CRM & Customer Engagement Training Course

Course overview

• Every brand seeks engagement. Yet, engagement is not an end in itself, and many attempts at engagement can be short-lived, siloed, inconsistent, and worst of all irrelevant – contributing little or potentially damaging the relationship between a brand and its customers.
• This CRM and customer engagement training course provides the framework for relevant customer engagement through the lens of customer relationship management. It provides strategies to approach engagement with a clearer view of how and who to engage, with what, where, and when – across the customer journey.
• The day provides guidance on setting a vision and purpose for CRM: tools and tips for the development of an insightful joined-up CRM strategy and the basis for building and delivering effective CRM plans. It also incorporates guidance on the use of data and technology, which grease the wheels of CRM.

Benefits

• Gain a clear understanding of how CRM and Customer Engagement impact brand equity, customer value, and profitability
• Receive guidance on developing a CRM vision, strategy, and plan
• Enhance your understanding of the value of data and its utilization
• Acquire a framework for creating more relevant and insightful engagement
• Access tools and tips for measurement and evaluation
• Get advice on selecting technology partners
• Appreciate how small details in CRM can significantly impact the bottom line

Curriculum

Setting the Scene

• The 8 building blocks of CRM
• CRM - good and bad

4 Steps to Setting a CRM Vision

• The brand purpose
• The customer and what matters to them
• The truth about the relationship
• The purpose and role for CRM and Customer Engagement

Setting Meaningful Objectives

• Setting business objectives from the customer's point of view
• Translating objectives into outcomes and KPIs
• Knowing what success looks like: measurement and reporting

Knowing Your Customer

• What defines your customer?
• What defines a valuable customer?
• Creating workable customer segmentation
• Tackling Big Data and knowing what matters
• Guidance on data protection and regulation
• The importance of the single customer view and steps to achieving it
• The rise of behavioural economics

Defining the Relationship and Customer Experience

• The truth about engagement and commitment
• Why there are two Rs in Relationship
• Why relationships fail and what makes a successful relationship
• Organisational collaboration and its effect on the customer experience
• Why humanity and technology make good bedfellows
• Mapping the customer journey: the backbone of the relationship
• Identifying areas of greatest importance and influence
• How small things can make a difference
• Balancing quick wins with the longer term

Creating Your CRM and Customer Engagement Plan

• Where to start
• Creating the layers of the CRM plan
• Mapping touchpoints, channels, and processes
• How to combine online and offline channels effectively
• Don't run before you can walk
• Budget optimization

Improvement and Evolution

• Meaningful measurement
• The macro and micro of measurement
• The importance of test and learn

Wrap Up

• Guiding principles
• Guidance on the selection of technology partners
• Useful tools and resources

Who will benefit from this course?

• This course is ideal for professionals involved in producing, managing, or overseeing customer engagement and CRM strategies, including marketers, customer service managers, and CRM specialists.