Overview & Objective
Establishing and sustaining life-long customer relationship is the
key to success in the new interactive economy. Differentiating
customer treatment based on customers needs and values hold the key
to increasing customer loyalty, satisfaction and profitability. The
course incorporates group interaction, real life case study
scenarios and dynamic facilitation of course materials to create a
positive and exciting experience.
Successful Customer Relationship Management Director will learn how
to strategically align their organizations to build profitable
customer relationship. This course provides you with the knowledge
and tools you need to create long-term strategies that meet business
growth and customer lifetime value and CRM implementation
objectives.
Course Discussions and Exercise
Lots of
Peer-to-Peer consulting opportunities and exercises allowing
participants immediately apply the contents that they have learnt in
class. In-class activities are designed to accommodate a broad range
of CRM environments.
Certification Procedures
To achieve the CRM Director Certification, participants should
attend the two-day course, complete an online
written exam and submit a project paper. Each participant has 1
month from the course date to complete the online
written certification exam.
The exam scope covers the CRM strategy, practices and processes
presented in the course. The written exam takes approximately 1
hour. All exams are on pass / fail basis. If necessary, a CRM
Certified Instructor will review your exam and project with you and
help you plan for success.
Who
Should Attend
Suitable for all levels of staff involved with CRM. Prior
knowledge of CRM techniques is an advantage but not essential. |
Course Outline
Successful CRM Strategy
• CRM and Business Impact
• Importance of CRM within the Enterprise
• CRM - Major Areas
• Aligning your Corporate Strategy
• 3 phases of CRM
CRM Proposition & Benefits
• Driving force and objectives of CRM
• 3 Stages of Customer Loyalty Management
• Aligning for CRM Success: Corporate Vision & Mission
• Calculate your Net Present Value (NPV)
CRM Project Management
• Formulating a solid CRM vision
• Best Practices for management buy-in
• Relationship between business processes and CRM implementation
• Effectively select a CRM vendor
• CRM projects & Change Management
• 7 critical steps for a successful CRM implementation
• Top 10 reasons why CRM projects fail
CRM's Return on Investment
• Justifying Investments
• Working with decision makers
• The 6-Step ROI Process
• Quantifying the benefits and costs of a solution
• Best Practices on how to present your ROI case
• Case Study: Calculating your ROI
CRM Systems
• Building a 360 degree view of the Customer
• Differentiating between various information types
• Know who are the key providers of CRM information systems
• Selecting and Managing CRM Vendors
• Understand more about calculating the Total Cost of Ownership of
IT equipment
Knowledge Discovery & Knowledge Management
• The Evolution of Knowledge Management
• Understanding Knowledge Value
• Relationship between information and knowledge
• Best Practices for Knowledge Measurement
• The Knowledge Management framework
• Knowledge Types
• Calculating your Customer Lifetime Value (CLV)
Data Mining & Data Warehousing
• An Introduction to Data Mining
• Challenges of Data Mining
• Data Mining Techniques
• A Step-by-Step Process of Data Mining
• Models & Algorithms
• Building Decision Trees
• Next Generation of Data Mining |
