Unit of competency details

AURC362807A - Build customer relations (Release 1)


Usage recommendation:
Is superseded by and equivalent to AURACA3003 - Build customer relations 16/Jan/2013

ReleaseRelease date
1 1 (this release) 07/Apr/2011


SchemeCodeClassification value
ASCED Module/Unit of Competency Field of Education Identifier 080509 Public Relations  

Classification history

SchemeCodeClassification valueStart dateEnd date
ASCED Module/Unit of Competency Field of Education Identifier 080509 Public Relations  18/Nov/2005 
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Modification History

Not Applicable

Unit Descriptor

Unit descriptor 

This unit of competency covers the competence to establish customer needs, maintain a customer database and ensure appropriate treatment of customers.

Application of the Unit

Application of the unit 

This unit of competency applies to the following and should be contextualised to the qualification to which it is being applied:

  • retail, service and repair.

Licensing/Regulatory Information

Not Applicable


Prerequisite units 

Employability Skills Information

Employability skills 

This unit contains employability skills.

Elements and Performance Criteria Pre-Content

Elements describe the essential outcomes of a unit of competency.

Performance criteria describe the performance needed to demonstrate achievement of the element. Where bold italicised text is used, further information is detailed in the required skills and knowledge section and the range statement. Assessment of performance is to be consistent with the evidence guide.

Elements and Performance Criteria



1. Ensure maintenance of customer database

1.1. Evidence of maintenance of customer documents is sought regularly from staff responsible to ensure vital data is kept on existing and potential customers

1.2. Customer data is maintained to ensure database relevance and currency

1.3. Information on customers and sales and service history is gathered for analysis

2. Establish needs of customer

2.1. Customer needs are regularly monitored through formal and informal communication channels

2.2. Current products and services are assessed against customer needs to determine the ability of the enterprise to meet customer needs

2.3. Trends in customer service needs are documented and reported to appropriate persons periodically for planning purposes

3. Ensure appropriate treatment of customer

3.1. Service standards are reviewed regularly against outcomes to ensure required standards are met

3.2. Staff are trained to provide customer service to an appropriate standard to ensure consistent treatment of customers

3.3. Work activities of staff are reviewed regularly to ensure customer requirements are met

3.4. Business operations are reviewed to ensure they meet current and projected customer requirements

3.5. Staff are actively involved in providing information to improve customer service operations and activities

Required Skills and Knowledge


This section describes the skills and knowledge required for this unit.

Required skills 

  • collect, organise and understand information related to collating and analysing customer information to identify needs
  • communicate ideas and information to conduct information sessions for staff
  • plan and organise activities concerning information for database entries
  • work with others and in a team by involving staff in improvements to customer service
  • use mathematical ideas and techniques to plan database cells and size
  • establish diagnostic processes which identify and recommend improvements to customer service
  • use workplace technology related to use of customer database

Required knowledge 

Knowledge of:

  • enterprise policies and procedures in regard to:
  • customer service
  • maintenance of customer databases
  • dealing with difficult customers
  • allocated duties/responsibilities
  • the range of enterprise merchandise and services, location of departments/sections and telephone extensions of departments/sections
  • legislation and statutory requirements, including OHS, consumer law, trade practices and fair trading legislation
  • industry/workplace codes of practice in relation to customer service

Evidence Guide


The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package.

Overview of assessment 

Critical aspects for assessment and evidence required to demonstrate competency in this unit 

It is essential that competence is fully observed and there is ability to transfer competence to changing circumstances and to respond to unusual situations in the critical aspects of:

  • maintaining relevant and current customer databases in accordance with enterprise policies and procedures
  • monitoring, reviewing and assessing customer needs and trends
  • ensuring appropriate treatment of customers.

This unit may be assessed in conjunction with other units that form part of the job role or function.

Context of and specific resources for assessment 

  • Elements of competence contain both knowledge and practical components. Knowledge components may be assessed off the job. Practical components should be assessed on the job or in a simulated work environment.
  • Evidence is best gathered using the products, processes and procedures of the individual workplace as the means by which the candidate achieves industry competencies.
  • The following should be made available:
  • a workplace or simulated workplace
  • documentation, such as enterprise policy and procedure manuals relating to customer service, enterprise telephone directory, legislation and codes of practice
  • computer, database software, customer information and enterprise policies and procedures
  • a range of customers with different requirements (real or simulated)
  • a communication system or a range of communication equipment
  • real or simulated customer database
  • a qualified workplace assessor.

Method of assessment 

It is preferable that assessment reflects a process rather than an event and occurs over a period of time to cover varying circumstances. Evidence of performance may be provided by customers, team leaders/members or other persons, subject to agreed authentication arrangements.

Guidance information for assessment 

Range Statement


The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.


Enterprises may vary in size, type and location, range of merchandise and services provided and delivery policies


Customers may:

  • be regular or new
  • have routine or special requests
  • be from a range of social, cultural or ethnic backgrounds and physical and intellectual abilities

Regardless, all customers are made feel welcome, valued and, at the end of the process, satisfied. Customer contact may be:

  • face to face, by telephone, or electronic means or in writing

Customer service 

Customer service may include all enterprise activities, internal and external customers and follow-up in event of delays in service provision


Staff may be:

  • full-time, part-time or casual and vary in terms of training, product knowledge and staffing levels
  • operating in routine or busy trading conditions

Customer needs 

Customer needs may include:

  • information regarding available products or services, quality of products or services, complementary products or services, enterprise facilities and services or the location of specific items

Customer databases 

Customer databases may include:

  • information on customer name, contact details, purchase history details of products or services, information requests, special needs and customer 'rating' by enterprise

Policies and procedures 

Policies and procedures may include:

  • enterprise policies and procedures relating to customer service, equipment and product manufacturer/component supplier specifications, enterprise operating procedures, legislative and regulatory requirements, industry/workplace codes of practice and customer requirements

Unit Sector(s)

Unit sector 


Co-requisite units

Co-requisite units 

Competency field

Competency field