Understanding Customer Relationships
- Introduction to CRM
- Understanding relationships
- Managing the customer lifecycle – customer acquisition
- Managing the customer lifecycle – customer retention and development
- Sales and marketing directors, managers, executives, practitioners and staff.
- Senior and mid-level managers who are involved in customer relationship management (CRM) programmes and system implementations, whether in a marketing department, the sales force or the service centre.
- Contemporary CRM professionals who sell products or services, to consumers or businesses.
- Senior managers who realise that profitable customers are their company’s greatest asset and seek guidance to retain them.
- Those who wish to understand the CRM landscape that covers the vastness between operational and strategic CRM, with an overview of customer-related data and data mining.
- Managers looking to take customer-centred strategies to the next level.
Upon completion of this course, you will be able to understand:
- What CRM is.
- Three different types of CRM.
- CRM’s main stakeholders.
- Different contexts in which CRM is used.
- Why companies and customers might want to develop relationships with each other, and why they sometimes do not.
- The three main stages of the customer lifecycle – customer acquisition, customer retention and customer development.
£525 + VAT