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 THAT HAS PASSED THE END DATE: 

Identify potential and existing customers of the business 
SAQA US ID UNIT STANDARD TITLE
252193  Identify potential and existing customers of the business 
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 4  NQF Level 04  4 
REGISTRATION STATUS REGISTRATION START DATE REGISTRATION END DATE SAQA DECISION NUMBER
Passed the End Date -
Status was "Reregistered" 		 2018-07-01  2023-06-30  SAQA 06120/18 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2026-06-30   2029-06-30  

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 replaces: 
US ID Unit Standard Title Pre-2009 NQF Level NQF Level Credits Replacement Status
10015  Identify customers of the business  Level 4  NQF Level 04  4   

PURPOSE OF THE UNIT STANDARD 
The person credited with this unit standard will be able to understand the importance of accurate customer information as well as understand the marketing database identify potential customers and existing customers. They will also be able to collect customer information in accordance with database procedures.

The qualifying learner is capable of:
  • Demonstrating an understanding of the importance of accurate customer information.
  • Demonstrating an understanding of the marketing database.
  • Identifying prospective and existing customers.
  • Collecting customer information in accordance with database. 
    		•

    LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    Learners accessing this unit standard will have demonstrated competence in:
  • Communication at NQF Level 3 or equivalent.
  • Mathematical Literacy at NQF Level 3 or equivalent. 
    		•

    UNIT STANDARD RANGE 
  • Marketing including all forms of marketing communications, direct marketing and relationship marketing, sponsorship, event marketing, sales promotions, public relations and alternative strategies.
  • Standard applies to marketing management, customer management, marketing communications and marketing research.
  • Prospect and customer sources include but are not limited to both internal sales force networks and referrals, accounts database, customer database and external list brokers, databases of non-competitive organisations, response-driven marketing activities, promotions, trade shows, events. 
    		•

    Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Demonstrate an understanding of the importance of accurate customer information. 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    The difference between customers and prospects is explained with examples. 

    ASSESSMENT CRITERION 2 
    The primary internal and external sources of prospects and customers are identified according to generally accepted principles. 

    ASSESSMENT CRITERION 3 
    The importance to the organisation of identifying the right prospects is explained with specific reference to the organisation's products and/or services. 

    ASSESSMENT CRITERION 4 
    The importance of gathering and capturing accurate customer information is explained in terms of developing future customer relationships. 

    SPECIFIC OUTCOME 2 
    Demonstrate an understanding of the marketing database. 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    A marketing database is defined and explained in generally accepted terms. 

    ASSESSMENT CRITERION 2 
    The various types of customer information required for the development of a marketing database are identified and explained in terms of their marketing applications. 

    ASSESSMENT CRITERION 3 
    The need for a marketing database is explained in terms of the modern consumer's demand for personalised service. 

    SPECIFIC OUTCOME 3 
    Identify prospective and existing customers. 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    Customers are identified internally through consultation with the sales force and the information technology department. 

    ASSESSMENT CRITERION 2 
    Prospect profiles are formulated based on existing customer descriptors. 

    ASSESSMENT CRITERION 3 
    Prospects are identified externally by applying the profiles developed and also through segmentation processes and the matching of product and/or service benefits to consumer needs. 

    ASSESSMENT CRITERION 4 
    Methods of sourcing prospects' contact details are explained according to established practice. 

    ASSESSMENT CRITERION 5 
    Prospects are qualified according to prospect profiles. 

    SPECIFIC OUTCOME 4 
    Collect customer information in accordance with database requirements. 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    Customer data are collected and recorded in accordance with the data fields required for each customer file on the marketing database. 

    ASSESSMENT CRITERION 2 
    Customer data is checked for accuracy against the organisation's data-capture criteria. 


    UNIT STANDARD ACCREDITATION AND MODERATION OPTIONS 
  • An individual wishing to be assessed (including through RPL) against this unit standard may apply to an assessment agency, assessor or provider institution accredited by the relevant ETQA.
  • Anyone assessing a learner against this unit standard must be registered as an assessor with the relevant ETQA.
  • Any institution offering learning that will enable achievement of this unit standard or assessing this unit standard must be accredited as a provider with the relevant ETQA.
  • Moderation of assessment will be conducted by the relevant ETQA at its discretion. 
    		•

    UNIT STANDARD ESSENTIAL EMBEDDED KNOWLEDGE 
  • A broad understanding of principles, methods and techniques for identifying the customers of a business.
  • A comprehensive understanding of company/organisational procedures for establishing and building customer base.
  • An all rounded understanding of methods and techniques for assessing customer profiles. 
    		•

    UNIT STANDARD DEVELOPMENTAL OUTCOME 
    N/A 

    UNIT STANDARD LINKAGES 
    N/A 


    Critical Cross-field Outcomes (CCFO): 

    UNIT STANDARD CCFO IDENTIFYING 
    Identify and solve problems pertaining to the identification of customers and the establishment of a customer base. 

