CRM: An Introduction to Customer Relationship Management

LEARNING OUTCOMES:

• Demonstrate an understanding of the terms and benefits of CRM on a company’s bottom line
• Analyze the different components of a CRM plan
• Develop a checklist for readiness and success in CRM
• Describe how CRM creates value for organizations and customers
• Consider developmental roles that have the greatest impact on CRM
• Building CRM Team

 

COURSE OVERVIEW & CONTENT:

"CRM is about the future of customer loyalty, keeping them happy, and customer delight"

CRM, or Customer Relationship Management, is a business strategy and set of tools used to manage and analyze interactions with customers, with the goal of improving business relationships with customers, assisting in customer retention and driving sales growth.

Attending training on CRM will help employees to understand how to effectively communicate with customers and address their needs, leading to better decision making and strategy development, increased efficiency and productivity in customer-facing roles, and better understanding of customer needs and behavior, leading to improved customer satisfaction and retention.

This course will describe the different facets of Customer Relationship Management (CRM). It will also explain how to identify who the customers really are, analyze the key components of CRM, and understand how it integrates within an organization.

Customer Relationship Management         

• What CRM Programs are Involved in
• Customer Relationship Management in Your Everyday Life
• What’s in It for Me?
• The Meaning of CRM and its Potential Value

What CRM Is and Who It Serves

• Different Faces of CRM
• The Needs they Can Serve
• Who is the Customer?

Checklist for Success

• Evaluation Metrics
• Privacy Issues

Requirement Driven Product Selection

• Requirement Driven Product Selection
  • Defining the Business Need (or Pain/ Problem)
• Determining Function
  • Which Functions are Needed to Meet the Requirements
  • Defining the Products that Support the Selection

Considerations in Tool Selection

• What’s Your Function in the Field?
• Narrow the Scope of Your Field
• Getting Information In and Out
• Getting the Right People

Session Seven: Strategies for Customer Retention

• Getting More from Your Core
• Customer Scenarios

Building the Future

• The Four Pillars of CRM
• Roadblocks
• Selling CRM

Homegrown vs. Application Service Provider       

• A Broad Look
• A Closer Look
• The Advantages and Disadvantages of Developing a Program In-House
• Using an Application Service Provider

The Development Team       

• The Framework for Building a Stellar CRM Team

Evaluating and Reviewing Your Program

• Customer Profiles
• Customer Life Cycles
• Evaluating and Reviewing CRM

 

COURSE DURATION: TWO DAYS