Module Code: H7CRR
Long Title Customer Relations in Retail
Title Customer Relations in Retail
Module Level: LEVEL 7
EQF Level: 6
EHEA Level: First Cycle
Credits: 5
Module Coordinator: DAVE CORMACK
Module Author: DAVE CORMACK
Departments: School of Business
Specifications of the qualifications and experience required of staff  
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Apply customer service skills to real life situations.
LO2 Critically evaluate the importance of customer loyalty in the retail environment
LO3 Formulate customer relationship policies and initiate practices to enhance customer care standards through continuous improvement
LO4 Employ efficient behavioural strategies in a variety of customer interaction scenarios
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is required before enrolment on this module. While the prior learning is expressed as named NCI module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
No recommendations listed
Co-requisite Modules
No Co-requisite modules listed
Entry requirements  
 

Module Content & Assessment

Indicative Content
The Retail Customer
• Identifying customer needs and wants • Learning and Consumer Behaviour • Consumer lifestyles •The changing marketplace • Sociocultural characteristics • The purchase decision process • Involvement in the decision process • The global consumer
Customer Value
• Maximizing moments of opportunity • Customer relationship management • Analytics in retail • Profiling customers • Using predictive intelligence at every touch point • Winning, growing, and keeping customers
Communicating with the Customer
• Retail image • Atmosphere • Encouraging the customer to spend more time shopping • Community relations • Retail promotional strategy
Customer Service
• Customer needs and problems • reasons for customer complaints • techniques to cultivate and maintain special customer relations • Two way communication skills • Identifying specific problems in customer service •
Customer Loyalty
• Keeping customers from defecting • Winning a greater share of wallet • Customer behavior and preference • Levels of loyalty • Loyalty programmes
Customer Interaction
• Identifying and handling problem situations
Evaluation Mechanisms
• Setting metrics • Evaluation • Improvement planning
Assessment Breakdown%
Coursework100.00%

Assessments

Full Time

Coursework
Assessment Type: Project % of total: 60
Assessment Date: n/a Outcome addressed: 1,2,3,4
Non-Marked: No
Assessment Description:
Students will be asked to prepare a detailed analysis of their own work environment or one they are familiar with and present a report outlining their analysis and recommendations for improvement
Assessment Type: Presentation % of total: 40
Assessment Date: n/a Outcome addressed: 2
Non-Marked: No
Assessment Description:
Students will be asked to select a customer service issue and present this issue and appropriate response in class
No End of Module Assessment
No Workplace Assessment

NCIRL reserves the right to alter the nature and timings of assessment

 

Module Workload

Module Target Workload Hours 0 Hours
 

Module Resources

Recommended Book Resources
  • Hbsp. Harvard Business Review on Retailing and Merchandising, Harvard Business School Press, p.224, [ISBN: 9781422145920].
  • Barry Berman. Retail Management a Strategic Approach, Prentice-Hall, [ISBN: 0130289485].
This module does not have any article/paper resources
This module does not have any other resources
Discussion Note: