Effective Customer Relationship Management (CRM) for Start-ups and SMEs

Synopsis

The business landscape of SMEs today has changed tremendously that the difference between failure and success of an enterprise often depends on the ability of the enterprise in handling its relationship with its customers. Customer Relationship Management (CRM) is a term that’s generally used to refer to a software-based approach to handling customer relationships. CRM software promises to deliver a 360º customer view.

In this view, all customer interactions are integrated across various departments, primarily sales, marketing and customer service.However, CRM is not just a technology but rather a comprehensive, customer-centric approach to an organization's philosophy of dealing with its customers. This includes policies and processes, front-of-house customer service, employee training, marketing, systems and information management.Hence, it is important that any CRM implementation considerations stretch beyond technology toward the broader organizational requirements.

Course Outline

• What is Customer Relationship Management?
  
• How does CRM impact the organization
  
• CRM Strategy Development
  
• Identifying your customer
  
• Segmenting your customers
  
• Customer expectations
  
• Customer and company values
  
• Customer Interactions
  
• Channel and media integration
  
• CRM Information System
  
• Measuring CRM ROI
  

Methodology

Mixture of lecture, practice and group discussions.