Learn the skills of customer relationship management with the Customer Relationship Management-second edition course and lab. Lab simulates real-world, hardware, software, and command-line interface environments and can be mapped to any text-book, course, or training. The CRM training course and lab provide knowledge on topics such as technology and data platform; organization and CRM; privacy and ethics consideration; CRM program measurements and tools; and social networking and CRM.

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* Actual course outline may vary depending on offering center. Contact your sales representative for more information.

Learning Objectives

Learn the skills of customer relationship management with the Customer Relationship Management-second edition course and lab. Lab simulates real-world, hardware, software, and command-line interface environments and can be mapped to any text-book, course, or training. The CRM training course and lab provide knowledge on topics such as technology and data platform; organization and CRM; privacy and ethics consideration; CRM program measurements and tools; and social networking and CRM.

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

Audience

Anyone wishing to explore this topic will benefit.

Language

English

Prerequisites

While there are no prerequisites for this course, please ensure you have the right level of experience to be successful in this training.

Length: 365.0 days ( hours)

Level:

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