A 5-day training course to equip participants with the important concepts, tools, and techniques of Customer Relationship Management (CRM).
• understand what is Customer Relationship Management (CRM) • Understand why CRM is essential for attracting, retaining and growing loyal customers • Determine the uses and objectives of a CRM system • Use CRM tools and concepts to understand, segment and manage customers • Use CRM to improve marketing, sales and customer service • Recognize best practices in implementing and measuring a CRM strategy • Understand and practice key skills for dealing with customers
Who Should Attend?
• Telecommunications managers and other managerial staff working in call centers, customer service, marketing or sales or looking to complement their skill-set by gaining a good understanding of customer relationship management and how it can be used to provide more customer focus to their activities.
What is Customer Relationship Management (CRM)?
• Definition • Focus on relationships • How does CRM impact the organization? • Reasons to take the CRM route • Five views of CRM
Identify your customers
• Identifying your customer • Internal customers • External customers • Why do we need customers? • Customer expectations • Integrating the customer • Generating a customer-focused solution
Segmentation of your customers
• Build groups with similar attributes • Customers vs. objectives • Define action plan • Campaign management
Managing your customers
• Why manage customers? • The Pareto principle • Customer value • Hierarchy of service • Information vs. knowledge • Customer and culture
CRM in marketing
• Traditional marketing vs. relational marketing • Relationship and one-to-one marketing • Customer lifecycle • Build a loyalty • Revenue stimulation • Customer retention
CRM and customer service
• Call center and customer care • Customer satisfaction measurement • Customer service training
CRM and sales
• Activity, contact and lead management • Business training for sales
CRM as a business process
• Recommendations • Data quality • Data integration • Differentiated execution across touch points • Critical success factors • Best practices
• Characteristics of excellent CRM • Measuring customer service • Measuring sales service • Measuring marketing initiatives • Problems in CRM • Process analysis in CRM
Standards and continuous improvement in CRM
• Standards • Continuous improvement in CRM
CRM, communication, and people
• Communication as a CRM activity • People and CRM
• Best practices • Looking toward the future • Social CRM
NOT INTERESTED IN THIS COURSE?
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