All marketing staff at any level in the organization, Customer Relationship Management (CRM) and data mining departments, market research, loyalty scheme managers and supervisors, product managers, business unit managers, sales managers and supervisors, customer care managers and supervisors, analysts and any interested decision maker, department head or supervisor
Demonstrate an understanding of the terms and benefits of CRM on a company’s bottom line
Analyze the different components of a CRM plan
Develop a checklist for readiness and success in CRM
Describe how CRM creates value for organizations and customers
Consider developmental roles that have the greatest impact on CRM
Explain customer satisfaction, retention and loyalty and measure them in a meaningful and systematic way
Defend the use of a profitability dimension to any customer loyalty strategy
Arrange, plan and manage impactful customer satisfaction surveys
Define customer segments, profiles and models for maximum strategic as well as tactical impact
Create \'customer value propositions\' that work
Develop effective loyalty schemes: know what to avoid and how to improve them
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