Customer Relationship Management (CRM) is a multi-faceted approach to improving one's business through the successful acquisition and retention of a select customer base.
CRM is an integrated information system that is used to plan, schedule, monitor and control the pre-sales and post-sales activities in an enterprise or organization. This course is a vehicle to make the most of CRM techniques for enhancing customer service, sales force effectiveness and marketing strategy.
Customer Relationship Management (CRM) Fundamentals introduces the attendees to the benefits of creating customer loyalty, developing a market intelligence and pro-active enterprise, and incorporating customer relationship management into your organization. It includes CRM methodologies, strategies, software, and web-based capabilities that help an enterprise organize marketing, sales, services and and manage customer relationships.
Objectives
After completing this course, students will be able to:
Understand Marketing, sales and custimer service processes
Identify the steps for creating loyal customers
Identify the goals of a market intelligence enterprise
Understand CRM buzzwords
Understand the basics of CRM process
The various roles CRM plays in business, and why it's more important than ever
Understand customer service excellence and how to win and keep customers
Understand the differences between analytical CRM and general CRM
CRM products and services
Course Outline
Creating Customer Loyalty
The benefits of excellent service
Focusing on customer service success
Managing customer expectations
Why customer satisfaction is based on perceptions
Integration of marketing, sales, service and business intelligence
Sales Force Automation Responses to campaigns
Shipping and fulfillment dates
Sales and purchase data
Account information
Web registration data
Service and support records
Demographic data
Web sales data
Marketing data
Disjointed efforts and manual processes
Fulfillment data
Sales data
Principles of CRM
Background, the methodology, and the particulars of managing customer relationships
Capabilities for sales, service, and marketing
Satisfy customers, shareholders, and deliver a measurable ROI
Front- and back-office functions
CRM/eCRM process flow
Identify the goals of CRM
Customer-centric business stratgy and CRM process
Acomprehensive framework for CRM
Customer Support
Marketing Automation
Analytics
Document Management
Contract Management
Customer Service
Customer/Vendor/Employee Loyalty
E-Business and CRM
Organizational Culture
Organizational Structure
Partner Relationship Management
Knowledge Management for CRM
Creating strategies for successful CRM implementation
Achieving a positive ROI concerning CRM
CRM Implementing
An Analytical Framework for CRM
Customer Intelligence
Demand Visibility and Response
An Enterprise-Wide Approach to CRM
Real-time availability checks
Contract management
Billing management
Fulfillment visibility
Order tracking
Implementation guidelines for success
Role of Workflow and EAI
Explore project planning process of CRM
Review successful CRM deployments
Discuss successful and unsuccessful CRM deployments
A Review of CRM Failures
What Went Wrong with CRM
Why CRM Projects Fail
Step through a practical process for managing a CRM deployment project
Epilogue: The Future of CRM
New Marketing Approaches
Financial Metrics Related to Customers
Management Approaches Based on Predictive Analysis
Continuous Optimization of Operations
Leveraging Emerging and Specialized Technologies
Harnessing the Benefits of Outsourcing
Explore the current and future market trends
Employee Relationship Management
Partner Relationship Management
TONEX Reference Model Approach to Successful CRM Implementations
CRM Implementation Case Study (Siebel)
Process/Project SBL - Process - Siebel Implementation
Presenting a comprehensive framework for CRM, this course provides CEOs, CFOs, CIOs, CMOs, privacy officers, human resources managers, marketing executives, sales teams, distribution managers, professors, and students with a logical overview of the background, the methodology, and the particulars of managing customer relationships for competitive advantage.
