Customer Relationship Management (CRM)

Rationale

Customer relationship management software have become very popular in recent years. Extremely powerful and quite economic they hold promises of unparalleled customer insights leading to superior personalized service, customer loyalty and higher profitability. However, many organizations only use CRM as a glorified address book, thereby foregoing much of its capabilities. In this course, and through practical examples and exercises, you will learn to unleash your CRM’s potential. From the systematic capture of customer data to its analysis and from drawing the right conclusions to making the most pertinent decisions you will be able to use CRM to maximize customer lifetime value and satisfaction.

Target Audience

This course targets marketing managers, analysts and staff, sales and customer care managers and supervisors as well as interested members of the team involved in designing applications for the organization’s CRM system.

Target Competencies

•          Analytical and logical
•          thinking
•          Decision making
•          Customer orientation
•          Marketing and sale
•          Customer relationship
•          management

Course Methodology

The course uses a variety of techniques such as presentations by the consultant, exercises, self-assessment questionnaires, case studies (some based on real industry examples), video clips by top CRM manufacturers as well as class discussions.

Course Objectives

By the end of the course, participants will be able to:

• Explain why Customer Relationship Management (CRM) is essential for attracting, retaining and growing loyal customers
•  Defend the uses and objectives of a CRM system
•  Use of the power of CRM to maximize customer acquisition, profitability and retention
•  Gain and Use customer insight to design highly effective, as well as cost efficient, marketing campaigns 
•  Apply an approach to CRM best suited to their organizations

Course Outlines

■  What is Customer RelationshipManagement?

■  ImpactofITandGlobalizationonCRM

■  Evolution of CRM andClassifications

■  The ValuePyramid

■  Customer InteractionCycle

■  CustomerProfilingandTotalCustomerExperience

■  GoalsofaCRMStrategyandObstacles

■  CRM Solutions Map

■  Customer Centric Enterprise(CCE)

■  Discussing People, Processes andTechnology

■  CRM in VariousIndustries

■  Different Processes and InformationFlow

■  Customer Lifecycle Management (CLM)

■  Customer Lifetime Value(CLV)

■  Contact Management

■  Activity Management

■  IssueManagement

■  WorkflowManagement

■  Sales Force Automation(SFA)

■  OpportunityManagement

■  MarketingAutomation

■  CollaborationProcesses

■  Enterprise Portals andDashboards

■  An Introduction toAnalytics

■  Pattern BasedStrategy

■  Analytics Techniques andMethods

■  CRM Intelligence ManagementCycle

■  CRM DataWarehouse

■  Customer Centric DataMining

■  MeasuringProfitability

■  Classifications of CRM Tools

■  Microsoft Dynamics CRM3.0

■  SugarCRM

■  VtigerCRM5

■  OpenCRX

■  Compiere ERP andCRM

■  SalesforceCRM

■  Zoho CRM

■  BATOICRM

■  Defining the CRMVision

■  Assessing CRMReadiness

■  Factors Affecting CRMImplementation

■  CRM ImplementationChallenges

■  Phases of CRMImplementation

■  Upgrades and Change Management

■  CRM ImplementationPitfalls

■  CRMinDifferentIndustriesandSectors

■  CustomerRelationshipManagement(CRM)inBanking

■  CRMSolutionforaFarmEquipmentManufacturer

■  CustomerRelationshipManagementatFarmCreditServicesofMid-America

■  DevelopingE-GovernmentIntegratedInfrastructures:ACaseStudy

■  ACaseStudyofEmergentandIntentionalOrganizationalChange