Customer Relationship Strategy

Overview

This one-day course will help you to develop an integrated CRM strategy and framework for your business. At the end of the course, you’ll have a draft plan to take back to the office. You will learn how to:

1. Attract and retain profitable customers cost-effectively
2. Segment and target the right customers with the right message
3. Predict which customers are most likely to respond 
4. Develop engaging customer propositions based on customer insight

Throughout the day, you will work on a case study scenario to practice the skills and apply the learning to a real-life situation from your business.

Who should attend?

If you want to find ways to develop an effective CRM programme this course is for you. You’ll already understand the basics of marketing, but you’re looking for ideas on how to understand your customers better, build more relevant propositions and prioritise who to talk to. You may be in a CRM role or a more general marketing role, where you need to use data to drive more effective marketing communications.

Learning outcomes

• Plan and build an effective CRM strategy
• Develop a customer-centric relationship plan
• Segment your customers into groups and develop propositions
• Use predictive modelling techniques to decide who to target
• Develop customer insights based on customer needs and behaviours
• Learn how to measure and test campaign performance
• Understand the options for using technology and automation in CRM