Course Overview
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 implementation has been 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' - Customer Managed Relationships.
It has never been as important to build close ties and develop meaningful, symbiotic relationships with customers. CMR offers the potential to achieve this, especially through the technology leverage.
CMR delivers a practical and affordable methodology to encourage customers to tell your organisation what they want, how you are meeting their needs and how to better meet future needs. This approach improves product/service provision and leads to a better return on investment.
Audience
This course is most suited to managers whose responsibilities include customer retention and/or relationship management. It may well be of interest to direct marketing practitioners.
It may also be of interest wherer historical investment in CMR is failing to deliver the anticipated pre-investment benefits or significant investment is planned and the potential for successful implementation is maximised.
Skills Gained
Benefits for your organisation:
With between 50 and 90% of CRM technology investments failing to deliver the added value anticipated - and 20% actually destroying it - 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.
Benefits for you as an individual:
You will return to your organisation with the confidence and ability to methodically scope, specify, project manage and implement a successful CMR system. 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.
You will learn how to:
- 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 CRM-CMR technologies available
- Determine whether you should build, buy or rent solutions
- Build a business case for investment and calculate ROI Manage a CRM-CMR project/team Integrate technological with non-technological aspects
- Roll out in order 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
- Integrate CMR within the broader context of 'Customer Experience Management'
Course Outline
- The key differences between CRM and CMR
- Understanding and managing customer value Understanding the difference between loyalty and commitment
- Realising the importance of developing meaningful relationships and trust
- Using customer segmentation - 'customer pyramids' and matrices
- Developing a customer strategy with emphasis on putting customers in the driving seat
- Using tactical CMR - the standard and electronic marketing mix
- Implementing CMR:
- CMR technology (where e-CMR and e-Marketing fit in)
- CMR implementation - best practice and pitfalls to avoid
- CMR evaluation and control (CMR metrics & ROI)
- Developing your own CMR strategy (presentation preparation and delivery)
Pre and post learning support:
In preparation for a fruitful experience and in order to hit the ground running, delegates will receive some 'prep' along with their joining instructions. This will include reading a scene setting HBR article 'Avoiding the Four Perils of CRM' as well as completing a CRM-CMR audit.
Post event (learning and development), all delegates are given the facility to run their CRM-CMR plan past their Course Director with a view to enhancement and/or 'signing off'.
To take away from the course:
- Tools and templates to help you develop, implement and measure the efficiency and effectiveness of your CRM-CMR strategy
- A PowerPoint(R) presentation containing an outline 'Putting the Customer in the Driving Seat' strategy and implementation plan
- Free textbook on CRM/CMR
