Course overview
This CRM training course provides the framework for relevant customer engagement through the lens of customer relationship management. It provides strategies to approach engagement with a clearer view of how and who to engage, with what, where and when – across the customer journey
Course content
Setting meaningful objectives
- Setting business objectives from the customer’s point of view
- Translating objectives into outcomes and KPIs
- Knowing what success looks like: measurement and reporting
Understanding your customer
- What defines a valuable customer?
- Creating workable customer segmentation
- Tackling Big Data and knowing what matters
- The importance of the single customer view and steps to achieving it
Defining the relationship and customer experience
- The truth about engagement and commitment
- What makes a successful relationship
- Organisational collaboration and its effect on the customer experience
- Mapping the customer journey: the backbone of the relationship
- Identifying areas of greatest importance and influence•How small things can make a difference
- Balancing quick wins with the longer term
Creating the CRM plan
- Creating the layers of the CRM plan
- Mapping touchpoints, channels and processes
- How to combine online and offline channels effectively
- Budget optimization
- Meaningful measurement
- The macro and micro of measurement
- The importance of test and learn
Booking information
This course can also be tailored to the specific needs of your organisation. Please enquire on 020 3353 3923 or email corporate.masterclasses@theguardian.com
