Introduction

This program is designed for:

Relationship managers, marketing managers, sales and customer care managers and supervisors, and senior sales and customer service staff.

Objectives

• Articulate why Customer Relationship Management (CRM) is essential for attracting, retaining and growing loyal customers.
• Determine the uses and objectives of a CRM system.
• Recognize best practices in implementing a CRM strategy.
• Apply CRM for improving marketing, sales, customer service, and customer contact.
• Use social CRM to drive collaboration among salespeople to increase their effectiveness.
• Appreciate different approaches to CRM that are best suited to their organizations’ culture.

Content

Definitions of CRM

• Defining CRM and its Importance to Companies
• Customer Loyalty and Optimizing Customer Experience
• The Life Time Value of a Customer
• CRM Mistakes and Blind Spots
• The Difficulties of CRM

CRM in Marketing

• Relationship and One-to-One Marketing
• Cross Selling and Up-Selling
• Customer Retention and Profitability
• Customer and Business Value
• Customer Relationship Management Training for Marketers
• Sample of Software Applications in the Market

CRM and Customer Service

• Call Center and Customer Care
• Customer Satisfaction Measurement
• Customer Service Checklist for Success
• Customer Service Training
• Tools and Applications for Customer Service

Sales Force Automation

• Activity, Contact and Lead Management
• Knowledge Management
• Business Training for Sales Force
• Exposure to Applications for Sales Force Automation

Planning CRM Programs

• Developing a CRM Strategy
• CRM Business Plan
• Cost Justifying CRM
• Choosing CRM Tools and Suppliers
• Customer Relationship Management Software

Managing a CRM Project

• Implementation Checklist
• CRM Roadblocks and Saboteurs
• Looking toward the Future
• CRM Training Program and Customer Loyalty
• The New Rules of Marketing and PR
• From Social Media to Social CRM