Introduction
- CRM, once a buzzword like many others before it, has come of age and remains in the periscope at the highest level of most organisations. Starting in the business to consumer (B2C) arena, CRM is now reaching into business- to business (B2B) settings. Finally, technology and marketing are truly coming together.
- RBNC designed this course to take a practical whole-of-business approach to getting results through CRM from pivotal strategic decisions that need to be made, to practical tactics that can be put into effect tomorrow.
- Participants are given several individual time slots to complete their own CRM game plan and to apply ideas they have been exposed to in the course.
How you will benefit
Participants will be able to use the knowledge from this course to compare their Customer Relationship Management programmes with best practice and build in fresh thinking and practical ideas for doing better.
Who should attend
RBNC designed this course for managers in organisations who:
- Are considering where to start with CRM- waiting until technology and strategy has proven itself
- Have been actively managing their customer bases for years with good success, but wonder where to go next
- Have invested heavily in CRM and are seeking to leverage their spend
What you will cover
Module 1: Definitions of CRM
- Defining CRM and its Importance to Companies
- Customer Loyalty and Optimizing Customer Experience
- The Life Time Value of a Customer
- CRM Mistakes and Blind Spots
- The Difficulties of CRM
Module 2: CRM in Marketing
- Relationship and One-to-One Marketing
- Cross Selling and Up-Selling
- Customer Retention and Profitability
- Customer and Business Value
- Customer Relationship Management Training for Marketers
- Sample of Software Applications in the Market
Module 3: CRM and Customer Service
- Call Center and Customer Care
- Customer Satisfaction Measurement
- Customer Service Checklist for Success
- Customer Service Training
- Tools and Applications for Customer Service
Module 4: Sales Force Automation
- Activity, Contact and Lead Management
- Knowledge Management
- Business Training for Sales Force
- Exposure to Applications for Sales Force Automation
Module 5: Planning CRM Programs
- Developing a CRM Strategy
- CRM Business Plan
- Cost Justifying CRM
- Choosing CRM Tools and Suppliers
- Customer Relationship Management Software
Module 6: Managing a CRM Project
- Implementation Checklist
- CRM Roadblocks and Saboteurs
- Looking toward the Future
- CRM Training Program and Customer Loyalty
- The New Rules of Marketing and PR
- From Social Media to Social CRM