Why Attend

Customer relationship management softwares have become very popular in recent years. Extremely powerful and quite economic they hold promises of unparalleled customer insights leading to superior personalized service, customer loyalty and higher profitability. However, many organizations only use CRM as a glorified address book, thereby foregoing much of its capabilities.
In this course, and through practical examples and exercises, you will learn to unleash your CRM’s potential. From the systematic capture of customer data to its analysis and from drawing the right conclusions to making the most pertinent decisions you will be able to use CRM to maximize customer lifetime value and satisfaction.

Course Methodology

The course uses a variety of techniques such as presentations by the consultant, exercises, self assessment questionnaires, case studies (some based on real industry examples), video clips by top CRM manufacturers as well as class discussions.

Course Objectives

By the end of the course, participants will be able to:

  • Explain why Customer Relationship Management (CRM) is essential for attracting, retaining and growing loyal customers
  • Defend the uses and objectives of a CRM system
  • Make full use of the power of CRM to maximize customer acquisition, profitability and retention
  • Use customer insight to design highly effective, as well as cost efficient, marketing campaigns
  • Apply an approach to CRM best suited to their organizations

Target Audience

This course targets marketing managers, analysts and staff, sales and customer care managers and supervisors as well as interested members of the team involved in designing applications for the organization’s CRM system.

Target Competencies

  • Analytical and logical thinking
  • Decision making
  • Customer orientation
  • Marketing and sale
  • Customer relationship management


3 Days

Course Outline

o Definitions of CRM
o A brief history of business data
o The functions of CRM
 Collecting, organizing and interpreting the data
o Objectives and benefits sought
o Sources of data
o The building blocks
o Levels of CRM applications
o The importance of data mining
o Basic template architecture
o Capturing customer data
o Use of simple reports
o Most common CRM applications
 For the salesforce, customer service and marketing
o Uncovering hidden patterns
 Clustering, association, regression, and prediction and classification
o Maximizing Customer Lifetime Value (CLV)
 Economics of customer retention
 The five key drivers of customer value
 Customer lifetime value
o The Recency, Frequency and Monetary value (RFM) method
 Recency, frequency and monetary value coding
 Putting it all together
o Customer value metric
 Size of wallet and share of wallet
o Campaign management
 Targeting new customers: acquisition strategies
 Targeting existing customers: retention strategies, up-selling and cross-selling
o Customer classification and segmentation
 Demographic information, RFM and other metrics
 Customer profiling and modeling
o Choosing a CRM solution
 Objectives and benefits sought
 ‘Out of the box’ functionality
 Customization and flexibility
 Integration with current systems
 Global perspective
 Price considerations
o How to get started
o Challenges and lessons learned
o Benefits and the thrill of success