Excel at CRM is specially designed to provide students with both the theoretical aspects of CRM as well as the practical application of CRM. By going through this course, the student will develop confidence in using CRM tools and techniques to increase customer intimacy and ultimately generate more customer revenue through increased sales.
Excel at CRM uses a good blend of videos, presentations as well as quizzes, and covers a wide breadth and depth with over thirty curriculum items and spanning more than 120 minutes in total.
In this second module, you will understand why a good CRM strategy must relate to an organisation's business strategy. You will uncover the three value disciplines that companies use to gain a competitive advantage and how CRM is embedded in these disciplines. You will also learn how to develop the CRM strategy as part of the overall business strategy of an organisation.
Quiz to Section 1: Introduction to CRM
In this third session of Excel at CRM, you will start by developing a better understanding of Customer Knowledge, which is the key foundation of CRM. You will assess the quality of data and how it contributes to the success of a good CRM strategy. We will then dive into CRM management and the issues related to it. You will form a better understanding on the Communication Continuum, and we will close this session by learning how to better maximise performance via the various channels of engagement.
For this session on Customer Privacy, you will realise the importance of personal data as well as the personal data protection act. You will learn how to harness customisation to reach out to a large set of customers. You will develop a better understanding of the various types of pricing policies and their advantages and disadvantages. Lastly, you will dive into relationship policies and examine loyalty programmes.
Quiz for section 2: CRM Marketing Fundamentals
In this session #5 on CRM Analytical Fundamentals, you will examine the data analysis aspects of CRM. You will gain better clarity on what analytical CRM is all about, and why there is a need to perform CRM analyses. The CRM database is used by various stakeholders, hence you will need to know how to ensure and preserve data quality. Last but not least, you will appreciate the various aspects of customer profiling, and here we will deep dive into the various aspects of profiling.
For the session on Data Mining, you will learn about the important of data analysis and what defines a successful data analysis You will consider the problem formulation as the start of the analysis, and leading this to preparation as well as visualisation. You will understand what data mining is, and how this contributes to the overall success of CRM. You will then consider the approaches of segmentation, together with retention as tools to help you make better sense of the customer data sets. Last but not least, you will learn how to define the lifetime value of a customer.
Quiz #3 covers the topics centered around CRM Analytical Fundamentals.
For this module on CRM operations, you will fuse what you have learned in the previous modules of marketing fundamentals and analytical fundamentals to the actual operations of CRM. Here, you will examine the call centre and understand the elements of call centre operations. You will consider the technicalities and how they are influenced by the advent of technology. Lastly, you will recall the importance of quality and how this resurfaces in CRM operations.
The proliferation of the Internet has affected CRM strategy as well as CRM operations. Hence, in this session, you will focus your attention on Internet CRM marketing, and how you are able to better reach out to your customer base via online traffic building, cybermediaries as well as online marketing tools. Notwithstanding, you will also consider other offline avenues and channels such as direct mail. We will end this session with the Stages of Reading, a very important element of customer engagement.
Quiz #4 covers the topics centered around CRM operations.
For this module on CRM Systems, you will have a better perspective on why you may want to leverage CRM systems to better engage your customer base. You will understand both the primary and secondary roles of CRM systems, as well as how such systems interface with the front office, the middle ware as well as the back office.
CRM #10: CMS vs CMS would be a large module as we would be covering extensively on both the campaign management system as well as the content management system. You will not only learn about both systems in detail, but learn how to develop a CRM vision to limit the failure of a CRM system.
Quiz #5 covers the topics centered around CRM systems.
The last module of Excel at CRM will allow you to take stock of what you have learned from the past sessions. You will be able to see how CRM will continue to evolve, and what are the factors that will cause this evolution. Finally, you will also be able to grasp some of the predictions on the future of CRM.
I am currently lecturing at undergraduate level at a university, covering the four modules of Customer Relationship Management, Project Management, Operations Management as well as Risk Management.
I develop the syllabus and course content for the university, aligning closely to Bloom's taxonomy, leverage the best pedagogical practices. I am certain that my sessions will be enriching, interesting and relatable.