| |
Objective:
You will learn profitable CRM strategies. After this seminar you’ll go
back to work with a clear understanding of what Customer Relationship
Management should be, and what is required for an effective CRM program.
Who Should Attend:
This class was designed for executives and managers who are planning to
implements a Customer Relationship Management program, or who want to
leverage their existing customer relationships.
James C. Abbott
will be your instructor. James is
the author of the four best selling call center books. One of those
books, The Executive Guide to Call
Center Metrics, has been the number 1 call center book at
www.Amazon.com since its first
publication in April of 2004. James is unique in that he is not only the
leading call center design expert but has the ability to convert the most complex
topic so that everyone can understand and use it.
Topics
What is CRM?
You will receive a clear
definition of "CRM." Customer Relationship Management is much more than
hardware or software— it requires the linking of all functions and
people in your company. This can work only if you and every member of
your company have the tools, knowledge, and understanding to build the
relationship with the customer.
Life cycle and its impact
Understanding life cycle management is critical in today’s rapidly
changing world. It is vital for taking advantage of new ventures,
products, and processes. Its impact on decision-making, operations,
products, facilities, and careers has surprising ramifications. Learn
the role that CRM plays in managing product and process life cycles.
Required tools to support your CRM
program
A CRM program is comprised of
three components: people, technology, and structure. Each of these must
function together harmoniously.
- Technology:
Technology is the hardware and
software that allows the relationship to be leveraged fully. We will
examine the required technology for now and in the future.
- People:
Your people must effectively execute the
CRM plan to assure positive customer experiences. You will learn what
your people must do, and what you must provide for them.
- Structure:
Structure is orderliness, defined
processes, and metrics. These are the foundation upon which CRM is
built, so that the business functions smoothly for employees and
customers. You will learn how to communicate the processes to your
people so that the whole organization functions as a cohesive team.
Finally, metrics must be provided to monitor and assess the business
and relationships.
The Road to Hell is Paved with Good
Intentions
Many companies attempt CRM without understanding the need for clarity. A
sophisticated and coherent set of roles, responsibilities,
decision-making, and goal setting is crucial to a CRM program. How to
build a CRM team that includes everyone in your company will be
explained.
Integrated Implementation
Strategy
Putting all the pieces together
is the ultimate challenge. You will learn profitable CRM strategies for
your company.
Agenda:
- Critical Definitions
- Relationship goals
- Management Principles that
provide a business "True North"
- Business functions and
where operational roles and responsibilities fit
- Life Cycle –
- What it is
- What has happened over
time
- S-curve
- Product and process
terminology, use, and the focus for operations
- Decision-making and
Division of Labor
- Policy, Strategic, and
tactical
- Unique reporting for each
decision type and how they must link
- Segmentation
- Customer relationship
phases
- Strategies for an effective
CRM program
- The essentials of an
effective CRM program
- Getting everyone onto the
CRM bandwagon
|
