CRM & Customer Engagement Training Course

Learn how to turn customer engagement into valuable relationships

Course Details & Enrolment

Course Details
This course can be delivered to teams at your business or organisation.	Enquire Now
*Course length:* 1 day (9.30am - 5.00pm) includes digital copies of materials and certification

Please note: Our training courses are now available either in-person or online.

Benefits

Following the CRM & Customer Engagement course, you will have:

A clear understanding of how CRM and Customer Engagement influences brand equity, customer value and profitability
Guidance on how to develop a CRM vision, strategy and plan
A greater understanding of the value of data and how to use it
A framework for creating more relevant, insightful engagement
Tools and tips for measurement and evaluation
Guidance on selecting technology partners
An appreciation of how small things in the world of CRM can often make a big difference to the bottom line

All attendees receive an attendance certificate, digital copies of the course materials and four weeks post course support online.

Course Overview

Every brand seeks engagement. Yet, engagement is not an end in itself, and many attempts at engagement can be short-lived, silo'd, inconsistent and worst of all irrelevant – contributing little or potentially damaging the relationship between a brand and its customers.

This CRM and customer engagement training course provides the framework for relevant customer engagement through the lens of customer relationship management. It provides strategies to approach engagement with a clearer view of how and who to engage, with what, where and when – across the customer journey.

The day provides guidance on setting a vision and purpose for CRM: tools and tips for the development of an insightful joined-up CRM strategy and the basis for building and delivering effective CRM plans. It also incorporates guidance on the use of data and technology, which grease the wheels of CRM.

Course Programme

Setting the scene

The 8 building blocks of CRM
CRM - good and bad

4 Steps to setting a CRM vision

The brand purpose
The customer and what matters to them
The truth about the relationship
The purpose and role for CRM and Customer Engagement

Setting meaningful objectives

Setting business objectives from the customer’s point of view
Translating objectives into outcomes and KPIs
Knowing what success looks like: measurement and reporting

Knowing your customer

What defines your customer?
What defines a valuable customer?
Creating workable customer segmentation
Tackling Big Data and knowing what matters
Guidance on data protection and regulation
The importance of the single customer view and steps to achieving it
The rise of behavioural economics

Defining the relationship and customer experience

The truth about engagement and commitment
Why there are two Rs in Relationship
Why relationships fail and what makes a successful relationship
Organisational collaboration and its effect on the customer experience
Why humanity and technology make good bed-fellows
Mapping the customer journey: the backbone of the relationship
Identifying areas of greatest importance and influence
How small things can make a difference
Balancing quick wins with the longer term

Creating your CRM and Customer Engagement plan

Where to start
Creating the layers of the CRM plan
Mapping touchpoints, channels and processes
How to combine online and offline channels effectively
Don’t run before you can walk
Budget optimization

Improvement and evolution

Meaningful measurement
The macro and micro of measurement
The importance of test and learn

Wrap up

Guiding principles
Guidance on the selection of technology partners
Useful tools and resources

Audience

The CRM & Customer Engagement training course is suitable for:

Anyone who is interested in taking a more holistic view of customer engagement
Anyone who thinks that understanding CRM will make them better at what they do
Clients who need to better understand CRM in the context of their own silo
Account Manager to Account Director level in agencies who need to understand CRM from a strategic perspective
Client service and planning in digital, branding, design and advertising agencies
Creatives who want to better understand the world of CRM

Trainer

The CRM & Customer Engagement course is led by CRM specialist Mike Cullis.

Mike is a marketing comms and CRM professional with over 19 years' agency experience. He is founder of the direct marketing agency Soul, prior to which he was Managing Director of the award winning integrated agency Elvis.

He is also a Fellow of the IDM and sits on the DMA's Agencies Council.

What people say

An excellent course that will ensure that you go away feeling confident about implementing a CRM strategy into your organisation. Full of examples and practical suggestions delivered by an extremely knowledgeable trainer.

Caroline Gracey, Assistant Director Ministerial Public Appointments
Department for Business, Innovation and Skills

As someone with no marketing background and an ambitious task to implement a CRM system, I found this course incredibly reassuring and well structured. The trainer was incredibly knowledgeable, provided a lot of information and grounded this in real life examples that made it easier to understand.

Catherine Boyd, Executive Officer
Wonkhe

Excellent syllabus to get to the heart of CRM philosophy. Asks why does a business need to use CRM, for what purpose and what result needs to be gained from it to make it invaluable to an organisation.

Lee Maher, Head of Sales - EMEA
Kentec Electronics

Course was simply excellent - both content and delivery. Relevant and topical examples too.

Laura Dunne, Head of Marketing & Membership
Lincolnshire Co-op

Great course delivered by a very engaging tutor!

Richard Whittaker, Member Engagement Manager
Lincolnshire Co-op

The small group allowed the trainer to focus and relate examples back to the business area of each of the group, which was fantastic.

Fern Saunders, Email Marketing Executive
Institute of Directors

The tutor was very knowledgeable and approachable and the other delegates all had slightly different experiences and challenges to bring to the table. The most valuable content came from group discussions.

Natalie Ryan, Data & Operations Manager
Triangle Management Services

I recommend anyone to do the CRM strategy course. Anyone who is looking to make their company more efficient and proactive, and looking to see which CRM tools will help them with their strategy, vision, customer engagement, should really do this course. You will be able to utilise all the information from this course to your organisation. Mike is a excellent trainer.

Manisha Pandit, Renewal Account Executive
Rocket Software Ltd

A perfect course for any point of a CRM journey. Marketer or not, this course offers valuable knowledge to help your business gain, retain and reactivate customers.

Robert Phillips, Marketing Assistant
Fisher Jones Greenwood

I really enjoyed this course. It gave me lots to think about and also gave validation to what we are doing well. One thing I learned is that "change is a constant".

Sheila Carroll, Client Relationship Specialist
Shelton Development Services Ltd

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