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CUSTOMER RELATIONSHIP MANAGEMENT 

WHAT IS CUSTOMER RELATIONSHIP MANAGEMENT?

Customer Relationship Management (CRM) is management approach which focuses corporate activities and resources on discrete customer segments, to the mutual benefit of both customer and supplier. CRM is typically divided into two separate components:

  • Analytical CRM
     

The analysis and segmentation of customers based on purchase behaviour, potential value and net profitability. Within this area, we offer a range of innovative services

  • Tactical CRM

The formulation and execution of effective sales, order and customer management techniques, yielding higher sales, higher profitability and stronger customer loyalty.

COURSE DETAILS

2-day in-company training course

1-day preparation and follow-up

 

Course is delivered in-person or online

Instructor: Philip Ammerman

Pricing: Upon Request, depending on number of participants, degree of customisation, and travel

CUSTOMER RELATIONSHIP MANAGEMENT TRAINING 

INTRODUCTION  |  AGENDA  |  PREPARATION & FOLLOW-UP  |  CERTIFICATES  |  TRAINER

INTRODUCTION ​

The CRM methodology developed by Navigator provides a customer-centric marketing and sales approach that:

  • Analyses sales, gross profit, overheads and net profit per customer.

  • Identifies useful information to determine customer behaviour, such as purchase events and frequency, responsiveness to special offers, etc.

  • Supports strategic decision-making, such as differentiating the level of service offered to different customer segments.

  • Develops tactical marketing programmes focussing on improving relationships with customers and improving organisational and salesforce capacities to sell profitably and effectively.

TRAINING AGENDA

 

MORNING

 

​AFTERNOON

TRAINING PREPARATION & FOLLOW-UP

We will take half a day to prepare for the training together with you. This includes introducing ourselves, discussing the key questions to be answered by the scenario team, understanding who should be included in the training, and discussing data and confidentiality. 

Participants will be asked to review an introduction to the training, including supplemental reading resources and terms of engagement. 

A few days following the training, we will implement brief exit interviews with the trainees and outline what the next steps should be within your firm to implement scenario planning and ensure its relevance to your wider strategic planning, forecasting and risk assessment functions. 

CERTIFICATES

All managers who complete the training will be awarded Certificates of Participation. These can be co-branded with your company's logo. 

ABOUT THE TRAINER

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PHILIP AMMERMAN

Philip is a consultant, entrepreneur and investment advisor who has advised start-ups, investors and enterprises on digital disruption, internationalisation and investment-led growth since 1994. He is founder of Navigator ConsultingNumenor Capital and the Centre for Innovation & Entrepreneurship.

Philip started his consultancy career in 1992. He supported the first wave of disruption in sectors such as banking and travel between 1995 and 2000, when the first dot.com crash took place. 

 

In parallel, he supported “real economy” investments, primarily in industry and manufacturing, that took place in Greece, Central & Eastern Europe and the former Soviet Union. He has advised on over 220 investment transactions, (including M&A, loans and restructuring) with a total investment value exceeding € 6 billion.