Customer Relationship Management (CRM)

Section One

• What is Customer Relationship Management?
• How does CRM impact the organization?
• Why does the organization need CRM?
• Customer Relationship Management as a product
• Customer Relationship Management as a process
• Looking At Customers
• Identifying your customer
• Internal and External customers
• Why do we need customers?
• Customer expectations
• Integrating the customer
• Generating a customer-focused solution

Section Two

• Managing and Measuring the Customer Relationship Management
• Hierarchy of service
• Information vs. knowledge
• Customer value and culture
• Characteristics of excellent CRM
• Measuring customer service
• Continuous improvement in CRM
• CRM as a Business Process, Communication, and People
• Conducting meetings
• Developing the relationship
• People and CRM

Section Three

• Negotiating with Customers
• Identify and negotiate the best deal/ outcome possible
• Recognize the different approaches to the negotiating process
• Identify, develop and employ interpersonal skills
• Work on individual strengths and weaknesses
• Develop flexibility
• Develop successful strategies
• One- to- one and team- to- team negotiation
• Clarity in Meeting Preparation
• Creating meeting objectives that are clear and specific
• Setting an agenda
• Structuring the agenda – where to place the least and most important items
• How to lobby for support
• Collecting appropriate data from interested parties
• Briefing minute takers and guest speakers

Section Four

• Achieving crystal clear communication?
• Powerful listening and questioning techniques to understand what customers need
• Typical customer behavior patterns
• Body language clues that show how others are thinking and responding to you
• Lenses or filters to communication
• Communications models
• Using perceptual positions to understand your customers’ point of view
• Choosing communication channels to increase engagement

Section Five

• Illustrating positive and negative attitudes and mindsets
• Getting customers beyond mere satisfaction
• Customer’s loyalty
• Responding to difficult customers and co-workers with appropriate communication styles
• Modeling appropriate customer service skills in the community and workplace