Customer Relationship Management

Customer Relationship Management

OBJECTIVES

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

• Understand why Customer Relationship Management CRM is essential for attracting, retaining and growing loyal customers.
• Determine the uses and objectives of a CRM system.
• Recognize best practices in implementing a CRM strategy.
• Use CRM for improving marketing, sales, customer service, and customer contact.

WHO SHOULD ATTEND?

Relationship managers, marketing managers, sales and customer care managers and supervisors, and senior sales and customer service staff.

COURSE OUTLINE

Definitions

• Defining CRM
• Importance of CRM to Companies
• Customer Loyalty and Optimizing Customer Experience
• CRM and Business Intelligence
• CRM Mistakes
• Why CRM is Hard?
• Where Does CRM Fit?

CRM in Marketing

• Relationship and One to One Marketing
• Cross Selling and Up-selling
• Customer Retention
• Customer Profitability and Value Modeling
• Customer and Business Value

CRM and Customer Service

• Call Center and Customer Care
• Customer Satisfaction Measurement
• Customer Service Checklist for Success
• Customer Service Training

Sales Force Automation

• Activity, Contact and Lead Management
• Knowledge Management

Planning CRM Programs

• Developing a CRM Strategy
• CRM Business Plan
• Cost Justifying CRM
• Choosing CRM Tools and Suppliers

Managing a CRM Project

• Implementation Checklist
• CRM Roadblocks and Saboteurs
• Looking toward the Future
• CRM Training Program