PROGRAM SUMMARY

CRM is a strategic methodology that recognizes customers as the core of the business. Organizations are finding that if they enhance the customer experience, a relationship can form between the customer and the organization. Sustaining this relationship over time can lead to growing customer satisfaction and loyalty, which in turn enhances the organization's competitive position as well as increases its profitability. Through case studies, practitioner guest speaking, a project, class discussion and presentations, participants will gain a firm understanding of the key decision variables required to successfully adopt and use this methodology in B2C, B2B and B2B2C environments.

Participants with minimal or no exposure to CRM will gain:

• an in-depth understanding of the benefits of CRM and the competitive advantage opportunities this methodology precipitates
• a grasp of the challenges and constraints organizations face in attempting to incorporate CRM
• an appreciation for how technology can be leveraged to enhance a CRM initiative
• exposure to best practices in multiple vertical markets
• insight into key decision variables related to CRM
• an understanding of simple CRM techniques
• a reinforcement of the concepts by working on case study analysis and an individual project
For those with CRM experience, this module may provide fresh approaches or ideas as well as a venue to test or challenge what is currently being practiced as they converse with the instructor and guest speakers who are seasoned practitioners in the area of CRM. It also will allow them to test and possibly propose ideas to their respective organization as part of their individual project assignment.
I. CRM: IS IT RIGHT FOR YOUR COMPANY?

1. Commerce in the 21st Century.

Understanding the Landscape. Defining “Customer Loyalty”. Loyalty in the New Marketplace. Building and Managing Relationships in the New Marketplace.

2. The Case for Customer Relationship Management.

Understanding Common CRM Obstacles. Seeing the Total Customer Experience. Defining Customer Experience Management. Ensuring Customer Loyalty. Defining Customer Relationship Management.

3. What Is CRM?

Defining “CRM”. Defining CRM Concepts. Understanding the Goal of CRM. Using Customer Touch Points. Deciding Who Should Lead the CRM Functions. Creating a New Role for Marketing.

4. e-CRM-What's the Difference?

Merging CRM and the Internet. Delivering CRM On and Off the Internet. Recognizing Barriers to Internet Adoption.
II. CRM: PLANNING IT RIGHT.

5. Understanding the Method.


Understanding the Formality of CRM. Developing Your CRM Strategy. Building a CRM Component. Analyzing and Segmenting Customers. Taking It to Your Customers. Getting Ready for the Next Project.

6. Get Ready: Avoiding Common Barriers.


Creating a CRM Culture. Creating Realistic Expectations. Building an Operational Infrastructure.

7. Get Set: Organizing for Success.

Defining the Organizational Scope. Bridging Organizational Gaps. Marrying Organization and Governance. Garnering Leadership's Support. Adding Adjunct Team Members (Consultants and Contractors).

8. Go!Developing Your CRM Strategy.

Answering the Three Key Questions. Using Strategic Planning Tools. Collecting Data. Assessing Findings. Creating a Strategic Proposal.

9. Launching a Project.

Choosing the Right Project. Deciding What Needs to Be Done. Determining Component Scope. Winning and Keeping Support.
III. CRM: BUILDING IT RIGHT.

10. Building Infrastructure Components.

Following the Steps to Building Infrastructure. Gathering Business Requirements. Analyzing and Designing Components. Constructing a Solution. Putting It All Together.

11. Understanding the Information Component.

Understanding Data and Information: What does it all mean? Following Information Engineering Steps. Integrating Your Databases (The Information Gold Mine).

12. Understanding the Process Component.

Process, Schmocess—What Are We Talking About? Following Process Engineering Steps. Choosing Process Automation Software.

13. Understanding the Technology Component.

Understanding the Technology…That's the IT Department's Job, Right? Following the Technology Engineering Steps. Making Technology Decisions.

14. Understanding the People Component.

Engineering People? Following Change Engineering Steps. Moving Forward: Beware of Black Holes.

15. Managing the Project.

Beginning the Development Project. Controlling the Project. Finishing the Development Project.
IV. CRM: USING IT RIGHT.

16. Integrating Components.

Transitioning From Inside to Outside Work. Integrating the Information Component. Combining Process, Technology, and People.

17. Finding the “Right” Customers.

Creating a Customer Profile. Knowing Your Customers. Getting Down and Dirty with the Data. Segmenting Customers. Targeting Customers. Understanding the Tools.

18. Delivering the Customer Offer.

Delivering the Offer. Designing the Offer. Preparing the Offer Message(s). Presenting the Offer. “Doing” CRM On and Off the Web.

19. Evaluating Project Results.

Evaluating Performance Metrics. Understanding Value Metrics. Reviewing and Tuning Your Strategy.
V. CRM: KEEPING IT RIGHT
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20. Managing Quality Information As a Company Asset.

Understanding Information Quality—Why Bother? Identifying Data Quality Issues. Planning Information Quality. Getting Information Quality. Using Tools to Manage Data. Owning Data Versus Responsibility for Data.

21. Designing Quality Systems for a Competitive Advantage.

Understanding System Quality? Identifying System Quality Issues. Planning System Quality. Getting System Quality. Understanding Why Web-Based Systems Are the Most Demanding.

22. Customer Privacy: Seize Your Opportunity.

Why Should You Care? What Is Privacy? What Do the Five Elements of Privacy Mean to You? Writing Your Online Statement. Managing the Balance between Self-regulation and Legislation. Getting Started Now.

23. CRM: You Got It, Right?

Knowing Your Company's CRM Goals. Knowing What a Successful CRM Program Looks Like. Knowing How You're Going to Get There. Knowing What It Takes to Achieve Success. Knowing How to Get Started. So Where Will CRM Go from Here?

Appendix A. Glossary of Terms.
A framed certificate of completion will be awarded to class members who attend at least 80% of the 40 training hours are granted by the Management Development Institute through the College of Business Administration at Missouri State University. Recognized by the US Department.
Customer Relationship Management: Getting It Right!
Judith W. Kincaid
ISBN-10: 013035211X • ISBN-13: 9780130352118
©2003 • Prentice Hall • Paper, 512 pp
Published 10/29/2002 • Instock