SAQA All qualifications and part qualifications registered on the National Qualifications Framework are public property. Thus the only payment that can be made for them is for service and reproduction. It is illegal to sell this material for profit. If the material is reproduced or quoted, the South African Qualifications Authority (SAQA) should be acknowledged as the source.
SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED UNIT STANDARD: 

Establish customer needs and relationships 
SAQA US ID UNIT STANDARD TITLE
10066  Establish customer needs and relationships 
ORIGINATOR
SGB Marketing 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY
-  
FIELD SUBFIELD
Field 03 - Business, Commerce and Management Studies Marketing 
ABET BAND UNIT STANDARD TYPE PRE-2009 NQF LEVEL NQF LEVEL CREDITS
Undefined  Regular  Level 5  Level TBA: Pre-2009 was L5  16 
REGISTRATION STATUS REGISTRATION START DATE REGISTRATION END DATE SAQA DECISION NUMBER
Reregistered  2018-07-01  2023-06-30  SAQA 06120/18 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2024-06-30   2027-06-30  

In all of the tables in this document, both the pre-2009 NQF Level and the NQF Level is shown. In the text (purpose statements, qualification rules, etc), any references to NQF Levels are to the pre-2009 levels unless specifically stated otherwise.  

This unit standard does not replace any other unit standard and is not replaced by any other unit standard. 

PURPOSE OF THE UNIT STANDARD 
This standard is an Elective unit standard and forms part of the Qualification, National Diploma and is registered at Level 5 on the National Qualifications Framework (NQF). Learners working towards this standard will be learning towards the full qualification, or will be working within a marketing environment, specialising in Customer Management, where the acquisition of competence against this standard will add value to one's job.
This standard will also add value to learners who wish to start their own formal or informal business, acting as a vendor of products or services.

The qualifying learner is capable of:
  • Distinguishing customer purchasing motives and behaviours
  • Assessing and responding to customer needs 

  • LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
  • Learners accessing this qualification will have demonstrated competence against the standards in the National Certificate - Marketing Communications or equivalent at NQF Level 4. 

  • UNIT STANDARD RANGE 
  • Marketing including all forms of marketing communication, direct marketing, relationship marketing, sponsorship and event marketing, sales promotions, public relations and alternative strategies
  • Interpersonal communication including oral, visual and written. 

  • Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Distinguish customer purchasing motives and behaviours 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    1. Personal, social, cultural and psychological factors are distinguished in terms of their relationship to, and impact upon customer purchasing decision motives and behaviours. 

    ASSESSMENT CRITERION 2 
    2. Customer purchasing roles and decision processes are differentiated in relation to market type, customer base and product range. 

    ASSESSMENT CRITERION 3 
    3. Evaluation of customer purchasing motives and behaviours examines trends in relation to the adoption of selling approaches. 

    ASSESSMENT CRITERION 4 
    4. Sales and service strategies are consistent with the information obtained to distinguish customer buying motives and behaviours. 

    SPECIFIC OUTCOME 2 
    Assess and respond to customer needs 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    1. Customer needs and preferences are defined in relation to products and services. 

    ASSESSMENT CRITERION 2 
    2. Sales and service strategies are developed for individual customers that acknowledge the extent to which the business can assist customers to maximise product value and benefits. 

    ASSESSMENT CRITERION 3 
    3. Sales and service strategies are developed for individual customers that identify customer needs from a customer perspective. 


    UNIT STANDARD ACCREDITATION AND MODERATION OPTIONS 
  • Providers offering learning towards this standard will be accredited by the Educational Training Quality Assurance Body (ETQA) of the services SETA and/or by Council of Higher Education (CHE). 

  • UNIT STANDARD ESSENTIAL EMBEDDED KNOWLEDGE 
    A demonstrated understanding of:
  • A comprehensive understanding of techniques and methods for distinguishing customer buying motives and behaviours.
  • A broad understanding of techniques for researching and analysing market types.
  • A basic understanding of corporate and organisational business, sales and marketing strategies.
  • A basic understanding of techniques for communicating with individuals and groups.
  • A basic understanding of techniques and methods for verbal, written and visual presentations.
  • A broad understanding of techniques and methods for building and developing relationships with customers.
  • An all rounded and generic understanding of the industry, the product and the industry role players.
    Range: This knowledge will apply to the particular economic sector in which the learner is learning. Moderation of this aspect will therefore need to be carried out jointly by the relevant educating and training quality assurance body (ETQA) and the services ETQA. 


  • Critical Cross-field Outcomes (CCFO): 

    UNIT STANDARD CCFO IDENTIFYING 
  • Identify and solve problems pertaining to distinguishing customer buying motives and behaviours. 

  • UNIT STANDARD CCFO WORKING 
  • Work effectively with others when establishing and developing customer relationships and when communicating with stakeholders. 

