Customer Relationship Management

Course Outline

Overview

This CRM training course is designed to provide you with a comprehensive set of skills and knowledge to get the most out of your CRM system.

The course will also include a site visit to an organization relevant to the course so delegates can develop an understanding of how their contemporaries function in the real-world.

The course will wrap with a summary of the key learning points, followed by an action planning exercise with a view to apply the acquired knowledge and skills immediately upon your return to work. Post-course support is also available in relation to the implementation of your action plan, up to six (6) months following course completion.

Agenda

Introduction to Customer Relationship Management

• What is CRM?
• Mastering relationships
• The customer lifecycle – customer acquisition
• The customer lifecycle – customer retention and development

Customer Relationship Management – Implementation

• Define a CRM strategy and philosophy
• Ensure top management buy-in
• Develop a change management plan
• Smoothly roll out your CRM
• Know your CRM critical success factors

The Customer Experience – Managing Relationships

• What is a relationship?
• Relationship quality
• Customer satisfaction, loyalty and business performance
• Researching the satisfaction-profit chain
• Relationship management theories

Site visit

• Industrial visit to a relevant organization.
• An insight into the internal working of companies.
• An opportunity to learn through interaction with practising professionals.

Course Review

• Summary and recap of key learning objectives
• Action Planning

Target Audience

This CRM training course is suitable for:

• Directors of Sales and Marketing
• Sales and Marketing Managers, Executives, Practitioners and Staff.
• Senior and Mid-level Managers who are involved in CRM programmes and system implementations.
• Staff who wish to understand the CRM landscape.
• Managers looking to take customer-centred strategies to the next level.

Learning Outcomes

Upon completion of this course, you will be able to:

• Understand the role of CRM in organizations.
• Develop the skills to implement a CRM system.
• Appreciate the requirements for building excellent relationships with customers.
• Develop a practical perspective into contemporary work practices in your field.
• Implement an Action Plan at your workplace using the knowledge and skills acquired through the course.