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E-Business Customer Relationship Management (CRM)

Companies e-business prospects are often derailed by poor customer support because companies don't understand the frantic pace of Internet time. Procurement, fulfilment, and post-sale support can be severely crippled by poor communication channels. Customer Relationship Management explains the circular relationship between suppliers, technology, and customers, which together provide the infrastructure for customer support in an e-business environment.
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Duration: 5 Days

Course Description

Managing relationships with customers has become a critical organizational competency. Get winning strategies for acquiring and retaining customers by leveraging the latest advanced technologies. This course will teach you how to select the right tools for your business-- so it can grow today--and on into the future. Lagging means lost customers, which means damage to the bottom line. But how do you not lag when customers are moving lightning fast to demand constant changes in the speed to complete their transactions? How do you keep your customers when the move to another company is nothing more than a mouse click and a minute away? CRM is the answer. Customer Relationship Management, a strategy that leverages very advanced technologies is the way to cut to the 21st Century business chase.

Certificate Earned

Certified e-Business Professional

Course Outline

Module I - Overview of CRM

CRM Concepts
CRM - More definitions
CRM Drivers
Constituents of a Good CRM Strategy
CRM and Technology
CRM Solutions Map
The Concept of e-CRM
e-CRM and CRM
Implementation Challenges
Module II - Developing a Customer Strategy

Section 1: Fundamentals of Customer Strategy

Customer Strategy Basics
Customer Loyalty
Customer Satisfaction
Customer profiling and Modeling
Section 2: Evolution of a Customer Centric Enterprise

Customer Centric Enterprise - Background
Customer Centricity - Concepts
Product Centricity Vs. Customer Centricity
Customer Centric Strategy
Evolution of Customer Centric Enterprise (CCE)
Specific Adaptations of a CCE
Section 3: Discussing the core of successful CRM initiatives

Core of any successful CRM initiative
Seven Habits of a successful CCE
Section 4: Mapping People, Processes and Technology

Revisiting the basic precepts
Discussing People, Processes and Technology
Transitioning from product centricity -Processes
Transitioning from product centricity -People
Transitioning from product centricity -Technology
Module III - Customer Lifecycle Management and Lifetime Value

Concept of Customer lifecycle
Customer Life Cycle stages - Illustrated
Customer Life Cycle Management
Managing the Customer Life Cycle in a CCE
Concept of Customer Lifetime Value
Customer Lifetime value assessment
Module IV - CRM Technology

CRM Ecosystem
Customer Interaction and CRM
Three Pillars of CRM
Operational CRM
Analytical cycle of CRM
Analytical CRM
Collaborative CRM
Module V - Operational CRM

Sales Force Automation
Account Management - Illustrated
Opportunity Management -Illustrated
Sales Forecasting
Sales Funnel management
Sales Pipeline Management
Marketing Automation
Campaign Management
Analyzing, Learning, Listening and Responding
Workflow Management
Marketing Communications - Illustrated
Contact Management
Contact Management - Illustrated
Ticket Management
Module VI - Analytical CRM

Critical components of Customer Centric Strategies
Analytical CRM defined
CRM Intelligence Management Cycle
Analytics and Customer Life Cycle Management
CRM Data warehouse
Analytical CRM Components
Benefits from CRM Analytics
Customer Centric Data Mining
Analytical CRM application areas
Teradata Industry CRM
Requirements from an Analytical CRM application
Data Extraction - Illustrated
Data Enhancement - Illustrated
Clustering and profiling
Model building and Analysis
CRM Analytics - Sample vendor options
Common Implementation Problems
Module VII - Collaborative CRM

Collaborative CRM
Customer Centricity revisited
Channel evolution
Multi-channel Strategy
Multi-Enterprise Value Networks
Mapping Customer interactions into Life Cycle stages
Customer Interaction Centers
Avaya Communications architecture -Illustrated
Customer Interaction Center - Detailed
Avaya Unified Communication model -Illustrated
Call Center - Explained
Evolution of Contact Centers
Contact Centers -Evolution Phases
Technology Transformation and Migration
Customer interaction -illustrated
What do portals address?
Integrating Customer Information through portals
Employee Portal
Customer Portal
Partner Portal
Module VIII - CRM Project Management

CRM Initiative- Phases
Planning the CRM initiative
Preparatory Phase
Preparatory Phase - Activities
Defining the CRM vision
Assessing CRM readiness (Organizational perspective)
Analyzing business processes
Auditing the IS/IT infrastructure
Establishing CRM project objectives
Building a business case for CRM
Building the team
Ensuring involvement of key people
Prioritizing the requirements
Establishing the budget
Establishing tentative timelines
Short listing prospective CRM solution vendors
Selecting the CRM solution
Selecting the solution partner
Implementation Phase
CRM implementation project methodology
Definition Stage
Analysis Stage
Design & prototyping Stage
Configuration & Testing
Deployment Stage
Managing Change
Training is key to implementing change
Post Implementation Phase
Post Implementation Support
Problem areas to look out for
Module IX - Building a Business Case for CRM

Need for a Business Case
Elements of a good Business Case
Challenges in quantifying CRM Benefits
Categorization of CRM Benefits
CRM Metrics Framework
CRM Benefits -Customer?s perspective
A methodology for ROI Estimation
Presenting the benefits - Illustration
Identifying and mitigating risks