Marketing Skills: Customer Relationship Management (CRM)

Course Overview

It provides a stimulating introduction and overview of the key strategic and tactical issues involved in retaining your most important customers.

Audience

This workshop is for marketers who are, or expect to become, involved in the development of relationship marketing plans and customer retention initiatives. Mainly designed for managers and executives, irrespective of function, with limited experience of the subject.

Skills Gained

You are given the opportunity to apply the tools and techniques outlined to your own organisational context, developing an action-plan to apply and make a real difference back at work.

You will discover what relationship marketing is, its definitions and differentiation from traditional transactional marketing. You will also learn how relationships develop, the important factors and how to overcome potential barriers to implementation.

Course Outline

• Identify the characteristics and the process of relationship marketing
• Recognise the tools and techniques used to implement relationship marketing in different market contexts
• Generate a number of strategic and tactical ideas to build customer loyalty in your own organisation
• Structure and write a relationship marketing (customer retention) plan
• Recognise some of the implementation issues likely to be met when introducing relationship marketing into your organisation
• Build and develop the relationship marketing plan, structure and contents

The workshop uses case studies of relationship marketing in practice: examples from business to business, services, not for profit and fast moving consumer goods (FMCG) and applications in your own organisation.

Marketing Skills: Customer Relationship Management (CRM) / 0979