Intensive: Mastering eCRM Training

Overview

Implementing a robust CRM strategy delivers vastly improved effectiveness in your marketing programmes. This three day course will help you understand how CRM can help your business and give you the practical skills to apply and assess CRM techniques in the real world.

Econsultancy’s intensives are three-day programmes offering you a deep dive into specific digital disciplines. With content drawn from our academically accredited digital certificates, the intensives offer the practical training without the need for long term commitment.

Intensives:

  • Are led by practitioner trainers
  • Include access to resources to support the training
  • Allow delegates to implement and evaluate what they’ve learnt through ‘homework’ and trainer feedback after training
  • Lead to an Econsultancy certificate of completion

Program

Day one: 

Overview and Context

  • Definition of eCRM
  • Customer-centricity
  • Core principles of eCRM
  • The strategic and organisational context for eCRM

CRM Theory

CRM Typologies :

  • Operational
  • Analytical
  • Collaborative
  • Social 

Great Brands Create Value for Customers – Value Creation :

  • For the Consumer
  • For the Brand
  • Other Stakeholders

Information Management

  • Data and Systems Architecture
  • Data Types
  • Data Management
  • Content Management

Customer Insight

  • Segmentation
  • Data Mining :
  • Historical Analysis :
    • On-line Behaviour
    • Offline Behaviour
  • Predictive Modelling

Social CRM :

  • Strategy
  • Functional Model
  • Data Model
  • eCRM Integration

The Power of Personalisation

 

Day two:

Channel Integration

  • Channel Typology
  • Channel Planning
  • Channel Management

Deployment Models

  • In-house
  • Outsourced
  • In the Cloud 

Vendor/Technology Market Place 

  • Industry Overview
  • Toolkits and Technologies
  • Implementation Considerations
  • Supplier Selection

Measurement 

  • Metrics and KPIs
  • Business Case Framework

Implementation 

  • Critical Success factors
  • Change Management

Putting it all Together - Case Studies:

  • Telecoms (O2)
  • Travel - Multichannel East Coast)
  • Travel - On-line (netflights)
  • Financial Services (Aviva)

Case studies will be used to highlight key points and structure group discussions.

Day three

The Challenges of B2B CRM :

  • Characteristics of B2B CRM solutions
  • Comparison to B2C
  • Typical BtoB CRM Model

Business Intelligence (BI)

  • Reporting
  • Decision Support :
    • Macro/Strategic
    • Micro/Customer-level

Putting it all Together - Case Studies :

  • Multi-channel Retail (Schuh)
  • On-line Retail (ASOS)
  • Not for Profit (Save the Children)
  • Automotive (VW Audi)
  • B to B (Lenovo and Sage)

Case studies will be used to highlight key points and structure group discussions.

CRM Solution :

  • Information Management
  • Channel Integration
  • Performance Measurement
  • Change Management

* The exact structure, content and case studies used will be weighted towards delegates specific requirements as outlined in their pre-course questionnaires. The aim being to weight and tailor content to provide a degree of customisation to increase the value and relevance of the course. Delegates are encouraged to reflect upon their specific eCRM circumstances, strategies, challenges, priorities and objectives. Group discussion and analysis of these (as a real, live case study) will provide for a stimulating and challenging sanity check and reference point.

Course Requirements: Use of a laptop or tablet is optional.

Every attendee will gain access to a complimentary Econsultancy report valued at £600. Choose from over 500 reports covering in-depth best practice advice, market data and the latest digital trends.

Who should attend?

Intensives are ideal for professional marketers with a good understanding of digital who are looking to develop a new skillset or benchmark and consolidate their learning in a particular discipline.

They are also ideal for teams embarking on a new project where it’s important everyone approaches the work with a thorough understanding.

How will I benefit?

On successful completion of this unit students will be able to: 

  • Understand the strategic context of CRM and its potential to transform business performance
  • Define the key components of an integrated CRM solution and practicalities of leveraging these in pursuit of business goals 
  • Identify the value creation (from a consumer and brand perspective) opportunities from the creative application of CRM techniques to (typically B to C) sales, marketing and service processes
  • Apply CRM principles and techniques to the definition of customer-centric business processes, customer lifecycle management and communication programmes
  • Define appropriate metrics for CRM programmes across sales, marketing and service
  • Construct a business case for the adoption of CRM strategies within a business

In-company training

This course can also be delivered exclusively for your team. In-company training ensures everyone is up to best practice standard and you'll benefit from a more open environment to discuss your most pressing issues.

For more information, please get in touch with the team at training@econsultancy.com or call us on (UK & Europe): +44 (0)207 970 4167 or US: 212-971-0630.

We are a registered provider with the CPD Standards Office. Delegates completing this course may be issued with a CPD Certificate of Attendance, which can be used within their formal CPD record for a professional body, institute, or employer.