COURSE OVERVIEW:

Customer relationship management (CRM) is the combination of practices, strategies and technologies that companies use to manage and analyse customer interactions and data throughout the customer lifecycle, with the goal of improving customer service relationships and assisting in customer retention and driving sales growth.

CRM programs compile customer data across different channels, or points of contact between the customer and the company, which could include the company's website, telephone, live chat, direct mail, marketing materials and social media. CRM programs can also give customer-facing staff detailed information on customers' personal information, purchase history, buying preferences and concerns.

A CRM program helps you focus on your organisation’s relationships with individual people — including customers, service users, colleagues, or suppliers — throughout your lifecycle with them, including finding new customers, winning their business, and providing support and additional services throughout the relationship.

A CRM program gives everyone — from sales, customer service, business development, recruiting, marketing, or any other line of business — a better way to manage the external interactions and relationships that drive success. A CRM lets you store customer and prospect contact information, identify sales opportunities, record service issues, and manage marketing campaigns, all in one central location — and make information about every customer interaction available to anyone at your company who might need it.

This course explains what CRM is - what it delivers, what knowledge it provides and what benefits it brings. Then discusses the main issues affecting customer relationships and provides a checklist of questions to address and points to consider. How your customers, their needs and relative values is central to implementing a CRM strategy, as is the need to align business processes, technology and marketing initiatives is also explained. Then it highlights the differences and the common ground between business to business (B2B) CRM and business to consumer (B2C) CRM. Finally, it explains each department’s contribution to the CRM initiative, with particular emphasis on the roles of marketing and IT services – the graveyard of so many CRM programs.

LEARNING OUTCOMES:

By the end of this course, you will be able to understand:

• What is customer relationship management?
• The drivers for customer relationship management
• How will you respond to increased competition and reduced margins?
• The changes in way organisations are valued
• How to measure and communicate your value?
• Your customer expectations
• How customer knowledge is increasing exponentially?
• How CRM provides a framework for understanding who the customer was, is and will be in the future?
• How to guard your organisation against coming plague of 'serial switchers'?
• Why consider future economic landscape?
• The framework for customer relationship management
• How to calculate future customer value?
• How to strengthen customer bonds through relationship marketing?
• How to create an integrated CRM program team?
• The differing CRM themes & start points
• The business to business CRM
• The business to consumer CRM
• The typical B2B CRM content
• The market/segment information
• The organisation profile and sales account information
• The contractual obligations – difference between profit and loss
• What the new business development addresses?
• What the new product development/improvement addresses?
• The distinct differences between business to consumer CRM and business to business CRM
• The consumer buying process
• The typical B2C CRM content
• The predictive modelling and key drivers
• The different roles played in a CRM program
• Marketing in a CRM program
• The key questions that should be asked on behalf of the customer about an approach, service, product or output from the CRM program
• Direct marketing in CRM
• A strategy for building customer knowledge
• Why consider the opportunity to plan, test and improve your CRM program?
• Customer profitability measurement
• What the role of an organisation's information technology services team must be focused on?
• How securing involvement of finance & administration can reap significant rewards?
• The key role of sales' in a CRM program
• What a CRM program enables R&D to do?

COURSE DURATION:

The typical duration of this course is approximately 2-3 hours to complete. Your enrolment is Valid for 12 Months. Start anytime and study at your own pace.

COURSE REQUIREMENTS:

You must have access to a computer or any mobile device with Adobe Acrobat Reader (free PDF Viewer) installed, to complete this course.

COURSE DELIVERY:

Purchase and download course content.

ASSESSMENT:

A simple 10-question true or false quiz with Unlimited Submission Attempts.

CERTIFICATION:

Upon course completion, you will receive a customised digital “Certificate of Completion”.