Why you should attend

Putting the customer at the centre of all business thinking and strategy has been a dominant focus for most forward looking businesses for some time. No sooner had relationship marketing techniques been developed to formalise such approaches when the internet revolution hit to add a totally new dimension and toolset for customer loyalty and market development.

This 2 day course explores the new methods, technologies and techniques we now have available to us to transform the way in which we build customer centric strategies. eCustomer Relationship Management, eService and eCare are just some of the terms used and we will explore how best to implement such strategies for your particular type of business.

Who will benefit?

This course is designed for directors, sales and marketing managers and business owners who wish to understand and use the latest internet techniques to enhance loyalty, transform profits and develop markets

Course Summary

As a result of taking part you will:

• Understand the key principles of relationship marketing and how it has been developed into web based Customer Relationship Management
• Understand how to use the web to implement some important relationship marketing principles — understanding key customers, developing one-to-one dialogue and adding informational value
• Be aware of the key steps to go through to implement effective CRM projects — Identify, Differentiate, Interact, Customise
• Be aware of some major success stories in different industry sectors for eCRM
• Understand how customer service and support functions can be transformed through eCRM

Syndicate exercises, case studies, video input and computer based demonstrations will ensure you assimilate all the key learning points.

Key Topics

• Relationship marketing - the new paradigm for modern marketing

• Relationship marketing as the pre-cursor the Customer Relationship Management

• Segmenting our customer base and prospects — the main techniques

• Methods for developing dialogue and involvement with our key customers

• Some successful relationship marketing case studies

• The internet and relationship marketing — a new era for customer loyalty and market development

• One-to-one marketing and personalisation techniques on the web

• Personalising the web environment and total customer experience

• Personalising e-mail and other marketing communications methods

• Integrating all customer ‘touchpoints’ — the web, telephone, call centre activity and conventional communication methods

• eCRM and your people — from the sales force to the telephone receptionist

• The 4 point plan for implementing eCRM — Identify, Differentiate, Interact and Customise

• What can we customise and how far should we go?

• Using the web to enhance customer service and support

• Case studies of success in eCRM in different business sectors

• Some key suppliers of CRM solutions