Customer Relationship Management (CRM) is developing into a major element of corporate strategy for many organisations. CRM, also known by other terms such as relationship marketing and customer management, is concerned with; the creation, development and enhancement of individualised customer relationships with carefully targeted customers and customer groups which results in maximizing their total customer life-time value.

Industry leaders are now addressing how to transform their approach to customer management. Narrow functionally-based traditional marketing is being replaced by a new form of cross functional marketing - CRM. The traditional approach to marketing has been increasingly questioned in recent years. This approach emphasised management of the key marketing mix elements such as product, price, promotion and place within the functional context of the marketing department.

This two day course examines the new CRM approach, whilst recognising these key elements still need to be addressed, it reflects the need to create an integrated cross-functional focus - one which emphasises retaining as well as winning customers; thus, the focus is shifting from customer acquisition to customer retention and towards ensuring appropriate amounts of time, money and managerial resources are directed at both of these key tasks. The new CRM paradigm reflects a change from a traditional sales approach to what is now being described as ‘customer management’.

Course Objectives

What is customer relationship management?
Looking at customers.
Managing the customer.
Measuring CRM.
Standards and continuous improvement in CRM.
CRM as a business process.
CRM, communication and people.
Negotiating with customers.
Conducting successful meetings with your customers.
Designing and delivering a successful presentation.

Course Designed For

Managers, supervisors, customer service representatives and anyone within an organisation who wants to better understand the techniques of building customer relationships and loyalty.

Course Duration

Two Days

Maximum Number of Delegates

Eight

In-House Delivery Option Available

Yes

Day One

What is Customer Relationship Management?

Why focus on relationships?
How does CRM impact the organisation?
Why does the organisation need CRM?
CRM as a product
CRM as a process

Looking At Customers

Identifying your customer
Internal customers
External customers
Why do we need customers?
Customer expectations
Integrating the customer
Generating a customer focused solution

Managing the Customer

Why manage customers?
Customer value
Hierarchy of service
Information vs knowledge
Customer and culture

Measuring CRM

Characteristics of excellent CRM
Measuring customer service
Problems in CRM
Standards
Continuous improvement in CRM

CRM as a Business Process

Opening doors
Conducting meetings
Developing the relationship

CRM, Communication and People

Communication as a CRM activity
People and CRM
Body language

Negotiating with Customers

Identify and negotiate the best deal/outcome possible
Understand the key skills and processes necessary for successful negotiation
Recognise the different approaches to the negotiating process
Identify, develop and employ interpersonal skills
Work on individual strengths and weaknesses
Develop flexibility
Develop successful strategies
One-to-one and team-to-team negotiation

Day Two

Clarity in Meeting Preparation

Creating meeting objectives that are clear and specific
Setting an agenda
Structuring the agenda - where to place the least and most important items
How to lobby for support
Collecting appropriate data from interested parties
Briefing minute takers and guest speakers

Lead an Effective Meeting

Personal qualities of meeting leaders
Creating an atmosphere where all participants will be able to contribute
Keep focused on the agenda and prevent the introduction of irrelevant issues
Controlling time wasting and disruptive influences
Forging an environment for open discussion
Formulating agreement from a variety of views
Guidelines for running short meetings

Controlling the Meeting

Taking a lead in the meeting
Ensuring everyone is aware of/agrees what is to be talked about
Ensuring relevant topics are covered
Summarising and agreeing action points

Action Points and Endings

Tips for making clear decisions
Gaining commitment through the delegation of action points
How to prevent the meeting drifting on
Learning to end with a focus on the future

Panic Free Presentations

The power of good preparation
Planning and contingencies
Content: distinguishing between information and data
Energy: how to channel nervous energy to positive ends
Practicing the performance

Dynamic Delivery - Adding Variety

Choosing the best available information
Maintaining interest - keeping the audience ‘hooked’
Stimulating curiosity - the key to motivation

£934.13 (£795 + VAT) per Delegate.

Discounts are available if 2 or more delegates from the same organisation attend the same course.

Please read 'How much does each course cost' on our FAQ's page for details.

This is a new course and as a result there are no testimonials available.