Who Should Attend?

This course is ideal for marketing professionals looking to adopt a more strategic and effective approach to CRM by using the potential of digital channels to improve marketing ROI and drive sales.

• Define an optimal CRM strategy, synchronised with brand and business strategy
• Identify customer life cycle management opportunities and requirements and define key performance metrics
• Translate the CRM strategy into a customer communications plan
• Understand the underlying data and technology set underpinning the CRM solution

• Analyse the solution

• Define the optimal CRM approach for your business
• Synchronise the CRM strategy with the broader business and marketing strategies
• Identify value creation opportunities in the customer life cycle management process

• Design the solution

• Define key performance and customer insight requirements
• Translate the CRM strategy into a top line customer communications plan
• Use a generic CRM solution model to identify the key components of the required CRM solution (people, process and technology)

• Define a high level data and systems architecture for the CRM solution

• Justify the solution
• Use a standard CRM business case model to structure the business justification
• Implement the solution
• Define the overall change and process management required for implementation. Distil these down into an implementation plan for the new CRM solution