Generic filters
Exact matches only
Search in title
Search in content
Search in excerpt

Customer Relationship Management

Learn the skills of customer relationship management with the Customer Relationship Management-second edition course and lab. Lab simulates real-world, hardware, software, and command-line interface environments and can be mapped to any text-book, course, or training. The CRM training course and lab provide knowledge on topics such as technology and data platform; organization and CRM; privacy and ethics consideration; CRM program measurements and tools; and social networking and CRM.
Enroll Now
  • Price: $279.99
  • Delivery method: eLearning
  • DIR Discount: 20%

Submit form to obtain discount

Test Prep
Features
Find More E-Learning Courses

Why choose TOPTALENT?

  • Get assistance every step of the way from our Texas-based team, ensuring your training experience is hassle-free and aligned with your goals.
  • Access an expansive range of over 3,000 training courses with a strong focus on Information Technology, Business Applications, and Leadership Development.
  • Have confidence in an exceptional 95% approval rating from our students, reflecting outstanding satisfaction with our course content, program support, and overall customer service.
  • Benefit from being taught by Professionally Certified Instructors with expertise in their fields and a strong commitment to making sure you learn and succeed.

Outline

Lessons 1:
Introduction to Customer Relationship Management

  • Definition of CRM and CRM Applications
  • The Purpose and Benefits of CRM
  • The Tangible Components of CRM
  • Customer Service and the Customer Engagement Center
  • Important Business Constructs Related to CRM
  • Who Uses CRM and Why?
  • Summary
  • Questions
  • Exercises

Lessons 2:
The History and Development of CRM

  • The Origins of CRM
  • CRM: Why Now?
  • Organizations’ Experiences with CRM
  • Implementing CRM and Overcoming Barriers
  • Developing CRM from a Tactical Perspective
  • Customer Engagement and Customer Experience Management
  • Extending the Meaning and Application of CRM
  • Summary
  • Questions
  • Exercises

Lessons 3:
Relationship Marketing and CRM

  • The Roots of Relationship Marketing
  • Relationship Marketing and Its Domain: Why Relationship Marketing Works!
  • Relationship Marketing as a Paradigm Shift
  • When Relationship Marketing Is Most Applicable
  • Relationship Marketing and the Characteristics of a Relationship
  • Relationship Marketing and CRM: What Is Customer Relationship Management?
  • The Impact of CRM
  • Reorganizing Marketing to Maximize the Benefits of CRM
  • Summary
  • Questions
  • Exercises

Lessons 4:
Organization and CRM

  • Introduction
  • The Human Factor
  • Organization Environment
  • Value Chain Organization
  • Other Considerations
  • Summary
  • Questions
  • Exercises

Lessons 5:
CRM and Data Management

  • Introduction
  • Managing Customer Interactions
  • The Customer Integration Problem
  • Customer Data Integration Definition and Requirements
  • Householding Concepts
  • Customer Data Integration Steps
  • The Evolving Data Management Landscape
  • Summary
  • Questions
  • Exercises
  • Appendix

Lessons 6:
Technology and Data Platforms

  • Introduction
  • Technology Evolution
  • Marketing Technology Development Path
  • CRM and Related Technology Providers
  • Summary
  • Questions
  • Exercises

Lessons 7:
Database and Customer Data Development

  • Introduction
  • Data Defined
  • Data Capture and Allocation
  • Data Transformation
  • Business Intelligence (BI) and Business Analytics (BA)
  • Enabling CRM
  • Summary
  • Questions
  • Exercises
  • Appendix A

Lessons 8:
Business-to-Business CRM

  • Introduction
  • Business-to-Business Characteristics Relative to CRM
  • Value Delivery Networks
  • Building the Relationship—Sales and CRM
  • Partner Relationship Management (PRM)
  • Business Partner Associations
  • Other CRM Strategy Considerations
  • Summary
  • Questions
  • Exercises

Lessons 9:
Understanding the Customer–Company Profit…n: Satisfaction, Loyalty, Retention, and Profits

  • Key Constructs in the Customer–Company Profit Chain
  • Service Quality and Customer Satisfaction
  • Customer Satisfaction: Much Ado about Nothing?
  • Customer Loyalty
  • Retention
  • Satisfaction and Loyalty Factors
  • The Relationship between Satisfaction and Loyalty
  • The Relationship between Customer Loyalty and Company Profitability
  • Loyalty/Rewards/Frequency Programs
  • Summary
  • Questions
  • Exercises

Lessons 10:
The CRM Strategy Cycle: Acquisition, Retention, and Win-Back

  • The CRM Strategy Cycle
  • Is CRM for Everyone?
  • Summary
  • Questions
  • Exercises

Lessons 11:
Privacy and Ethics Considerations

  • Introduction
  • Consumer Privacy Concerns
  • Organization Privacy Concerns
  • Current/Pending Privacy Legislation
  • What Consumers Can Do
  • What Organizations Can Do
  • Global Issues
  • New Technology Implications
  • Other Resources
  • Summary
  • Questions
  • Exercises

Lessons 12:
CRM Program Measurement and Tools

  • Introduction
  • Areas Requiring Measurement
  • Basic Measures
  • CRM Customer Cycle Measures
  • Company 3E Measures
  • Customer Value and Customer Equity Measures
  • Marketing Research
  • CRM Scorecards and the CRM Measurement Hierarchy
  • Summary
  • Questions
  • Exercises
  • Appendix

Lessons 13:
Social Networking and CRM

  • Introduction
  • Social Networking and the Most Popular Sites
  • Why Companies Must Use Social Media
  • Why Social Media Works
  • Social Networking in China and the United States
  • How and Why Marketers Should Use Social Networks in CRM
  • Summary
  • Questions
  • Exercises

Lessons 14:
CRM Trends, Challenges, and Opportunities

  • Introduction
  • Organizational Environment and CRM
  • Trends in Current Technology
  • Emerging Trends and Technologies
  • Dynamic CRM: Transitioning for the Future
  • Summary
  • Questions
  • Exercises