CRM: An Introduction to Customer Relationship Management

This course will help you teach participants how to:

• Demonstrate an understanding of the terms and benefits of CRM on a company’s bottom line
• Analyze the different components of a CRM plan
• Develop a checklist for readiness and success in CRM
• Describe how CRM creates value for organizations and customers
• Consider developmental roles that have the greatest impact on CRM

You will spend the first part of the day getting to know participants and discussing what will take place during the workshop. Students will also have an opportunity to identify their personal learning objectives.

Customer Relationship Management

To begin, participants will look at what CRM programs they are involved in and how these programs have affected their lives. Participants will also explore the meaning of CRM and its potential value.

What CRM Is and Who It Serves

Next, participants will look at different types of CRM programs and the needs they can serve.

Checklist for Success

This session will explore evaluation metrics and privacy issues.

Requirement Driven Product Selection

During this session, participants will look at the Requirement Driven Product Selection process. This process requires defining the business need (or pain or problem, depending on the issue), deciding which functions are needed to meet the requirements, and then defining the products that support the selection.

Considerations in Tool Selection

This session will look at ways to narrow the scope of your field and to get the right people to move your CRM program along.

Strategies for Customer Retention

Next, participants will explore ways to retain customers through a large group discussion.

Building the Future

During this session, participants will explore the four pillars of CRM and how they can use them to help others embrace the CRM plan.

Homegrown vs. Application Service Provider

Participants will look at the advantages and disadvantages of developing a program in-house versus using an Application Service Provider.

The Development Team

This session will give participants the framework for building a stellar CRM team.

Evaluating and Reviewing Your Programme

To conclude the day, participants will look at some evaluation tools, including customer profiles and life cycles.