Description:

This one-day customer relationship management (CRM) course covers an important business topic which can lead to substantial business benefits.

Customer relationship management is a concept aimed at finding the right customers and then keeping the best for the future. It is a large topic and subject to much study, but this one-day course is concerned mainly with the practical implications of managing existing customers and finding more. Customers can be difficult and seldom tell you exactly what they want or how they feel about your goods or services. So you need a strategy of constant interaction in order to try and satisfy their needs.

You have to understand their feelings towards you and try and influence their thinking and expectations in order to fully appreciate what you have to sell to them. This is an outward looking process. But most businesses are inward looking, focused on the more pressing operations cycle, therefore the CRM process is often not given the focus it deserves. However, as there already exists contact with the customers at the selling and service levels, a natural point exists for a CRM strategy. This is where the course will begin.

This one-day course is a practical introduction to the concept of CRM and so the focus is on available resources and the reasonable change required to benefit from this important business process. CRM will present many alternatives to the status quo and these will drive change to the products and services provided. This will make you more relevant and profitable.

Customers are seldom euphoric with what is provided to them. There are compromises all around, so knowing what they really want is a step forward. Giving them a reasonable expectation of what they can have is another step forward and making them feel they’ve got the best available for their purposes is another step forward. All these steps should put them right where you want them, in your satisfied repeat customer list.

An Attendance Certificate will be provided at the end of this skill course.

Vital Benefits:

Customer relationship management will ultimately provide a better fit between what is sold and what is bought. This course provides the following vital benefits:

• A clear understanding of the benefits of a CRM strategy
• A clear understanding of customer-centric strategies
• Understanding customer needs and concerns
• Understanding CRM drives change and responsiveness
• Understanding CRM software is a support not a driver
• Understanding the value and danger of those “moments of truth”

Objectives:

Customer relationship management can provide substantial benefits to your business and security to its future. It is a vital business skill. In this course, it is our objectives to provide:

• A clear practical understanding of CRM
• A strategy of customer interaction focused on developing better suited services
• A clear understanding of the management of customer expectations
• An understanding of the importance of public messages such as mission statements
• Clear examples of success in CRM and how they apply to you
• An understanding of how competitive advantage can be achieved through CRM
• An understanding of the need to include CRM in internal training and what should be the topics
• An understanding of the tools required

Topics:

The course covers the following topics:

• The definitions associated with CRM
• The customer centric model
• The survey strategy
• Customer relationship at the operations level
• Managing customer complaints
• Evaluating customer relationship management software
• Moments of truth and staff training
• Developing a solid CRM strategy for the future

Who to Attend:

Customer relationship management affects everyone in the company who works with the customers. We would recommend the course to the following project people:

• Business managers
• Marketing and sales managers
• Line managers
• Operations managers
• Those who face the clients or customers
• Those who want to develop their business skills