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Course Description

  • Introduction to CRM
  • Understanding relationships
  • Managing the customer lifecycle – customer acquisition
  • Managing the customer lifecycle – customer retention and development

  • Introduction to CRM
  • Understanding relationships
  • Managing the customer lifecycle – customer acquisition
  • Managing the customer lifecycle – customer retention and development

Additional Information

Target audience

  • Sales and marketing directors, managers, executives, practitioners and staff.
  • Senior and mid-level managers who are involved in customer relationship management (CRM) programmes and system implementations, whether in a marketing department, the sales force or the service centre.
  • Contemporary CRM professionals who sell products or services, to consumers or businesses.
  • Senior managers who realise that profitable customers are their company’s greatest asset and seek guidance to retain them.
  • Those who wish to understand the CRM landscape that covers the vastness between operational and strategic CRM, with an overview of customer-related data and data mining.
  • Managers looking to take customer-centred strategies to the next level.

Learning outcomes

Upon completion of this course, you will be able to understand:

  • What CRM is.
  • Three different types of CRM.
  • CRM’s main stakeholders.
  • Different contexts in which CRM is used.
  • Why companies and customers might want to develop relationships with each other, and why they sometimes do not.
  • The three main stages of the customer lifecycle – customer acquisition, customer retention and customer development.

Target audience Sales and marketing directors, managers, executives, practitioners and staff. Senior and mid-level managers who are involved in customer relationship management (CRM) programmes and system implementations, whether in a marketing department, the sales force or the service centre. Contemporary CRM professionals who sell...

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