About this course

Course code TP600
Duration 3 Days

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.

Delegates will learn how to

  • Assess your current CRM efforts.
  • Bring about a cultural shift from CRM to CRM 2.0.
  • Customer Managed Relationships (CMR) - putting customers in control.
  • Segment your customers and use concepts such as 'self-segmentation'.
  • Develop an attractive and seamless value proposition.
  • Handle complaints, failures and negative publicity.
  • Build a business case for CRM investment and calculating ROI.
  • Leverage digital marketing tools and techniques, eg. social media.
  • Assess various CRM 2.0 technologies.
  • Maximise the chances of success of rollout and avoid pitfalls.
  • Measure the success of your CRM 2.0 implementation.
  • 'Experiential CRM' - integrating technological with non-technological aspects.


  • Identifying the key differences between 'traditional CRM' and 'CRM 2.0'.
  • Understanding and managing customer value, experience and engagement.
  • Realising the importance of developing meaningful relationships and trust.
  • The number one customer metric - avoiding the 'customer satisfaction trap'.
  • Developing a customer strategy with emphasis on putting customers in the driving seat.
  • Using customer segmentation - 'customer pyramids', matrices, new variables.
  • Using tactical CRM 2.0 tools and techniques - traditional and digital marketing mix.
  • Integrating these tools and techniques optimally in a multi-channel environment.
  • Implementing CRM 2.0 - planning, execution and evaluation (using metrics).
  • Exploiting best practice - examples and case studies.
  • Developing your own CRM 2.0 strategy and implementation plan.

Delivery style
Interactive use of slides, exercises/mini workshops, discussion, internet and video, centred around a pivotal CRM case study with supporting mini cases, leading to the development of your own outline CRM 2.0 strategy and plan

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 01753 898320 or email us at info@qa.com to discuss how we can help.

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