CRM 2.0 - Successful CRM in a Connected World

The emphasis of traditional CRM tended towards systems, processes, databases and outbound marketing. Now, in an increasingly technology-enabled and connected world, customers are in control. Their expectations are rising and their behaviour is changing – they interact with brands, and indeed each other, much more widely and in radically different ways. We therefore need a new and relevant approach to CRM if we are to actively engage with customers and develop mutually beneficial long-term relationships.

Within the context of how the customer and marketing environment has evolved, and the implications of these changes, you will learn how to scope, specify, implement and evaluate a CRM 2.0 or ‘Social CRM’ approach. This should result in delivering a better experience for your customers, improving customer engagement and your role in driving business performance.

This workshop will give delegates the knowledge, insight and skills to implement a robust and successful CRM 2.0 approach, helping their organisations to reap the considerable benefits of improved, relevant and timely interaction with customers which should boost profitability and referral (‘word of mouth/mouse’).

This programme is most suited to managers whose responsibilities include customer relationship and/or experience management, which may or may not be underpinned by the utilisation of dedicated technology and digital marketing tools and techniques. It may also be of interest where significant historical investment in CRM is failing to deliver the anticipated benefits, or where significant future CRM investment is planned.

• Identifying the key differences between ‘traditional CRM’ and ‘CRM 2.0’.
• Understanding and managing customer value, experience and engagement.
• Realising the importance of developing meaningful relationships and trust.
• The No. 1 customer metric – avoiding the ‘customer satisfaction trap’.
• Developing a customer strategy with emphasis on putting customers in the driving seat.
• Using customer segmentation – ‘customer pyramids’, matrices, new variables.
• Using tactical CRM 2.0 tools and techniques – traditional and digital marketing mix.
• Integrating these tools and techniques optimally in a ‘multi-channel’ environment.
• Implementing CRM 2.0 – planning, execution and evaluation (using metrics).
• Exploiting best practice - examples, case studies, and discussion.
• Developing your own CRM 2.0 strategy and implementation plan (presentation preparation and delivery).

Interactive use of slides, exercises/mini workshops, discussion, internet and video, centred around a pivotal CRM case study with supporting mini cases, leading to the development of your own outline CRM 2.0 strategy and plan.