The emphasis of traditional CRM was on systems, processes, databases and outbound marketing. Now, in an increasingly technology-driven and connected world, customers are in control. Their expectations are rising and their behaviour is changing - they interact with brands, and indeed each other, much more widely and in radically different ways. We therefore need a new and relevant approach to CRM if we are to actively engage with customers and develop mutually beneficial long-term relationships.
Benefits to you and your company
With a thorough understanding of how both the customer and marketing environments have changed in recent years, and the implications thereof, the organisation should be in a much better position to scope, specify, implement and evaluate a CRM 2.0 or 'Social CRM' approach.
Delivering a better experience for your customers and improving customer engagement should boost business performance, profitability and referral ('word of mouth/mouse').
Who should attend?
This programme is suited to managers whose responsibilities include customer relationship and/or experience management, which may or may not be underpinned by the utilisation of dedicated technology and digital marketing tools and techniques. It may also be of interest where significant historical investment in CRM is failing to deliver the anticipated benefits, or where significant future CRM investment is planned.