Customer Relationship Management

Course Overview

This course introduces Customer Relationship Management (CRM) and provides the skills and knowledge required to develop, manage, build and maintain customer relationships. You will develop an understanding of customers and how to meet their divergent needs and how to develop and maximize customer data to establish targeted customer approaches

Course Objectives

On completion of this course, participants will:

• Understand the major issues, concepts, and techniques of CRM including the history, theory and development of CRM;
• Appreciate and be familiar with general management’s perspective on CRM;
• Understand what industries use CRM and why, and the impacts of CRM on organizations;
• Explore issues regarding privacy, ethics and the future of CRM;
• Understand the impact of CRM on both  sales and marketing strategies;
• Identify the various technology and data platforms options available to implement CRM;
• Describe the importance of customer relationship management for a business;
• Describe various customer service/relationship approaches and models such as RFM, CLV, etc.;
• Discuss appropriate CRM program measurement and tools;
• Identify the important customer services elements in a business;
• Utilize customer information to segment and develop customer targeted marketing programs;
• Be familiar with the current top software solutions for CRM.

Course Outline

• Customer Relationship Management
• Evolution of CRM
• Goals of a CRM Strategy
• Three Aspects of CRM
• CRM Value Pyramid
• CRM Components
• CRM Drivers
• CRM Solutions Map
• CRM Solutions Map: Marketing Solutions
• CRM Solutions Map: Sales Solutions
• CRM Solutions Map: Services
• CRM Solutions Map: Analytics
• Changing Role of CRM
• Obstacles in CRM Success
• Internet’s Influence on CRM
• CRM and Globalization
• Major CRM Packages