Our Courses

Customer Relationship Management – Master Class

Effectively managing differentiated relationships with customers, and communicating with them on an individual basis, is becoming essential for improving engagement, relationships and in turn, profit. With the expansion of consumer touch points across offline and online channels, a multi-channel approach to Customer Relationship Management (CRM) is vital to success.

Delegates to this CRM Master class Programme will learn a strategic, holistic and structured approach to planning, designing and deploying CRM solutions that harness the power of integrated digital and offline channels. They will also learn a clear approach to designing and executing a high-performance CRM solution that maximises customer life time value, reduces customer service costs and drives revenue – and can prove CRM helps businesses use technology and human resources to gain insight into the behaviour of customers, and the value of those customers. 

It can help provide better customer service, increase customer revenues, discover new customers, cross sell/up sell products more effectively, help sales staff close deals faster, make call centres more efficient, and simplify marketing and sales processes.

Knowledge Development Objectives

Upon completion of the course, delegates will be able to:

  • Define an optimal CRM strategy, synchronised with brand and business strategy
  • Identify customer life cycle management opportunities and requirements and define key performance metrics
  • Translate the CRM strategy into a customer communications plan
  • Understand the underlying data and technology set underpinning the CRM solution
Course Content

Day 1:

Analyse the solution

  • Define the optimal CRM approach for your business
  • Synchronise the CRM strategy with the broader business and marketing strategies
  • Identify value creation opportunities in the customer life cycle management process

Day 2:

Design the solution

  • Define key performance and customer insight requirements
  • Translate the CRM strategy into a top line customer communications plan
  • Use a generic CRM solution model to identify the key components of the required CRM solution (people, process and technology)

Day 3:

Define a high level data and systems architecture for the CRM solution

  • Justify the solution
  • Use a standard CRM business case model to structure the business justification
  • Implement the solution
  • Define the overall change and process management required for implementation. Distil these down into an implementation plan for the new CRM solution
Who Should Attend

Relationship Managers/Senior Relationship Managers.