Course Objectives

• Define Customer Relationship Management
• Develop a Customer Strategy
• Prepare your Business for CRM
• Collate and analyse key customer data
• List the essential tools to manage customer data
• Explain the Customer Relationship Process
• Detail the skills, knowledge and behaviors to extract the right data from customers quickly
• Develop a business plan for my new CRM process
•  Model behavior from those who do it well

Who Can Benefit

• Marketing Directors
• Database Marketing Directors
• Marketing Communications Directors and Managers
• Customer Relationship Management Directors
• IT CRM and Marketing Systems Administrators
• IT Directors
• Executives making marketing technology investment decisions
• Financial Managers tasked with developing marketing technology ROI models

Course content

• Customer Relationship Management Overview
  • Exactly what is Customer Relationship Management?
  • Why is Customer Relationship Management important to my business?
  • Developing a Customer Strategy
  • How to create a plan to interact with customers
  • How to assign a value to my customers
  • Is my organization ready for Customer Relationship Management?
• Data Architecture
  • Key elements of successful customer data architecture
  • What does a customer information database look like and how is it different from my legacy databases?
  • How do I develop my customer information database and avoid pitfalls?
  • Tool Landscape
  • What tools and data do I need when building my customer information database?
  • What is available to help me analyze my customer data and get to know my customers?
  • What software should I use to manage execute my personalized marketing programs?
  • How do I integrate personalized customer communications with sales and service?
  • Analyzing Customer Information
  • How can I use decision support reporting technology to understand customer behavior?
  • What are the different types of reporting and business intelligence software available, and how do I choose the right one for my business?
• Campaign Contact Management
  • What is the process? (interactive dialogue; talk, listen, react, repeat)
  • How can I be consistent in my message across product and channel groups?
  • How do I present my message to customers through all channels (sales force automation, call center, e-mail, Web, mail, point-of-sale)?
  •  How do I choose the right tools for my situation? How do I integrate the tools?
• Listening, Measuring, Learning, and Responding
  •  How can I leverage what I learn from my customer responses for economic benefit?
  • What process do I use to formulate and test different direct marketing and personalization approaches?
  • How do I automate and shorten the learning loop?
  • Developing a Business Case
  •  What are the risk and return elements I should consider in a CRM business case?
  • What metrics can be used to measure benefit from CRM initiatives?
• Creating the Customer Relationship Management Organization
  • What changes need to be made in order to implement marketing driven technology?
  • Who owns the technology - IT or marketing?
  • What cultural changes are required and how do you get through it?
  • Group Discussion
  • Case results are presented by working groups
  • Selected attendees present long term and short term next steps
  • Conclusion
  • What have we learned?
  • What's next for Customer Relationship Management? (strategies, market trends, technology trends) 

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