Module 1: Understanding Customer Profitability |
Monday 23 October |
Introduction to Customer Relationship Management
Definition of Customer Relationship Management (CRM)
Why it's needed: customer fatigue and channel fragmentation
Integrating CRM into standard marketing and sales operations
Segmenting customers by different needs and values
Developing the One-to-One Customer Relationship
Business-to-business (B2B) and Business-to-consumer (B2C)
B2B2C: Business-to-business-to-consumer marketing
Successes and failures of CRM
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15:30 - 17:15 |
Measuring Net Customer Profitability
Understanding the corporate profit-loss statement
Measuring sales and gross profitability per customer
Modelling workflow in a company: what steps create work?
Splitting the P/L statement into products, regions or functions
Simple methods of overhead allocation: by sales value or units
Stripping out and allocating direct overhead costs
Allocating the remaining, indirect overhead costs
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15:30 - 17:15 |
Module 2: Understanding Customer Potential
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Tuesday, 24 October |
Understanding Customer Potential
The concept of customer potential
P/L measures past performance: what about the future?
Customer demand and facility indicators
Customer purchase behaviour (frequency, value)
Your share of customer sales
Competitor behaviour
What are the key profitability indicators of your sector/firm?
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15:30 - 18:30 |
Customer Segmentation
How (and why) to segment customers
How segmentation reflects profitability
How segmentation reflects corporate and firm operations
Sample segmentation methods
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18:30 - 19:30 |
Module 3: Customer-focussed Marketing
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Monday, 30 October |
Developing the CRM-focussed Marketing Mix
General marketing mix
Determining customer receptivity to messages and channels
Principles of Cross-Selling
Principles of Up-Selling
Predictive Marketing
Event Marketing
Development customer profit/loss centres
Developing a CRM marketing budget
Calculating CRM marketing return on investment (ROI)
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15:30 - 19:30 |
Module 4: CRM Marketing Tools
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Tuesday, 31 October |
Developing and Using the Customer Database
Database development using MS Office applications
Segmentation data in the database
Principles of direct mail campaigns
Short tutorial on MS Word mail merge function
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15:30 - 17:25 |
Principles of Customer Loyalty Programmes
Why should we reward customer loyalty?
Purchase Rebate Models
Purchase Discount Models
Free Goods/Service Models
Measuring the costs and benefits of loyalty programmes
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15:30 - 17:25 |
Organisational Differentiation: Focus on the Customer!
How should we focus top performers on top customers?
Measuring salesforce performance
Differentiating retail space
Rewarding and motivating the salesforce
Differentiating sales and distribution
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18:15 - 19:15 |
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