Workshop Objectives

At the end of the workshop, the participants will:

• Understand the basic concepts of CRM, such as the relative costs of customer retention and customer acquisition; customer lifetime value; the cost of losing a customer; linking marketing investment to customer profitability, etc.
• Become familiar with certain basic service marketing concepts that are relevant to CRM
• Appreciate the costs of NOT practicing CRM
• Appreciate the difference between CRM as a philosophy and CRM as a software driven cross-functional process
• Have a roadmap to quickly introduce a simple form of CRM in an organization
• Have a toolkit for introducing formal CRM in an organization; the participants will appreciate the fact that while CRM is practiced at the front end by Sales & Marketing, and related functions such as Customer Care and After Sales Service, the entire organization has to understand its importance, and support it

Pedagogy

The workshop will employ multiple pedagogical instruments to communicate and explain the various CRM concepts. These will include, but not be restricted to:

• Lectures
• Case analysis
• Exercises
• Q&A sessions
• Video clippings

The workshop will, in general, be highly participative in nature.

Who May Attend:

• Sales, Marketing & Customer Care (including After Sales Service) Executives at all levels across different verticals
• Executives in non-Sales & Marketing functions, who have to interact with Sales & Marketing, such as Supply Chain Management & Logistics, HRM, Finance & Accounts, and Systems
• Profit Centre Heads and members of top management teams
• Entrepreneurs

Companies that are not presently practicing CRM but are seriously considering adopting CRM are advised to nominate a cross functional team of participants from, inter alia, Sales, Marketing & Customer Care; Systems; Finance and.

Program Overview

1. Basic Concepts of CRM
   • Customer Satisfaction & Customer Delivered Value; link between customer satisfaction to customer retention
   • Customer Retention vs. Customer Acquisition; Customer Lifetime Value and Cost of Losing a Customer
   • Definition of CRM and its purpose; extension of CRM to PRM
   • Examples & Exercises
2. Service Marketing & CRM
   • What are services? The Service-Tangible goods Continuum
   • The defining characteristics of services; the additional 3 Ps of service marketing
   • Application of Service marketing concepts to CRM
   • Examples & Exercises
3. Implementation of CRM-A 'Jaldi' Roadmap
   • CRM: Philosophy vs. Tools
   • How to get started: Top management buy-in
   • Identification of key customers; the Pareto principle
   • CRM is front-end facing, but a general management process
   • Identification of key customers-today's and tomorrow's
   • Identification of key metrics for performance monitoring
   • Examples & Exercises
4. Implementation of formal CRM-the IS related issues
   • The CEO's role
   • The upstream activities
   • Getting started
   • CRM Software architecture
   • Selection of software vendor
   • Vendor's deliverables
   • Leading S/W vendors
   • Examples & Exercises
5. Recap & Key Learnings