| Module |
Supporting Learning Objectives
After completing the module, participants will
be able to: |
Learning Units |
Module 1:
Understanding CRM |
- Define CRM as a strategy.
- Explain the reasons why companies are embracing CRM.
- Establish the interdependencies between value creation, customer satisfaction, customer loyalty, and long-term growth.
- Identify the characteristics and values of a customer-centric organization.
- Describe the success factors of best practice companies when planning and implementing CRM.
|
- What is CRM?
- Customer Loyalty
- The Value-Profit Chain
- Principles and Best Practices of Successful CRM Initiatives
|
Module 2:
Identifying the Impact of CRM |
- Explain the impact that CRM has on a company’s processes and culture.
- Describe the professional skills required of employees.
- Describe the skills required of change agents in CRM implementation.
|
- Impact of CRM on Processes
- Impact of CRM on Culture and Capabilities
- Change Management
|
Module 3:
Preparing your CRM Strategy |
- Apply a process for preparing a CRM strategic plan and a compelling CRM business case.
- Apply assessment tools and techniques to evaluate your company's current and future CRM states and CRM readiness.
- Identify the strategies and initiatives that will create the greatest value for your and your customers.
|
- Current CRM State
- Desired CRM State
- Readiness Assessment & GAP Analysis
- CRM Business Case
|
Module 4:
Researching, Segmenting, and Focusing on Customers |
- Define customer intelligence and its components and how they are used in CRM.
- Apply conventional and the 3-D Customer Focus segmentation approaches.
- Explain the tools and techniques that can be used to continuously learn about customers.
- Conduct a customer intelligence inventory and identify the gaps between what is available and required to achieve your CRM goals.
|
- Customer Intelligence
- Principles of Segmentation
- 3-D Customer Focus Approach
- Customer Information Requirements
|
Module 5:
Branding Customer Experiences |
- Define Customer Experience Management, its components & its role in CRM.
- Explain the financial impact of customer experiences on an organization.
- Define the purpose and components of the Gaps Model of Experience Quality, identify the key factors contributing to each gap, and highlight strategies for closing each gap.
- Assess the key opportunities for improving customer experiences in your company, prioritize your CEM efforts, and determine appropriate next steps.
- Use process, experience and touch point mapping tools and methodologies to build a GREAT customer experience.
|
- CEM Defined
- GAPS Model of Experience Quality
- Enhancing Customer Experiences
- Experience Analysis Techniques
|
Module 6:
Integrating CRM Requirements with Technology |
- Define the key components of CRM technology, the various types of software applications and the key players in this market.
- Explain the use of redesigned business processes as the foundation for CRM technology requirements.
- Apply a requirements-based approach for identifying what you want to change, why you want to change, and how you are going to change the way you do business.
- Understand the criteria used to evaluate CRM software solutions and vendors.
|
- Basics of CRM Technology
- The CRM Ecosystem
- Defining Technology Requirements
- CRM Technology Evaluation
|
Module 7:
Measuring CRM Business Performance |
- Identify the best metrics to track CRM business performance.
- Develop a change management plan and campaign.
- Organize resources for an effective and efficient CRM implementation.
|
- Measuring CRM Performance
- Internal & External Marketing Campaigns
- The Implementation Process
|
