By the end of this programme, participants will have:
- Have greater understanding of what CRM is and how it can create value for their customers
- Have developed skills in dealing with complex customer relationships
- Have developed the necessary skills to implement a CRM system
- Have developed skills enabling them to ensure that staff are committed to the CRM changes and processes
- Be aware of the major CRM software platforms and how they relate to their own organisational needs
- Have developed skills in evaluating CRM initiatives
DAY 1
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- What is a customer?
- Who are your customers? – internal and external
- How do our customers see us?
- VIDEO – Creating the Repeat Customer
What is Customer Relationship Management (CRM)?
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- Culture
- Technologies
- Processes
- Creating value for the customer through CRM
- How to develop a customer focused culture
- Identify the benefits of CRM for your organisation
- Exercise
- Examine aspects of your organisation which could hinder or help a successful CRM approach
DAY 2
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- Understanding what customers want: exploiting CRM strategies to maximise customer retention and loyalty
- Capturing, managing and exploiting customer information
- Developing CRM strategies in line with business values and goals
- Case study and syndicate discussion
Supporting CRM
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- The importance of interdepartmental communications for CRM
- Developing the skills to support people through change
- Exercise
DAY 3
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- CRM – the partnership of strategy and technology
- Identifying the role of the IT department
Software
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- Identifying and evaluating the major CRM software platforms
- Implementing CRM changes – The Action Plan
- Implementing CRM changes into business processes
DAY 4
Ensuring Staff Commitment to the CRM Process
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- Applying CRM to complex business relationship management
- Ensuring that the basis for CRM is clearly defined as well as the benefits and possible risks
- Ensuring that procedures and initiatives are in place to help with the necessary cultural organisational changes
- Optimising one-to-one relationships with your best customers
- Role play exercise
- Case study
DAY 5
Evaluating CRM
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- Handling customer complaints
- Understanding what should be measured
- Exercise
- Designing key performance indicators for your organisation
- Leading an evaluation project
- Exercise
