Description

CRM is making a comeback in organizations. This training provides tools and methods to improve their customer relationship action plan and strengthen their customer capital throughout their journey. So that relationship marketing contributes to the objectives of loyalty and development of customer relationships, this training takes into account the constraints relating to data confidentiality (“first data party”) and also focuses on automated marketing.

Who is this training for ?

For whom ?

• Marketing manager, customer marketing and relationship marketing.
• Product manager, market manager, sales manager.

Prerequisites

There are no necessary prerequisites.

Training objectives

Use a strategic approach to CRM to improve the practical use of the CRM tool

Learn the methods and approaches to segment relationship marketing actions

Design automated marketing scenarios for each important stage of the customer journey

Training program

• Identify the customer journey
  • - The “customer centrics” approach: analysis and 360° knowledge of the customer.
  • - Determine customer value.
  • - Identify the criteria linked to customer loyalty.
• Building multi-channel relationship marketing
  • - Segment your customers throughout their journey.
  • - Segmentations, typologies and behaviors.
  • - The RADAR decision-making matrix: identify targets and define actions.
• Focus on Databases and CRM

  - n'as pas encore du programme

• Automate your campaigns to develop value
  • - Marketing automation in addition to the CRM tool to:
  • - generate content
  • - meet customer expectations
  • - script the 'sending emails/sms and creating workflows at key moments in the customer journey.
  • - Distil and distribute valuable content throughout the customer journey.
  • - Automate management of its campaigns to identify leads and develop customer relationships.
  • - Develop campaign automation scenarios.
• Strengthen multichannel actions
  • - Choose your digital media.
  • - Monitor the main performance indicators.
  • - Build your dashboards.