the contribution of database use to the achievement of marketing
objectives, and to establish criteria for database maintenance.
New Zealand Qualifications Authority 2009
11658 version 2
8-Jan-09
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DIRECT MARKETING
Develop customer loyalty strategies for
direct marketing campaigns
4.2 Database information is managed to identify and analyse customer information,
to identify targeting opportunities, to develop contact strategies, and to contribute
to marketing decisions.
Range: identification and analysis may include but is not limited to -
purchasing histories, transaction values, promotion responses,
sources of acquisition.
4.3 Database information is managed to evaluate and score customer records to
enable targeting of customers against selection criteria for a specific direct
marketing programme.
Comments to:
NZQA Business and Management
Unit Standard Revision
PO Box 160
WELLINGTON
by December 2001.
Please Note: Providers must be accredited by the Qualifications Authority
before they can offer programmes of education and training
assessed against unit standards.
Accredited providers assessing against unit standards must
engage with the moderation system that applies to those unit
standards. [Please refer to relevant Plan ref: 0113]
New Zealand Qualifications Authority 2009
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