Course Summary

Length

1.0 day

Course Overview

In this course, participants learn how to create customer loyalty, develop a market intelligence enterprise, and effectively implement customer relationship management. This program explores the costs and outcomes of CRM, CRM pre-implementation strategies, the CRM implementation process, tactics used to test CRM, and ways to modify operations costs to become customer focused. This program also covers managing customer relationships over the Internet (eCRM), eCRM characteristics, process automation with eCRM, and customizing eCRM interfaces for each type of user role.

Learning Objectives

Upon successful completion of this course, students will be able to:

Successfully create customer loyalty

Define the four marketing tiers

Define the four types of CRM

Define the CRM process, and evaluate critical success factors

Manage customer relationships over the Internet

Recognize the characteristics of eCRM

Automate processes with eCRM

Customize eCRM interfaces for each type of eCRM user

Topics Covered

Customer loyalty

Create loyal customers

The market intelligence enterprise

Managing information within the enterprise

Managing customer communication channels

CRM basics

Types of CRM

CRM objectives

CRM process, impact and success factors

CRM planning

Costs and impacts

Implementation team roles and requirements

Technology requirements and process changes

Organizational impacts

Success matrix

Preparing for Implementation

Redesigning work processes

Multistage implementations

Implementing the CRM

Bring CRM to the Internet (eCRM)

Using eCRM as a competitive advantage

eCRM features and capabilities

Disadvantages of eCRM

Automating marketing and sales departments

Customizing to reach business outcomes

Project stakeholders

Personalized messages, offers, and communication channels

Measuring speed and effectiveness

Measuring success and ROI