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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 increase 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.
Teaching Activities
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 Manager Certification, participants should attend the two-day
course, complete an online exam and submit a CRMM project paper.
Each participant has 1 month from the course date to complete the
online exam. It takes approximately 1 hour. The exam scope covers
the CRM strategy, practices and processes presented in the course.
All exams are on pass / fail basis. If necessary, a CRM Certified
Instructor will review your 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
Managing Customer
Satisfaction
•
Customer Satisfaction & Loyalty
• Linking
Satisfaction to Business Results
• Customer
Satisfaction Survey
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
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 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
Managing
Technology
• Today s CRM Technology
• Getting Through To Your Customer Touchpoint
• Processing
Customer Requirements & Data
• Knowledge
Management
• Linkages of
Contact Functions
• Disaster
Recovery Plan
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