    UNIT STANDARD CCFO WORKING 
    Work effectively with customers in order to obtain customer information. 

    UNIT STANDARD CCFO ORGANISING 
    Organise and manage oneself and one's activities so that alternative plans exist to correct customer information. 

    UNIT STANDARD CCFO COLLECTING 
    Collect, evaluate, organise and critically evaluate information to assist in the accurate identification of the customers of a business. 

    UNIT STANDARD CCFO SCIENCE 
    Use science and technology in the establishment maintenance of a customer database. 

    UNIT STANDARD CCFO CONTRIBUTING 
    Being culturally sensitive across a range of social contexts in the collection and use of data related to customers. 

    UNIT STANDARD ASSESSOR CRITERIA 
    N/A 

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

    UNIT STANDARD NOTES 
    This unit standard replaces unit standard 10015, "Identify customers of the business", Level 4, 4 credits. 

    QUALIFICATIONS UTILISING THIS UNIT STANDARD: 
      ID QUALIFICATION TITLE PRE-2009 NQF LEVEL NQF LEVEL STATUS END DATE PRIMARY OR DELEGATED QA FUNCTIONARY
    Core  67464   Further Education and Training Certificate: Marketing  Level 4  NQF Level 04  Passed the End Date -
    Status was "Reregistered"     		 2023-07-30  As per Learning Programmes recorded against this Qual 
    Elective  65409   National Certificate: Building and Civil Construction  Level 3  NQF Level 03  Passed the End Date -
    Status was "Reregistered"     		 2023-06-30  CETA 
    Elective  50479   Further Education and Training Certificate: Advertising  Level 4  NQF Level 04  Passed the End Date -
    Status was "Reregistered"     		 2023-06-30  MICTS 
    Elective  80546   Further Education and Training Certificate: Auctioneering Support Services  Level 4  NQF Level 04  Passed the End Date -
    Status was "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. Akaf Bodyguards 
    2. CBM Training (Pty) Ltd 
    3. Certified Training Solutions (Pty) Ltd 
    4. College Africa Group (Pty) Ltd 
    5. Ekurhuleni Artisans and Skills Training Pty Ltd 
    6. Goitsebasadi Construction Project 
    7. HILLCROSS BUSINESS SCHOOL (PTY 
    8. Ikusasalethu Youth Development Project NPC 
    9. In Touch Community Development & Project Managers 
    10. Leps Training Consultants 
    11. Mahumani Empowerment Servives Centre 
    12. Mbalenhle Internet cafe 
    13. MBOWA COLLEGE PTY LTD 
    14. Metanoia Ratings PTY LTD 
    15. MOLOKO SMALL ENTERPRISE 
    16. Motheo TVET College 
    17. MPUMALANGA REGIONAL TRAINING TRUST 
    18. Musengavhadzimu Media 
    19. Novi General Services 
    20. Nyathela Business College 
    21. OPELONG BUSINESS INSTITUTE (PT 
    22. Peo Entle HIV Wellness Management and Youth Skills Development NPO 
    23. PIONEER BUSINESS CONSULTING (PTY) LTD 
    24. Primeserv Corporate Solutions (Pty) Ltd 
    25. Protech Training (Pty) Ltd 
    26. QUALITATIVE INNOVATIVE SOLUTIONS 
    27. Raubex Construction Pty (Ltd) 
    28. Richfield Graduate Institute of Technology Pty Ltd 
    29. Sakhisizwe Development Training 
    30. Sheq and Environmental Projects 
    31. Sonani Training and Communications 
    32. Tjeka Training Matters Pty Ltd 
    33. Tovani Traiding 299 
    34. Training Force (Pty) Ltd 
    35. Umfolozi FET College 
    36. Varsity Institute of Science & Technology (Pty)Ltd 
    37. Visionary Skill Academy 
    38. VUTHLARI MARKETING CONSULTING 
    39. West Coast TVET College 
    40. Whitestone College 


    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.