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Book onlinewww.cim.co.uk 75Relationship MarketingHigh performance customerrelationship management in aconnected world21 CPD hoursCoursecode0600Level AdvancedDuration3 daysVenues and datesMoor Hall, Berkshire201121-23September 201216-18January 02-04JulyResidentialPrice£1,975+ VATCIM Member price£1,777+ VATWhat's includedTuition, course materialsand full boardaccommodationNon-residentialPrice£1,775+ VATCIM Member price£1,597+ VATWhat's includedTuition, course materials,lunch and refreshmentsRelated courseßImplementing a CRMCommunicationsProgramme (p74)Moredatesandtobookonlinewww.cim.co.uk/0600Overview The emphasis of traditional CRM tended towardssystems, processes, databases and outboundmarketing. Now, in a technology-enabled andconnected world, customers are in control andtheir expectations are rising. They interact withbrands - and indeed each other - more widelyand in radically different ways. We therefore needa new approach to CRM if we are to activelyengage with customers and develop mutuallybeneficial long-term relationships.Benefits to you and your company You will learn how to scope, specify, implementand evaluate a CRM 2.0 approach. This shouldresult in delivering a better experience to yourcustomers and improving customer engagement. This workshop will give delegates the knowledge,insight and skills to implement a robust andsuccessful CRM 2.0 approach, helping theirorganisations to reap the considerable benefits ofimproved and profitable customer relationships.Who this course is forThis course is most suited to managers whoseresponsibilities include customer relationshipand/or experience management. It may also beof interest where significant historical investmentin CRM is failing to deliver the anticipatedbenefits, or where significant future CRMinvestment is planned.What you will learn ßAssessing your current 'CRM' efforts.ßBringing about a cultural shift from 'CRM' to'CRM 2.0' (including social CRM).ßCustomer Managed Relationships (CMR) -putting customers in control.ßSegmenting your customers and utilisingconcepts such as 'self-segmentation'.ßDeveloping an attractive and seamless (eg. on/off-line) value proposition.ßHandling complaints, failures and negativepublicity (both off- and on-line).ßBuilding a business case for CRM investmentand calculating ROI.ßLeveraging digital marketing tools andtechniques (eg. social media).ßAssessing various CRM 2.0 technologies(including SAAS -Software as a Service).ßIntegrating technological with non-technological aspects. ßMaximise the chances of success of rolloutand avoiding pitfalls. ßMeasuring the success of your CRM 2.0implementation.Learning approachInteractive use of slides, exercises/miniworkshops, discussion, internet and video,centred around a pivotal CRM case study,leading to the development of your own outlineCRM 2.0 strategy and plan.CRM 2.0 - Successful CRM in a Connected WorldResidential option

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