Customer Relationship Management Course

Course Description

Companies e-business prospects are often derailed by poor customer support because companies don't understand the frantic pace of Internet time. Procurement, fulfillment, and post-sale support can be severely crippled by poor communication channels. Customer Relationship Management explains the circular relationship between suppliers, technology, and customers, which together provide the infrastructure for customer support in an e-business environment.

Managing relationships with customers has become a critical organizational competency. Get winning strategies for acquiring and retaining customers by leveraging the latest advanced technologies. This course will teach you how to select the right tools for your business-- so it can grow today--and on into the future. Lagging means lost customers, which means damage to the bottom line. But how do you not lag when customers are moving lightning fast to demand constant changes in the speed to complete their transactions? How do you keep your customers when the move to another company is nothing more than a mouse click and a minute away?

CRM is the answer. Customer Relationship Management, a strategy that leverages very advanced technologies is the way to cut to the 21st Century business chase.

Who Should Attend

Middle- and senior-level managers from marketing, e-commerce, sales and operations,
strategic planning and general management
Senior technology and information managers who support marketing, e-business and CRM programs
Product, brand, e-marketing and advertising managers
Finance managers responsible for customer profitability measurements and analysis
Sales and service managers

Duration:
3 days (9:00 – 5:00)

Certification
The e-Business certification exam 212-16 will be conducted at the last day of the training. Students need to pass the online Prometric exam to receive the CEA certification.

Course Outline v2

Module I - Overview of CRM

	CRM Concepts
	CRM - More definitions
	CRM Drivers
	Constituents of a Good CRM Strategy
	CRM and Technology
	CRM Solutions Map
	The Concept of e-CRM
	e-CRM and CRM
	Implementation Challenges

Module II - Developing a Customer Strategy

	Section 1: Fundamentals of Customer Strategy
	Customer Strategy Basics
	Customer Loyalty
	Customer Satisfaction
	Customer profiling and Modeling
	Section 2: Evolution of a Customer Centric Enterprise
	Customer Centric Enterprise - Background
	Customer Centricity - Concepts
	Product Centricity Vs. Customer Centricity
	Customer Centric Strategy
	Evolution of Customer Centric Enterprise (CCE)
	Specific Adaptations of a CCE
	Section 3: Discussing the core of successful CRM initiatives
	Core of any successful CRM initiative
	Seven Habits of a successful CCE
	Section 4: Mapping People, Processes and Technology
	Revisiting the basic precepts
	Discussing People, Processes and Technology
	Transitioning from product centricity -Processes
	Transitioning from product centricity -People
	Transitioning from product centricity -Technology

Module III - Customer Lifecycle Management and Lifetime Value

	Concept of Customer lifecycle
	Customer Life Cycle stages - Illustrated
	Customer Life Cycle Management
	Managing the Customer Life Cycle in a CCE
	Concept of Customer Lifetime Value
	Customer Lifetime value assessment

Module IV - CRM Technology

	CRM Ecosystem
	Customer Interaction and CRM
	Three Pillars of CRM
	Operational CRM
	Analytical cycle of CRM
	Analytical CRM
	Collaborative CRM

Module V - Operational CRM

	Sales Force Automation
	Account Management - Illustrated
	Opportunity Management -Illustrated
	Sales Forecasting
	Sales Funnel management
	Sales Pipeline Management
	Marketing Automation
	Campaign Management
	Analyzing, Learning, Listening and Responding
	Workflow Management
	Marketing Communications - Illustrated
	Contact Management
	Contact Management - Illustrated
	Ticket Management

Module VI - Analytical CRM

	Critical components of Customer Centric Strategies
	Analytical CRM defined
	CRM Intelligence Management Cycle
	Analytics and Customer Life Cycle Management
	CRM Data warehouse
	Analytical CRM Components
	Benefits from CRM Analytics
	Customer Centric Data Mining
	Analytical CRM application areas
	Teradata Industry CRM
	Requirements from an Analytical CRM application
	Data Extraction - Illustrated
	Data Enhancement - Illustrated
	Clustering and profiling
	Model building and Analysis
	Scoring
	CRM Analytics - Sample vendor options
	Common Implementation Problems

Module VII - Collaborative CRM

	Collaborative CRM
	Customer Centricity revisited
	Channel evolution
	Multi-channel Strategy
	Multi-Enterprise Value Networks
	Mapping Customer interactions into Life Cycle stages
	Customer Interaction Centers
	Avaya Communications architecture -Illustrated
	Customer Interaction Center - Detailed
	Avaya Unified Communication model -Illustrated
	Call Center - Explained
	Evolution of Contact Centers
	Contact Centers -Evolution Phases
	Technology Transformation and Migration
	Customer interaction -illustrated
	What do portals address?
	Integrating Customer Information through portals
	Employee Portal
	Customer Portal
	Partner Portal

Module VIII - CRM Project Management

	CRM Initiative- Phases
	Planning the CRM initiative
	Preparatory Phase
	Preparatory Phase - Activities
	Defining the CRM vision
	Assessing CRM readiness (Organizational perspective)
	Analyzing business processes
	Auditing the IS/IT infrastructure
	Establishing CRM project objectives
	Building a business case for CRM
	Building the team
	Ensuring involvement of key people
	Prioritizing the requirements
	Establishing the budget
	Establishing tentative timelines
	Short listing prospective CRM solution vendors
	Selecting the CRM solution
	Selecting the solution partner
	Implementation Phase
	CRM implementation project methodology
	Definition Stage
	Analysis Stage
	Design & prototyping Stage
	Configuration & Testing
	Deployment Stage
	Managing Change
	Training is key to implementing change
	Post Implementation Phase
	Post Implementation Support
	Problem areas to look out for

Module IX - Building a Business Case for CRM

	Need for a Business Case
	Elements of a good Business Case
	Challenges in quantifying CRM Benefits
	Categorization of CRM Benefits
	CRM Metrics Framework
	CRM Benefits -Customer’s perspective
	A methodology for ROI Estimation
	Presenting the benefits - Illustration
	Identifying and mitigating risks

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