• Understand CRM in the context of the organisation's business and customer strategy 
• Understand the benefits of CRM and the processes that constitute a CRM framework
• Use Customer Lifetime Value, BCG Matrix and the McKinsey/GE Customer Portfolio Matrix to select customer portfolios
• Manage the activities of the Customer Life-Cycle, i.e. customer acquisition, retention and recovery
• Identify the most appropriate channels and media through which to interact with customers
• Identify the most appropriate performance indicators to measure the effectiveness of the CRM activities
• Learn the critical success factors in implementing a CRM

Course Content

• What is Customer Relationship Management?
  • How does CRM impact the organisation
  • Does the organisation need CRM?
    
    
• Strategy Development
  • What business are you in?
  • CRM supporting the Business Strategy
    
    
• Looking at Customers
  • Identifying your customer
  • Segmenting your custome
  • Customer expectations
    
    
• Value Creation
  • Customer and company value
  • Customer Life Cycle
  • Building Value Propositio
  • Customer lifetime value
    
    
• Customer Interactions
  • Channel and media integration
    
    
• CRM Information System
  • Organisation information on customers
    
    
• Measuring CRM
  • Measuring performance
    
    
• Characteristics of excellent CRM

Learning Methodology
Interactive methodologies such as discussion, presentation and case studies are used to provide participants with many opportunities to acquire and demonstrate their learning.

Who Should Attend
Managers who need to set-up and manage CRM systems in their company, Executives who need to implement Customer Relationship Management activities and All Customer Service Personnel.

Course Details
Duration: 2 days (14 hrs)
Time: 9am - 5pm
Course Fee: $449.40 (Incl 7% GST)
SDF Support: $56.00 [SDF support is applicable for SMEs only. Conditions apply.]