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Customer Relationship Management

Fastrack your career with the best CRM course and learn to create the most effective strategies for building strong customer relationships.

(CRM-2) / ISBN : 978-1-64459-107-9
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About This Course

This Customer Relationship Management training course is especially designed to equip you with the skill sets needed to retain customers, boost sales, and strengthen the business. Most successful businesses thrive on the benefits of CRM implications that include improved customer satisfaction and experiences. This Customer Relationship Management training course covers the fundamentals of the CRM lifecycle, through customer acquisition, retention, and growth. Explore the key topics like lead management, opportunity management, and sales forecasting in detail. Discover the CRM technologies and tools, and their integration into operations and data management. Grasp the learnings from compliance regulations, industry best-practices and the ethical use of CRM software training.

Skills You’ll Get

  • Understanding the fundamentals and lifecycle of CRM
  • Managing customer relationships, retention and growth
  • Analyzing data for insightful solutions
  • Knowledge of the evolving data management landscape
  • Managing sales, forecasting and lead generation
  • Understanding upcoming CRM trends, challenges and opportunities 
  • Resolving customer issues and improving satisfaction
  • Developing CRM strategies to meet the business needs

Download Course Outline

1

Introduction to Customer Relationship Management

  • Definition of CRM and CRM Applications
  • The Purpose and Benefits of CRM
  • The Tangible Components of CRM
  • Customer Service and the Customer Engagement Center
  • Important Business Constructs Related to CRM
  • Who Uses CRM and Why?
  • Summary
  • Questions
  • Exercises
2

The History and Development of CRM

  • The Origins of CRM
  • CRM: Why Now?
  • Organizations’ Experiences with CRM
  • Implementing CRM and Overcoming Barriers
  • Developing CRM from a Tactical Perspective
  • Customer Engagement and Customer Experience Management
  • Extending the Meaning and Application of CRM
  • Summary
  • Questions
  • Exercises
3

Relationship Marketing and CRM

  • The Roots of Relationship Marketing
  • Relationship Marketing and Its Domain: Why Relationship Marketing Works!
  • Relationship Marketing as a Paradigm Shift
  • When Relationship Marketing Is Most Applicable
  • Relationship Marketing and the Characteristics of a Relationship
  • Relationship Marketing and CRM: What Is Customer Relationship Management?
  • The Impact of CRM
  • Reorganizing Marketing to Maximize the Benefits of CRM
  • Summary
  • Questions
  • Exercises
4

Organization and CRM

  • Introduction
  • The Human Factor
  • Organization Environment
  • Value Chain Organization
  • Other Considerations
  • Summary
  • Questions
  • Exercises
5

CRM and Data Management

  • Introduction
  • Managing Customer Interactions
  • The Customer Integration Problem
  • Customer Data Integration Definition and Requirements
  • Householding Concepts
  • Customer Data Integration Steps
  • The Evolving Data Management Landscape
  • Summary
  • Questions
  • Exercises
  • Appendix
6

Technology and Data Platforms

  • Introduction
  • Technology Evolution
  • Marketing Technology Development Path
  • CRM and Related Technology Providers
  • Summary
  • Questions
  • Exercises
7

Database and Customer Data Development

  • Introduction
  • Data Defined
  • Data Capture and Allocation
  • Data Transformation
  • Business Intelligence (BI) and Business Analytics (BA)
  • Enabling CRM
  • Summary
  • Questions
  • Exercises
  • Appendix A
8

Business-to-Business CRM

  • Introduction
  • Business-to-Business Characteristics Relative to CRM
  • Value Delivery Networks
  • Building the Relationship—Sales and CRM
  • Partner Relationship Management (PRM)
  • Business Partner Associations
  • Other CRM Strategy Considerations
  • Summary
  • Questions
  • Exercises
9

Understanding the Customer–Company Profit...n: Satisfaction, Loyalty, Retention, and Profits

  • Key Constructs in the Customer–Company Profit Chain
  • Service Quality and Customer Satisfaction
  • Customer Satisfaction: Much Ado about Nothing?
  • Customer Loyalty
  • Retention
  • Satisfaction and Loyalty Factors
  • The Relationship between Satisfaction and Loyalty
  • The Relationship between Customer Loyalty and Company Profitability
  • Loyalty/Rewards/Frequency Programs
  • Summary
  • Questions
  • Exercises
10

The CRM Strategy Cycle: Acquisition, Retention, and Win-Back

  • The CRM Strategy Cycle
  • Is CRM for Everyone?
  • Summary
  • Questions
  • Exercises
11

