Customer Relationship Management | CRM

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Customer Relationship Management | CRM

Customer Relationship Management | CRM – Develop customer loyalty and incorporate an effective and cost-efficient customer relationship program.

Customer Relationship Management (CRM) is a business approach that includes the practices and strategies a company uses to determine the best ways to manage and maintain business relationships and interactions with customers, clients, partners or prospects.

There is an operational side and an analytical side to CRM.

The course begins by showing you how businesses can address fluctuating demand from customers for service by managing capacity within the service process they offer to their customers.

You will then learn how businesses can use marketing elements to shape demand patterns for a service. You will learn about consumer behavior and how essential aspects of service processes such as queuing and waiting for lines can be re-designed to significantly improve customer experience and also increase service productivity and efficiency.

You will also learn about The Three-Stage Model of Service Consumption and how this model allows service managers set objectives and shape consumer behavior in a targeted manner.

Finally, you will learn about self-service technologies (SST) and co-creation of business services and how these methods are the ultimate form of customer involvement in a business service when used appropriately.

The course uses real-world examples throughout to demonstrate how service businesses and service organizations around the world achieve excellence in their customer relationships.

This course will be of great interest to all professionals working in service businesses and service management and who would like to learn more about creating business services that go beyond customer satisfaction and achieve customer delight.

This workshop will impart critical strategies aimed at transforming the organization into a magnet for customers.

This is an accredited CSIA program.

You might be interested in other Customer Service programs as a next step.

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  • View Schedule
  • COURSE TYPE Practitioner
  • DURATION 4 days


Participants will come away with a thorough understanding of customer lifecycle management and the role of people and information technology in customer relationship management with the ultimate goal of attaining customer loyalty.

After completing this course, students will know how to:

– Appreciate the value of culture and the significance of cross-cultural communication, describe the impact of cultural differences on contact, and avoid miscommunication and conflicts that arise due to these differences.

– Identify the gaps in verbal and nonverbal communication across cultures, including understanding gestures and expressions that vary across cultures.

– Establish rapport, build trust, and listen and provide feedback to cross-cultural co-workers and employees.

– Identify common cross-cultural communication barriers and how to overcome them, avoid cultural bias, and employ qualified interpreters for intercultural communication.

– Attend and organize cross-cultural meetings that include conducting negotiations and solving problems.

– Identify gestures used in different cultures, build a cross-cultural team, design cross-cultural documents, and build a professional translation team.


Upon completing the course, participants will be awarded Strategic Axis Professional Certificate endorsed by International Customer Service Standard (ICSS).



Module 1: Introduction to Customer Relationship Management

Introduction to Customer Relationship Management

The Customer and Customer Service

What is CRM

The Customer and Customer Strategy

Four Pillars of CRM

Module 2: Understanding the Challenges of Service

Challenges of Service Management
Understanding Service Uniqueness
The Role of the Consumer in the Services Flow
Understanding Service Consumer Behavior
What is Co-Creation of Services?
The Customer and Co-Creation of Services

Module 3: The Science of CRM

The People Perspective to CRM

The Theory of Behaviour

Internal Customer Satisfaction

Team Dynamics

Module 4: Understanding & Adopting Mobile CRM Strategy

Introduction to CRM, Mobile, and Mobile CRM

Mobile, the “Gabriel Barbar” to unlocking your customers every need

Mobile, the platform of choice to effectively achieve corporate objectives

Developing Your Company’s Mobile CRM strategy

Module 5: Delivering Service Excellence

Current Service Map to New Service Design
New Service Development Cycle
Case Study on Service Excellence
Service Excellence – Arvind Eye Hospital
The Role of Culture in Service Excellence
The Role of People in Service Excellence

Module 6: Customer Relationship Management in Business Services Assessment

Customer loyalty

Creating loyal customers

Market intelligence enterprise

Identifying marketing tiers

Module 7: CRM Implementation

CRM and expenditures

Analyzing CRM costs

Discussing the economic impact of CRM

Implementation planning

Selecting the CRM implementation team

Identifying departments affected by CRM

Examining CRM program failure factors

Testing a CRM program

CRM implementation preparation

Preparing for CRM implementation

Identifying reasons for implementing

CRM in stages

The implementation process

Module 8: ECRM Customization

eCRM fundamentals

Discussing eCRM Identifying

eCRM features

Discussing eCRM disadvantages

eCRM and automation

Automating the marketing department

Automating the sales department

Automating the customer service department

Automating the accounting department

eCRM customization

Identifying stakeholders that benefit from eCRM

Customizing eCRM

eCRM goals

Achieving CRM goals through eCRM

  • In The Classroom

  • Live, Online

  • Private Team Training

  • Indiviual Private Session

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