The global skills and competency framework for the digital world

Customer engagement and loyalty CELO

Developing and executing strategies to attract, engage and retain customers through targeted communications and loyalty initiatives.

Revision notes

Updates for SFIA 9

  • This is a new skill introduced in SFIA 9.
  • Theme(s) influencing the updates for this new skill: Support for specialised domains in the field of marketing.
  • Previous SFIA assessments or skills mapping of other SFIA skills are not impacted by this new skill.

Guidance notes

Activities may include, but are not limited to:

  • developing customer engagement and loyalty strategies
  • establishing customer lifecycle communication strategies
  • creating and managing customer loyalty programmes and initiatives
  • managing customer data acquisition and profile augmentation
  • analysing customer data to inform personalised communications and experiences
  • developing customer journeys and segmentation strategies
  • assessing and using marketing technology tools for customer engagement
  • measuring and reporting on customer engagement and loyalty metrics
  • collaborating with cross-functional teams to improve customer retention and satisfaction.

Understanding the responsibility levels of this skill

Where lower levels are not defined...
  • Specific tasks and responsibilities are not defined because the skill requires a higher level of autonomy, influence, and complexity in decision-making than is typically expected at these levels. You can use the essence statements to understand the generic responsibilities associated with these levels.
Where higher levels are not defined...
  • Responsibilities and accountabilities are not defined because these higher levels involve strategic leadership and broader organisational influence that goes beyond the scope of this specific skill. See the essence statements.

Developing skills and demonstrating responsibilities related to this skill

The defined levels show the incremental progression in skills and responsibilities.

Where lower levels are not defined...

You can develop your knowledge and support others who do have responsibility in this area by:

  • Learning key concepts and principles related to this skill and its impact on your role
  • Performing related skills (see the related SFIA skills)
  • Supporting others who are performing higher level tasks and activities
Where higher levels are not defined...
  • You can progress by developing related skills which are better suited to higher levels of organisational leadership.

Show/hide extra descriptions and levels.

Levels of responsibility for this skill

3 4 5 6

Customer engagement and loyalty: Level 3

Level 3 - Apply: Essence of the level: Performs varied tasks, sometimes complex and non-routine, using standard methods and procedures. Works under general direction, exercises discretion, and manages own work within deadlines. Proactively enhances skills and impact in the workplace.

Assists in implementing customer engagement and loyalty initiatives.

Uses marketing technologies for customer engagement tasks. Sets up campaigns in lifecycle management tools.

Collects and analyses customer data to support personalised communications.

Monitors and reports on customer engagement metrics.

Customer engagement and loyalty: Level 4

Level 4 - Enable: Essence of the level: Performs diverse complex activities, supports and guides others, delegates tasks when appropriate, works autonomously under general direction, and contributes expertise to deliver team objectives.

Develops and executes customer engagement and loyalty initiatives.

Creates and manages loyalty programmes.

Analyses customer data to inform targeted communications and experiences. Develops customer segmentation approaches.

Applies appropriate marketing technologies to support initiatives. Measures and reports on the effectiveness of engagement and loyalty efforts.

Customer engagement and loyalty: Level 5

Level 5 - Ensure, advise: Essence of the level: Provides authoritative guidance in their field and works under broad direction. Accountable for delivering significant work outcomes, from analysis through execution to evaluation.

Leads the development and implementation of comprehensive customer engagement and loyalty plans.

Oversees the creation and management of loyalty programmes and initiatives. Develops comprehensive plans for customer communications across all lifecycle stages.

Uses advanced analytics to optimise personalised customer experiences. Provides recommendations based on customer engagement and loyalty insights.

Collaborates with cross-functional teams to improve customer retention and satisfaction. Evaluates and recommends marketing technologies for customer engagement.

Customer engagement and loyalty: Level 6

Level 6 - Initiate, influence: Essence of the level: Has significant organisational influence, makes high-level decisions, shapes policies, demonstrates leadership, promotes organisational collaboration, and accepts accountability in key areas.

Defines organisational vision and strategy for customer engagement and loyalty.

Drives innovation in loyalty programme development and implementation. Aligns customer engagement strategies with overall business objectives.

Leads the assessment and adoption of advanced marketing technologies. Directs the development of customer journeys and database management strategies.

Ensures integration of customer engagement initiatives across all business functions.

Keywords
New skill