About this Course

Code TP296E
Duration 3 Days

Implementing a robust CRM strategy delivers vastly improved effectiveness in your marketing programmes. This three day course will help you understand how CRM can help your business and give you the practical skills to apply and assess CRM techniques in the real world.

Three-day intensive programmes offering you a deep dive into specific digital disciplines. With content drawn from our academically accredited digital certificates, the masterclasses offer the practical training without the need for long term commitment.


  • Are led by practitioner trainers
  • Include access to resources to support the training
  • Allow delegates to implement and evaluate what they've learnt through 'homework' and trainer feedback after training
  • Lead to an certificate of completion


Who Should Attend?

Masterclasses are ideal for professional marketers with a good understanding of digital who are looking to develop a new skillset or benchmark and consolidate their learning in a particular discipline.

They are also ideal for teams embarking on a new project where it's important everyone approaches the work with a thorough understanding.

Delegates will learn how to

  • Understand the strategic context of CRM and its potential to transform business performance
  • Define the key components of an integrated CRM solution and practicalities of leveraging these in pursuit of business goals
  • Identify the value creation (from a consumer and brand perspective) opportunities from the creative application of CRM techniques to (typically B to C) sales, marketing and service processes
  • Apply CRM principles and techniques to the definition of customer-centric business processes, customer lifecycle management and communication programmes
  • Define appropriate metrics for CRM programmes across sales, marketing and service
  • Construct a business case for the adoption of CRM strategies within a business


Day one:

Overview and Context

  • Definition of eCRM
  • Customer-centricity
  • Core principles of eCRM
  • The strategic and organisational context for eCRM

CRM Theory

  • CRM Typologies :

    • Operational
    • Analytical
    • Collaborative
    • Social
  • Great Brands Create Value for Customers - Value Creation :

    • For the Consumer
    • For the Brand
    • Other Stakeholders
  • Information Management

  • Data and Systems Architecture
  • Data Types
  • Data Management
  • Content Management
  • Customer Insight

  • Segmentation
  • Data Mining :
  • Historical Analysis :
  • On-line Behaviour
  • Offline Behaviour
  • Predictive Modelling
  • Social CRM :

    • Strategy
    • Functional Model
    • Data Model
    • eCRM Integration
  • The Power of Personalisation

Day two:

  • Channel Integration

  • Channel Typology
  • Channel Planning
  • Channel Management
  • Deployment Models

  • In-house
    In the Cloud

  • Vendor/Technology Market Place

  • Industry Overview
    Toolkits and Technologies
    Implementation Considerations
    Supplier Selection

  • Measurement

  • Metrics and KPIs
    Business Case Framework

  • Implementation

  • Critical Success factors
  • Change Management
  • Putting it all Together - Case Studies:

  • Telecoms (O2)

    Travel - Multichannel East Coast)

    • Travel - On-line (netflights)

  • Financial Services (Aviva)
  • Case studies will be used to highlight key points and structure group discussions.

Day three

  • The Challenges of B2B CRM :

    • Characteristics of B2B CRM solutions
    • Comparison to B2C
    • Typical BtoB CRM Model
  • Business Intelligence (BI)

    • Reporting
    • Decision Support :
    • Macro/Strategic
    • Micro/Customer-level
  • Putting it all Together - Case Studies :

  • Multi-channel Retail (Schuh)
    On-line Retail (ASOS)
    Not for Profit (Save the Children)
    Automotive (VW Audi)
    B to B (Lenovo and Sage)

  • Case studies will be used to highlight key points and structure group discussions.

  • CRM Solution :

    • Information Management
    • Channel Integration
    • Performance Measurement
    • Change Management

* The exact structure, content and case studies used will be weighted towards delegates specific requirements as outlined in their pre-course questionnaires. The aim being to weight and tailor content to provide a degree of customisation to increase the value and relevance of the course. Delegates are encouraged to reflect upon their specific eCRM circumstances, strategies, challenges, priorities and objectives. Group discussion and analysis of these (as a real, live case study) will provide for a stimulating and challenging sanity check and reference point.

Course Requirements: Use of a laptop or tablet is optional.

3 Days


This is a QA approved partner course

Delivery Method

Delivery method


Face-to-face learning in the comfort of our quality nationwide centres, with free refreshments and Wi-Fi.

Find dates and prices

Online booking is currently not available for this course, to find out more please call us on 0113 220 7150 or email us at info@qa.com to discuss how we can help.

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