This training in CRM as a Telemarketing Tool approaches Customer Relationship Management (CRM) as a essential tool in telemarketing. Beginning with an introduction to the concept and development of CRM, the course explores customer relationships in greater depth, customer loyalty strategies and the use of CRM in the digital environment (eCRM). It explores how to implement an eCRM solution within the company and the customisation tools and their relationship with ERP systems are analysed. Furthermore, potential applications of CRM in different business areas are examined.
Corporate
Corporate
40 hours
CRM as a Telemarketing Tool
Corporate
40 hours
Introduction
Objectives
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To understand the concept and development of CRM in business strategies.
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To analyse the customer relations, identify the most profitable ones and retain them.
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Mastering the stages and techniques of customer loyalty in CRM.
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Explore the eCRM and its application in online marketing strategies.
Table of Contents
TEACHING UNIT 1. INTRODUCTION TO THE CONCEPT OF CRM
- Definitions and development of CRM.
- Stages of CRM strategies.
- Benefits of CRM systems.
TEACHING UNIT 2. CUSTOMER RELATIONSHIPS IN CRM
- Retaining existing customers, strategies and tactical objectives in CRM.
- Criteria for selecting the most profitable customers.
TEACHING UNIT 3. CUSTOMER LOYALTY
- Stages of the customer loyalty process.
- How to measure customer loyalty.
- How to build customer loyalty.
- Revision of customer relationship strategies. Implementation of the CRM system and development of an effective communication programme.
TEACHING UNIT 4. E-CRM: EMERGENCE AND DEVELOPMENT
- Internet marketing.
- The concept of eCRM.
- eCRM strategies: information, analysis, personalisation, customer segmentation, management, structure, distribution, transactions.
- Personalised offers: “one-to-one” marketing.
TEACHING UNIT 5. DEVELOPMENT OF A CRM STRATEGY ON THE INTERNET
- The CRM components of e-business.
- Optimising customer relations.
- Development of bespoke programmes.
- How can a company implement an eCRM solution?
- Benefits of eCRM.
TEACHING UNIT 6. CUSTOMISATION TOOLS: THE ERP-CRM COMBINATION
- Principles of ERP.
- Development of the ERP-CRM combination.
- ERP systems in business.
- Changes in the value chain.
- Advantages of ASPs.
- Other options for a personalised offer.
TEACHING UNIT 7. POSSIBLE APPLICATIONS OF CRM IN BUSINESS
- The new intermediaries: intelligent agents.
- Criteria for selecting a CRM provider.
- Success stories.
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