Monday – Friday, 09.00 – 17.00, Bank Holidays - Closed

Customer Relationship Management


The challenge facing organisations today is that customer are expecting more individual attention, responsiveness, customization and access, yet are not willing to pay a premium for these services. High customer expectations and lower exit barriers threaten to increase customer attrition. There is therefore need for a sound CRM approach that identifies the most profitable customers and prospects, and devotes time and attention to expanding account relationships with those customers through individualized marketing, re-pricing, discretionary decision making, and customized service.

An effective customer relationship management integrates internal processes and functions, and external networks, to create and deliver value to the targeted customers at a profit. A culture that embraces excellent customer service and relationship management requires appropriate training for the Managers responsible.

Who should attend

  • Customer Service and Relationship Managers
  • Account Executives
  • Marketing Managers

What delegates will learn

Delegates will learn how to;

  • Apply the contemporary concepts and principles in customer relationship management
  • Be familiar with the high level concepts of customer relationship management
  • Apply grounding in “Consultative Sales” techniques – most notably how to avoid fall into the ‘Price Trap’ in negotiations with customers
  • Understand the impact they have on customers, negative and positive
  • Analyse their customer service process from end to end
  • Build consistency through the use of service standards
  • Make a 360 degree map of their organisation ‘s touch points
  • Use a variety of techniques to develop a customer-focused culture
  • Develop a clear understanding of the relationship between customer satisfaction, retention and loyalty, and how this impacts on the organisational growth.
  • Draw up a personal application plan for implementation in own organisation.

What it will cover

High level concepts of Customer Relationship Management

  • How CRM fits within the overall strategy
  • Appreciate the different perspective of CRM and how it is a holistic approach
  • Differentiating Customer-centricity Versus product-centricity and what matters in CRM
  • Understanding the importance of customer retention and underpinning profitability
  • Segmenting customer and understanding their expectations, attitude and behaviour
  • Mapping the customer journey: The backbone of the relationship
  • Identify areas of greatest importance and influence in CRM
  • Customer engagement through the lens of CRM
  • Why customer complain – problem identification, generate solution and take action