CRM 2.0 - Successful CRM in a Connected World

Overview

The emphasis of traditional CRM tended towards systems, processes, databases and outbound marketing. Now, in a technology-enabled and connected world, customers are in control and their expectations are rising. They interact with brands – and indeed each other – more widely and in radically different ways. We therefore need a new approach to CRM if we are to actively engage with customers and develop mutually beneficial long-term relationships.

Benefits to you and your organisation

You will learn how to scope, specify, implement and evaluate a CRM 2.0 approach. This should result in delivering a better experience to your customers and improved customer engagement.

This workshop will give delegates the knowledge, insight and skills to implement a robust and successful CRM 2.0 approach, helping their organisations to reap the considerable benefits of improved and profitable customer relationships.

Who this course is for

This course is most suited to managers whose responsibilities include customer relationship and/or experience management. It may also be of interest where significant historical investment in CRM is failing to deliver the anticipated benefits, or where significant future CRM investment is planned.

What you will learn

• Assessing your current CRM efforts.
• Bringing about a cultural shift from 'CRM' to 'CRM 2.0' (including 'Social CRM').
• Customer managed relationships - putting customers in control.
• Segmenting your customers and utilising concepts such as 'self-segmentation'.
• Developing an attractive and seamless (eg. on/off-line) value proposition.
• Handling complaints, failures and negative publicity (both off-and on-line)
• Building a business case for CRM investment and calculating ROI.
• Leveraging digital marketing tools and techniques (eg. social media).
• Assessing various CRM 2.0 technologies.
• Integrating technological with non-technological aspects.
• Maximise the chances of success of rollout and avoiding pitfalls.
• Measuring the success of your CRM 2.0 implementation.

Course content

• Identifying the key differences between ‘traditional CRM’ and ‘CRM 2.0’.
• Understanding and managing customer value, experience and engagement.
• Realising the importance of developing meaningful relationships and trust.
• How to avoid the ‘customer satisfaction trap’ and the No.1 customer metric.
• Developing a customer strategy with emphasis on putting customers in the driving seat.
• Using customer segmentation – ‘customer pyramids’ and matrices.
• Using tactical CRM 2.0 tools and techniques – traditional and digital marketing mix.
• Integrating these tools and techniques optimally in a ‘multi-channel’ environment.
• Implementing CRM 2.0 – planning, execution and evaluation.
• Exploiting best practice - examples, case studies, and discussion.
• Developing your own CRM 2.0 strategy and implementation plan (presentation, preparation and delivery).

Learning approach

Interactive use of slides, exercises/mini workshops, discussion, internet access and video, centred around a pivotal CRM case study, leading to the development of your own outline CRM 2.0 strategy and plan.