Relationship Marketing and CRM

Course details

This course will help participants understand the various aspects of relationship marketing. This will help facilitate a reduction in customer churn rates, improve customer loyalty, with the flow on organisational benefit of achieving a higher rate of return on the marketing budget. It is designed to help participants improve the quality of relationship management and achieve the benefits of long-term customer value. Relationship marketing will be set in a Customer Relationship Management (CRM) context: CRM was developed in the late 1990s as a way to redefine customer and company relations, mostly with the help of computerised measurement tools. It is about creating sustainable connections between an organisation and its customers.

Objectives

Upon the completion of this course, the participant will be able to:

• Recognise the elements of transactional marketing and relationship marketing
• Understand the relationship marketing process
• Manage the relationship life cycle
• Identify and analyse customer expectations and perceptions of different target groups
• Recognise the tools and techniques used to implement relationship marketing
• Plan and implement a customer loyalty programme
• Develop a relationship marketing plan
• Address the internal issues that affect success in relationship building
• Use technology to build and maintain relationships
• Recognise the role and importance of having CRM systems in their own organisations

Content Highlights

• What is relationship marketing
• Transactional and relational marketing
• The relationship life cycle
• Relationship marketing and loyalty
• Important factors in developing relationships of different groups
• Measuring customer satisfaction
• Managing customer expectations
• Understand relationship marketing tools and techniques
• Understand the internal factors that affect customer relations
• Using technology to build relationships
• Understand, select and implement a Customer Relationship Management (CRM) system in the context of their own organisation
• The benefits of effective CRM systems at work
• Create a customer loyalty programme
• Develop the marketing relationship plan

Target Audience

• The course is beneficial to participants who are currently involved or expect to be involved in building and maintaining customer relationships. It is also recommendable to participants who are interested to understand the aspects and benefits of long term customer retention.

Course Structure

• This course will use interactive training methods of a combination of lecturing, case studies, group discussion, exercises and video-base learning