CRM - From CRM to CMR: ' Customer Managed Relationships'

Course Overview

The methodical 'toolkit' approach you will develop from this course will give you the knowledge and insight to implement customer managed relationships (CMR) successfully. The emphasis is on helping customers manage their relationship with your organisation rather than vice-versa. You will focus on your customers, giving them the processes, systems and support they need to build lasting relationships with your organisation.

Audience

This course is most suited to managers involved in some form of CRM activity which may or may not be underpinned by sophisticated technology. However, it is likely that you feel you're not getting the best return on your CRM investment and are looking for the 'missing link'.Level: Manager

CIM's Professional Marketing Standards have been developed through extensive research with employers and leading academics. They provide a practical and sound framework defining the competencies required of marketing professional at all levels.

All of our marketing qualifications and training courses are based on this framework ensuring that marketers at all levels of seniority gain the practical skills that employers require to improve business performance.

Skills Gained

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 is a powerful extension of the basic customer relationship management (CRM) approach. If designed and implemented properly your organisation will gain 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.

This course will convince you of the value and inevitability of customer managed relationships. Then it will give you a methodology to design and implement a successful CMR strategy.

You will return to your organisation with the confidence and ability to scope, specify, project manage and implement a successful CMR system, avoiding the common design and implementation pitfalls. Using 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 and/or services.

Course Outline

• Assess your current 'customer relationship management' efforts
• Bring about a cultural shift from CRM to CMR
• Implement concepts such as 'self-segmentation' and 'self-service development'
• Avoid common CRM/CMR misunderstandings and implementation pitfalls
• Exploit key recent developments in the legislative environment
• Use information and other technologies as key enablers
• Assess the technologies available
• Determine whether you should build, buy or rent solutions
• Build a business case for investment
• Manage a CRM/CMR project/team
• Integrate technological with non-technological
• Roll out to maximise the chances of success
• Evaluate the success of your CMR implementation
• Utilise electronic marketing tools and techniques for leverage
• Exploit best practice via examples, case studies and discussion

CRM - From CRM to CMR: ' Customer Managed Relationships' / 0600