  • UNIT STANDARD CCFO ORGANISING 
  • Organise oneself and one's activities so that alternative sales strategies exist in the event of current sales strategies being rejected or failing or there are insufficient resources available to implement sales strategies and plans. 

  • UNIT STANDARD CCFO COLLECTING 
  • Collect, evaluate, organise and critically evaluate information that enables strategies to be developed and communicated. 

  • UNIT STANDARD CCFO COMMUNICATING 
  • Communicate effectively when initiating interpersonal communication with customers. 

  • UNIT STANDARD CCFO SCIENCE 
  • Understand the world as a set of related systems when establishing and developing customer needs and relationships. 

  • UNIT STANDARD CCFO CONTRIBUTING 
  • Be culturally sensitive across a range of social contexts when communicating sales strategies. 

  • REREGISTRATION HISTORY 
    As per the SAQA Board decision/s at that time, this unit standard was Reregistered in 2012; 2015. 

    QUALIFICATIONS UTILISING THIS UNIT STANDARD: 
      ID QUALIFICATION TITLE PRE-2009 NQF LEVEL NQF LEVEL STATUS END DATE PRIMARY OR DELEGATED QA FUNCTIONARY
    Core  57450   National Diploma: Automotive Diagnostics and Repair  Level 5  Level TBA: Pre-2009 was L5  Passed the End Date -
    Status was "Registered" 
    2009-02-18  Was MERSETA until Last Date for Achievement 
    Elective  58820   National Certificate: Advertising  Level 5  Level TBA: Pre-2009 was L5  Reregistered  2023-06-30  MICTS 
    Elective  78526   National Certificate: Automotive Repair and Maintenance  Level 5  Level TBA: Pre-2009 was L5  Reregistered  2021-06-30  As per Learning Programmes recorded against this Qual 
    Elective  78943   National Certificate: Autotronics  Level 5  Level TBA: Pre-2009 was L5  Reregistered  2023-06-30  MERSETA 
    Elective  59201   National Certificate: Generic Management  Level 5  Level TBA: Pre-2009 was L5  Reregistered  2023-06-30  As per Learning Programmes recorded against this Qual 
    Elective  79627   National Certificate: Mechatronics  Level 5  NQF Level 05  Passed the End Date -
    Status was "Reregistered" 
    2015-06-30  MERSETA 
    Elective  58977   National Certificate: Publishing  Level 5  Level TBA: Pre-2009 was L5  Passed the End Date -
    Status was "Reregistered" 
    2015-06-30  FPMSETA 
    Elective  80047   National Certificate: Road Safety Development  Level 5  NQF Level 05  Reregistered  2023-06-30  SAS SETA 
    Elective  20908   National Diploma: Customer Management  Level 5  NQF Level 05  Reregistered  2023-06-30  SERVICES 


    PROVIDERS CURRENTLY ACCREDITED TO OFFER THIS UNIT STANDARD: 
    This information shows the current accreditations (i.e. those not past their accreditation end dates), and is the most complete record available to SAQA as of today. Some Primary or Delegated Quality Assurance Functionaries have a lag in their recording systems for provider accreditation, in turn leading to a lag in notifying SAQA of all the providers that they have accredited to offer qualifications and unit standards, as well as any extensions to accreditation end dates. The relevant Primary or Delegated Quality Assurance Functionary should be notified if a record appears to be missing from here.
     
    1. Dawsons Training Academy (Pty) Ltd (DURBAN) (TP) 
    2. Golden Era Group of Companies 
    3. Gone Digital Academy 
    4. Imperial Technical Training Academy (WADEVILLE) (TP) 
    5. KwaZulu Automotive Training Services cc (KZN) (DURBAN) (TP) 
    6. McCarthy Academy Cape Town (BLACKHEATH) (TP) 
    7. McCarthy Automotive Artisan Academy (MIDRAND) (TP) 
    8. McCarthy Automotive Artisans Academy (PINETOWN) (TP) 
    9. PRODUCTION MANAGEMENT INSTITUTE OF SOUTHERN AFRICA PTY LTD 
    10. SG Coal (Pty) Ltd (TP) 
    11. The Automobile Association of South Africa NPC T/A The AA Technical College(MIDRAND) (TP) 
    12. The Automobile Association of South Africa T/A AA Training Academy (MO 
    13. Toyota Academy Toyota SA Motors (Pty) Ltd (SANDTON) (TP) 
    14. UKWAKHILE TRAINING 



    All qualifications and part qualifications registered on the National Qualifications Framework are public property. Thus the only payment that can be made for them is for service and reproduction. It is illegal to sell this material for profit. If the material is reproduced or quoted, the South African Qualifications Authority (SAQA) should be acknowledged as the source.