Certified CRM Practitioner

Certified CRM Practitioner

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.

  • 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

There are no prerequisites.

3 days (9:00 – 5:00)

After successfully completing this course, the student will be able to:

  • Analyze and implement various customer relationship management Strategies across any organization
  • Identify critical CRM drivers and create a CRM implementation roadmap for an organization
  • Manage complete customer lifecycle in a Customer Centric Enterprises
  • Provide technological solutions to improve the relationship with the clientele through automization of the different components of the customer relationship

Module 01 Introduction to CRM
  • Defines Customer Relationship Management
  • Explains evolution of CRM
  • Illustrates goals of a CRM strategy
  • Explains the three aspects of CRM
  • Explains CRM value pyramid
  • Describes about the CRM components
  • Discusses about CRM drivers
  • Illustrates the CRM solutions map
  • Describes about the changing role of CRM
  • Explains Internet’s influence on CRM
Module 02 Customer and Customer Strategy
  • Defines customer
  • Illustrates the customer interaction cycle
  • Describes customer interaction and CRM
  • Explains customer strategy basics
  • Discusses about customer loyalty
  • Explains about customer satisfaction
  • Describes about customer profiling and modeling
  • Discusses about the customer care
  • Discusses about customer strategy levers
  • Explains achieving value through customer strategy
Module 03 Customer Centric Enterprise (CCE)
  • Defines customer centricity – concept
  • Explains evolution of customer centric enterprise
  • Describes need for customer centricity
  • Illustrates the customer centricity – a systematic solution
  • Discusses about product centricity v/s customer centricity
  • Explains customer centric strategy
  • Describes critical components of customer centric strategies
  • Discusses about specific adaptations of CCE
  • Focuses on discussing people, processes and technology
  • Describes about transition from product centricity – processes
Module 04 Customer Lifecycle Management
  • Elucidates concept of customer lifecycle
  • Explains about customer lifecycle management
  • Illustrates customer life cycle stages
  • Describes managing customer lifecycle in Customer Centric Enterprise (CCE)
  • Elucidates concept of customer lifetime value
  • Discusses about the lifetime value of a customer
  • Describes about customer value management
Module 05 Operational CRM
  • Explains about sales force automation
  • Discusses about the activity management
  • Describes about account management-SalesLogix SFA
  • Explains about the marketing automation
  • Describes about campaign management
  • Discusses about analyzing, learning, listening, and responding management
  • Describes about marketing communications - SalesLogix CM  
  • Explains about the contact management
  • Describes about ticket management - SalesLogix CM  
  • Discusses about mobile sales force automation
Module 06 Analytical CRM
  • Defines analytical CRM
  • Illustrates CRM intelligence management cycle
  • Describes about analytics & customer life cycle management
  • Discusses about CRM data warehouse
  • Describes business architecture of analytical CRM
  • Elucidates about the analytical CRM components
  • Lists the benefits from CRM analytics
  • Discusses about the customer centric data mining
  • Lists the analytical CRM application areas
  • Describes about clustering and profiling
  • Lists the challenges for business models in the 21st century
  • Explains about the business design: analytical CRM
Module 07 Collaborative CRM
  • Defines collaborative CRM
  • Explains about the customer centricity
  • Describes about the customer contact channel evolution
  • Illustrates the multi-channel strategy
  • Multi-Enterprise value networks
  • Explains about the evolution of contact centers
  • Illustrates the Avaya communication architecture
  • Discusses about the enterprise portals
Module 08 Project Management
  • Elucidates what is a project?
  • Lists the characteristics of a project
  • Elucidates what is project management?
  • Illustrates the project life cycle
  • Explains the role of project manager
  • Lists the elements of project management
  • Discuses about the project cost management
  • Discuses about the project risk management
  • Defines the CRM vision  
  • Describes about establishing CRM project objectives
  • Discusses on selecting the CRM solution
  • Describes about achieving CRM project success
Module 09 Building a Business Case for CRM
  • Explains the need for a business case
  • Discusses on developing a business case
  • Describes about creating a business case for CRM
  • Describes about building a business case
  • Explains about business case for mobile CRM
  • Lists the elements of a good business case
  • Explains about the categorization of CRM benefits
  • Illustrates CRM metrics framework
  • Explains the methodology for ROI estimation
  • Describes about measuring ROI of CRM systems
  • Discusses on Microsoft CRM making compelling business case for CRM
  • Describes about Oracle business case for CRM
Module 10 e-CRM
  • Defines e-CRM
  • Lists the benefits of e-CRM
  • Discusses about e-CRM and CRM
  • Explains about achieving CRM goals through e-CRM
  • Elucidates trends in e-CRM
  • Lists the cross-divisional e-CRM functions
  • Illustrates information flow in an e-CRM system
  • Discusses about e-CRM and automation
Module 11 CRM in Various Industries
  • Explains about CRM in hospital services
  • Describes about CRM in telecom services
  • Lists the challenges for banking industry
  • Discusses about CRM in banking sector
  • Explains the role of CRM in banking
  • Describes about e-CRM in insurance industry
  • Explains about CRM in airline industry
  • Describes about CRM in automotive industry
Module 12 Data Mining and CRM
  • Defines Data Mining
  • Illustrates Data Mining architecture
  • Describes about Data Mining - lifecycle
  • Explains the Data Mining tasks
  • Describes about the techniques used for Data Mining
  • Lists the uses of Data Mining
  • Defines Data Warehouse
  • Discusses about the types of Data Warehouse
  • Discusses about Data Mining v/s Data Warehousing
  • Explains about applying Data Mining to CRM
  • Describes about Data Mining in business
  • Explains about Data Mining and e-Business
  • Discusses about the Data Mining tool: JMP and Crystal Report
Module 13 Customer Profitability Analysis
  • Defines customer profitability
  • Explains about customer profitability analysis
  • Describes the use of customer profitability analysis
  • Illustrates the steps of customer profitability analysis
  • Elucidates measuring individual customer profitability
  • Describes about analyzing business's SWOT
  • Illustrates the steps in conducting a SWOT analysis
  • Limitations of customer profitability analysis
  • Discusses on exploring different approaches to profitability measurement
  • Describes about improving sales profitability
Module 14 Implementing CRM
  • Lists the points to consider before CRM implementation
  • Describes about the factors affecting CRM implementation
  • Lists the CRM implementation challenges
  • Explains about the CRM initiative phases
  • Describes about the implementation phase
  • Describes about managing changes
  • Explains about training and documentation
  • Describes about the post implementation phase
  • Explains about post implementation support
  • Explains  e-CRM implementation considerations
  • Lists the e-CRM implementation pitfalls
Module 15 CRM Tools
  • Discusses about the CRM tools listed below in detail -
  • Salesforce CRM
  • Microsoft Dynamics CRM
  • Siebel CRM
  • Sugar CRM
  • Daffodil CRM
  • VtigerCRM
  • Open CRX
  • Compiere ERP and CRM
  • Zoho CRM
  • Alive chat
  • Sight Max
  • Soffront CRM
  • Contact Tracker
  • CRM TRAK
  • Magna CRM
  • Sage CRM
Module 16 CRM Case Studies
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  • Credit Towards Certification: Certified CRM Practitioner (CCRMP)
  • Certfication Code: 212-16
  • Number of Questions: 50
  • Passing Score: 70%
  • Test Duration: 2 Hours
  • Test Format: Multiple Choice
  • Test Delivery: Prometric, ECC Exam Portal

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