Privacy and Ethics Considerations

  • Introduction
  • Consumer Privacy Concerns
  • Organization Privacy Concerns
  • Current/Pending Privacy Legislation
  • What Consumers Can Do
  • What Organizations Can Do
  • Global Issues
  • New Technology Implications
  • Other Resources
  • Summary
  • Questions
  • Exercises
12

CRM Program Measurement and Tools

  • Introduction
  • Areas Requiring Measurement
  • Basic Measures
  • CRM Customer Cycle Measures
  • Company 3E Measures
  • Customer Value and Customer Equity Measures
  • Marketing Research
  • CRM Scorecards and the CRM Measurement Hierarchy
  • Summary
  • Questions
  • Exercises
  • Appendix
13

Social Networking and CRM

  • Introduction
  • Social Networking and the Most Popular Sites
  • Why Companies Must Use Social Media
  • Why Social Media Works
  • Social Networking in China and the United States
  • How and Why Marketers Should Use Social Networks in CRM
  • Summary
  • Questions
  • Exercises
14

CRM Trends, Challenges, and Opportunities

  • Introduction
  • Organizational Environment and CRM
  • Trends in Current Technology
  • Emerging Trends and Technologies
  • Dynamic CRM: Transitioning for the Future
  • Summary
  • Questions
  • Exercises

Introduction to Customer Relationship Management

  • Defining CRM
  • Understanding CRM and its applications
  • Understanding CRM purposes and benefits
  • Understanding term related to CRM tangible components
  • Identifying SMS applications
  • Understanding CRM tangible components
  • Understanding CRM terminologies
  • Identifying customer service areas
  • Identifying CRM business constructs
  • Developing and purchasing CRM systems

The History and Development of CRM

  • Understanding terms related to the origins of CRM
  • Understanding CRM implementation
  • Understanding the timeline of CRM activities
  • Understanding the types of CRM
  • Understanding CEM
  • Identifying quality attributes

Relationship Marketing and CRM

  • Describing relationship marketing
  • Understanding activities related to relationship marketing
  • Understanding extended product model
  • Identifying the customers types
  • Understanding relationship marketing and CRM

Organization and CRM

  • Understanding the CRM project change management
  • Managing business information throughout an organization

CRM and Data Management

  • Understanding the customer integration problem
  • Configuring customer data integration
  • Understanding the record linkage method
  • Understanding technologies

Technology and Data Platforms

  • Understanding marketing technology
  • Understanding cloud types
  • Understanding service models
  • Understanding CRM technology providers

Database and Customer Data Development

  • Understanding categories of data
  • Understanding data transformation
  • Understanding support system
  • Understanding business analytical methodologies

Business-to-Business CRM

  • Understanding relationship management
  • Understanding B2B and B2C
  • Understanding product/service value delivery network
  • Understanding the relationship between sales and CRM
  • Understanding VARs
  • Identifying CRM strategy terminologies

Understanding the Customer–Company Profit...n: Satisfaction, Loyalty, Retention, and Profits

  • Understanding customer-company profit chain
  • Understanding the bond between customer and company
  • Understanding types of loyalty
  • Understanding loyalist categories
  • Understanding programs

The CRM Strategy Cycle: Acquisition, Retention, and Win-Back

  • Understanding the retention strategies
  • Understanding bonds
  • Understanding models

Privacy and Ethics Considerations

  • Understanding text message spam
  • Understanding consumer action
  • Configuring strategic steps for managing privacy issues
  • Understanding privacy management practices
  • Identifying organizational resources

CRM Program Measurement and Tools

  • Identifying service quality factors
  • Understanding CRM customer cycle measures
  • Understanding customer equity components

Social Networking and CRM

  • Describing social networking sites
  • Understanding concepts of social media
  • Understanding customer retention strategies
  • Understanding social networking reasons

CRM Trends, Challenges, and Opportunities

  • Understanding marketing application life cycles
  • Understanding technologies

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Those pursuing a degree in Business Management or those interested in customer centric roles like sales & marketing professionals, business analysts, customer service representatives, entrepreneurs and small business owners will benefit from this CRM course.

In simple words, it is the process of developing customer retention strategies imperative for business growth and development.

For creating successful CRM strategies, these are the four most important aspects you need to consider - system, culture, people, and expectations.

Salesforce, Agile, Hubspot, Zoho, Aptivo, Honeybook, Nimble, Zendeck, Freshsales, and Bitrix are some of the most popular software tools used in CRM.

Any business, big or small, needs CRM to align their customer requirements and business needs with the dynamics of their workplace. Effective CRM strategies ensure exponential business growth and development.

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