From CRM to CMR - Customer Managed Relationships
It’s never been easier to connect with customers
Course Ref: 0600 | CPD Hours: 21 | Price: £ 1795(exc. VAT) | Member Price: £ 1615.50(exc. VAT)
3 day course. Residential courses include full board, tuition and materials.
We can also train a group, or customise a training course to your specific needs, please email us for further information.
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Over the last ten years, tens of millions of pounds have been spent on CRM initiatives which at best have added little customer value and at worst have actually destroyed it. One of the key reasons for this phenomenon is that the underlying emphasis behind CRM implementations was on putting organisations, rather than customers, in control.
The inexorable rise in customer expectations, available choice and acquired power (via internet, for example) now mean that, like it or not, customers and consumers are in control and hence the need to shift the emphasis from ‘CRM’ to ‘CMR’.
In an ‘age of consent’ marketing environment, the power has finally shifted from organisations to customers and consumers. It has never been as important to build close ties and develop meaningful, symbiotic relationships. CMR offers the potential to achieve this.
Designed and implemented properly, CMR delivers a practical and affordable methodology to encourage customers to tell your organisation what they want and how the organisation is meeting their needs. Ultimately, this approach takes the guesswork out of product/service provision and leads to happier customers and a better return on investment.
‘With between 50 and 90% of CRM technology investments failing to deliver the added value anticipated - and 20% actually destroying value - this methodical ‘toolkit’ approach will give you the knowledge and insight to implement CMR successfully. This approach focuses on customers - giving them the processes, systems and support they need to build lasting relationships of trust with your organisation.
This course will convince you of the value and inevitability of customer managed relationships. You will return to your organisation with the confidence and ability to methodically scope, specify, project manage and implement a successful CMR system.
Avoiding common design and implementation pitfalls and using the latest technology for leverage, you will be able to begin building profitable relationships with your key customers and prospects by actively involving them – real time – in the design, delivery, utilisation and evaluation of your products, services and/or activities.
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Assess your current ‘customer relationship management’ efforts
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Bring about a cultural shift from ‘CRM’ to ‘CMR’
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Implement concepts such as ‘self-segmentation’ and ‘self-service development’
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Avoid common CRM-CMR misunderstandings and implementation pitfalls
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Exploit key recent developments in the legislative environment
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Use information and other technologies as key enablers
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Assess the CRM-CMR technologies available
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Determine whether you should build, buy or rent solutions
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Build a business case for investment and calculate ROI
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Manage a CRM-CMR project/team
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Integrate technological with non-technological aspects
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Roll out in order to maximise the chances of success
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Evaluate the success of your CMR implementation
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Utilise electronic marketing tools and techniques for leverage
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Exploit best practice via examples, case studies and discussion
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Integrate CMR within the broader context of ‘Customer Experience Management’
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Identifying the key differences between CRM and CMR
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Understanding and managing customer value Understanding the difference between loyalty and commitment
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Realising the importance of developing meaningful relationships and trust
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Using customer segmentation – ‘customer pyramids’ and matrices
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Developing a customer strategy with emphasis on putting customers in the driving seat Using tactical CMR – the standard and electronic marketing mix
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Implementing CMR:
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CMR technology (where eCMR and eMarketing fit in)
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CMR implementation – best practice/pitfalls to avoid
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CMR evaluation and control (CMR metrics & ROI)
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CMR strategy presentation – preparation and delivery
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A series of articles, cases, checklists, tools, techniques and templates that will be pivotal in developing and implementing ‘state of the art’
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CMR PowerPoint presentation containing an outline ‘Putting the Customer in the Driving Seat’ strategy and implementation plan
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Course related textbook on CRM
This course is most suited to managers whose responsibilities include customer retention and/or ‘relationship management’, which may or may not be underpinned by sophisticated technology. It is likely that you feel you’re not getting the best return on your investment and are looking for the ‘missing link’.
Manager
All of our marketing training is based on the CIM's Professional Marketing Standards framework, ensuring that marketers at all levels of seniority gain the practical skills that employers require to improve business performance. Please take your time to review our standards framework, if you have not already done so.