Technological Tools for Customer Relationship Management

TEACHING UNIT 1. PLANNING AND ORGANISING SALES ACTIVITIES

1. Commercial Planning.
2. Set the business objectives.
3. Market Analysis.
4. Sales Forecasting Methods.
5. Customer segmentation.
6. Allocation of resources.
7. Commercial Action Plan. Initial proposals.
8. Development of the Commercial Action Plan.
9. Sources of customer acquisition.
10. Sales Pitches.
11. Preparing for the sales visit.
12. Tools for monitoring and measuring sales planning.

TEACHING UNIT 2. SALES MANAGEMENT PROCESS

1. Presenting benefits: Introduction. Sales pitches. Sales arguments and the sales process.
2. Reconfiguration: Introduction. Objections.
3. Formalising the relationship: The closing. The closing process. Requirements for an effective closing.
4. Customer service: Recognise. Take responsibility. Inform. Communicate. Take action. Resolve.

TEACHING UNIT 3. CRM AS A TOOL FOR MANAGEMENT AND CUSTOMER LOYALTY

1. What is a CRM?.
2. Benefits for the company.
3. Applications. When and for what purpose is it used?.
4. Relationship Marketing and CRM.
5. Relationship Marketing Tools.
6. Objectives of Relationship Marketing and CRM Solutions.
7. CRM and customer loyalty.
8. CRM and increased sales.
9. CRM and the quality of customer service.

TEACHING UNIT 4. INNOVATIVE CUSTOMER-CENTRED SALES AND MARKETING STRATEGIES

1. Analysis and assessment of the client portfolio. Identifying opportunities.
2. Databases and information retrieval systems.
3. The process of providing business advice to clients.
4. Meeting customers’ needs.
5. Increase the value of existing customers.
6. Cross-selling.
7. Benefits of cross-selling.
8. How to approach cross-selling.

TEACHING UNIT 5. CUSTOMER LOYALTY

1. The concept of customer loyalty.
2. Loyalty schemes.
3. Benefits of customer loyalty.
4. Customer engagement.
5. Factors influencing customer loyalty.

TEACHING UNIT 6. COMMERCIAL PROACTIVITY AS A STRATEGY FOR CUSTOMER MANAGEMENT AND LOYALTY

1. The importance of being proactive.
2. Perseverance.
3. Customer focus.
4. The image we project to the customer.
5. Resource planning and optimisation.
6. 10 Tips for Being Proactive.
7. Customer satisfaction.

TEACHING UNIT 7. DEFINING STRATEGIES AND APPLYING WEB 2.0 TOURISM MANAGEMENT

1. The website ‘Tools and Applications in Business Relationships with Customers’.
2. Business applications of social media in business management.
3. Commercial applications of blogs, microblogging, forums and wikis.
4. Commercial applications of video and photography platforms.
5. Content syndication and podcasting.
6. Benefits of search engine optimisation.
7. Planning of initiatives and campaigns.