Customer Relationship Management | CRM – Develop customer loyalty and incorporate an effective and cost-efficient customer relationship program.
Customer Relationship Management (CRM) is a business approach that includes the practices and strategies a company uses to determine the best ways to manage and maintain business relationships and interactions with customers, clients, partners or prospects.
There is an operational side and an analytical side to CRM.
The course begins by showing you how businesses can address fluctuating demand from customers for service by managing capacity within the service process they offer to their customers.
You will then learn how businesses can use marketing elements to shape demand patterns for a service. You will learn about consumer behavior and how essential aspects of service processes such as queuing and waiting for lines can be re-designed to significantly improve customer experience and also increase service productivity and efficiency.
You will also learn about The Three-Stage Model of Service Consumption and how this model allows service managers set objectives and shape consumer behavior in a targeted manner.
Finally, you will learn about self-service technologies (SST) and co-creation of business services and how these methods are the ultimate form of customer involvement in a business service when used appropriately.
The course uses real-world examples throughout to demonstrate how service businesses and service organizations around the world achieve excellence in their customer relationships.
This course will be of great interest to all professionals working in service businesses and service management and who would like to learn more about creating business services that go beyond customer satisfaction and achieve customer delight.
This workshop will impart critical strategies aimed at transforming the organization into a magnet for customers.
This is an accredited CSIA program.
You might be interested in other Customer Service programs as a next step.
YOU WILL LEARN HOW TO
Participants will come away with a thorough understanding of customer lifecycle management and the role of people and information technology in customer relationship management with the ultimate goal of attaining customer loyalty.
After completing this course, students will know how to:
– Appreciate the value of culture and the significance of cross-cultural communication, describe the impact of cultural differences on contact, and avoid miscommunication and conflicts that arise due to these differences.
– Identify the gaps in verbal and nonverbal communication across cultures, including understanding gestures and expressions that vary across cultures.
– Establish rapport, build trust, and listen and provide feedback to cross-cultural co-workers and employees.
– Identify common cross-cultural communication barriers and how to overcome them, avoid cultural bias, and employ qualified interpreters for intercultural communication.
– Attend and organize cross-cultural meetings that include conducting negotiations and solving problems.
– Identify gestures used in different cultures, build a cross-cultural team, design cross-cultural documents, and build a professional translation team.
IMPORTANT COURSE INFORMATION
Upon completing the course, participants will be awarded Strategic Axis Professional Certificate endorsed by International Customer Service Standard (ICSS).
COURSE OUTLINE
Introduction to Customer Relationship Management
The Customer and Customer Service
What is CRM
The Customer and Customer Strategy
Four Pillars of CRM
Introduction to Customer Relationship Management
The Customer and Customer Service
What is CRM
The Customer and Customer Strategy
Four Pillars of CRM
Module 2: Understanding the Challenges of Service
Challenges of Service Management
Understanding Service Uniqueness
The Role of the Consumer in the Services Flow
Understanding Service Consumer Behavior
What is Co-Creation of Services?
The Customer and Co-Creation of Services
Module 3: The Science of CRM
The People Perspective to CRM
The Theory of Behaviour
Internal Customer Satisfaction
Team Dynamics
Module 4: Understanding & Adopting Mobile CRM Strategy
Introduction to CRM, Mobile, and Mobile CRM
Mobile, the “Gabriel Barbar” to unlocking your customers every need
Mobile, the platform of choice to effectively achieve corporate objectives
Developing Your Company’s Mobile CRM strategy
Module 5: Delivering Service Excellence
Current Service Map to New Service Design
New Service Development Cycle
Case Study on Service Excellence
Service Excellence – Arvind Eye Hospital
The Role of Culture in Service Excellence
The Role of People in Service Excellence
Module 6: Customer Relationship Management in Business Services Assessment
Customer loyalty
Creating loyal customers
Market intelligence enterprise
Identifying marketing tiers
Module 7: CRM Implementation
CRM and expenditures
Analyzing CRM costs
Discussing the economic impact of CRM
Implementation planning
Selecting the CRM implementation team
Identifying departments affected by CRM
Examining CRM program failure factors
Testing a CRM program
CRM implementation preparation
Preparing for CRM implementation
Identifying reasons for implementing
CRM in stages
The implementation process
Module 8: ECRM Customization
eCRM fundamentals
Discussing eCRM Identifying
eCRM features
Discussing eCRM disadvantages
eCRM and automation
Automating the marketing department
Automating the sales department
Automating the customer service department
Automating the accounting department
eCRM customization
Identifying stakeholders that benefit from eCRM
Customizing eCRM
eCRM goals
Achieving CRM goals through eCRM
