Customer Relationship Management

SUITABLE FOR:

Senior Managers, Chief Managers, Sales Managers, Customer Services Managers, Guest Relations Managers, Managers, key Sales Executives, Supervisors, Officers and employees dealing with different types of customers (internal and external customers) in all industries.

OBJECTIVES:

By the end of the workshop delegates will:

• Have greater understanding of what CRM is and how it can create value for their customers
• Have developed skills in dealing with complex customer relationships
• Have developed the necessary skills to implement a CRM system
• Have developed skills enabling them to ensure that staff are committed to the CRM changes and processes
• Be aware of the major CRM software platforms and how they relate to their own organisational needs
• Have developed skills in evaluating CRM initiatives

SUMMARY:

The topics covered include: Week One Customer Relationship Management (CRM)

• Understand what is Customer Relationship Management
  • How does CRM impact the organization?
  • Why does the organization need CRM?
• Understanding CRM
  • Culture
  • Technologies
  • Processes
• Creating value for the customer through CRM
• How to develop a customer focused culture
• Identify the benefits of CRM for your organisation
• Examine aspects of your organisation which could hinder or help a successful CRM approach
• Developing CRM strategies in line with business values and goals
• Case study and syndicate discussion
• Exercise

Dealing with Customer

• What is a customer?
• Who are your customers? - internal and external
• How do our customers see us?
• VIDEO - Creating the Repeat Customer
• Capturing, managing and exploiting customer information
• Understanding what customers want:
  • exploiting CRM strategies to maximise customer retention and loyalty
• Handling customer complaints
• Dealing with difficult customer
• Case study

Supporting CRM

• The importance of interdepartmental communications for CRM
• Developing the skills to support people through change
• CRM - the partnership of strategy and technology
• Identifying the role of the IT department
• Exercise

Software

• Identifying and evaluating the major CRM software platforms
• Implementing CRM changes - The Action Plan
• Implementing CRM changes into business processes
• Applying CRM to complex business relationship management

Week Two Staff Commitment to the CRM Process

• Ensuring that the basis for CRM is clearly defined as well as the benefits and possible risks
• Ensuring that procedures and initiatives are in place to help with the necessary cultural organisational changes
• Optimising one-to-one relationships with your best customers
• Role play exercise
• Case study

Emotional Intelligence at work

• The range of your Emotions
• Understanding Yourself & Emotional Intelligence
  • Your Feelings & Emotions
  • Emotions Diary
• Dimensions Of Emotional Intelligence
  • Managing Relationships
  • Self-Awareness
  • Self Management
  • Empathy
  • Motivation
• Exercises - Individual Emotional Intelligence Assessment and Feedback
• Understanding and Managing myself
• Self-assessment exercise:
  • my emotional competency profile
  • my self-awareness inventory
• What makes people act the way they do

Performance Management Overview

• What is performance management
• Performance management model
• Performance management cycle
• Managing performance

Evaluating CRM

• Understanding what should be measured
• Exercise
• Designing Key Performance Indicators for your organisation
• Leading an evaluation project