Customer Relationship Management

This course introduces the different facets of customer relationship management (CRM) to participants and shows them how to identify who their customers really are. It also analyzes the key components of CRM and explains how it is integrated within an organization.

Connecting with Customers

• Participants will look at the CRM programs they are involved in and how these programs have affected their lives.
• Participants will also explore the meaning of CRM and its potential value.
• They will look at different types of CRM programs and the needs they can serve.

Requirement-Driven Product Selection

• Participants will look at the requirement-driven product selection process.
• This process requires defining the business need (or pain or problem, depending on the issue), deciding which functions are needed to meet the requirements, and then defining the products that support the selection.

Strategies for Customer Retention

• This part of the program discusses ways to engage and retain customers.
• Participants will explore the four pillars of CRM and how they can use them to help others embrace the CRM plan.

Homegrown versus the Application-Service Provider

• Participants will look at the advantages and disadvantages of developing an in-house program versus using an application-service provider.

Evaluating and Reviewing Your Program

• Participants will look at some evaluation tools including customer profiles and life cycles.