Apply new CRM knowledge to improve business objectives, strategies and ROI
Seminar presentation video by Benoit Aubert
Target Audience
This training program will benefit those wishing to:
- Interact with customers with a new sensitivity towards the customers’ perspective
- Improve current processes using new tools and ideas
- Have a clearer understanding of costs and investments in CRM, improving ROI
Objectives of the seminar:
- Place CRM in the context of firms’ strategies and understand the place and impact of CRM on customer satisfaction, loyalty and profits
- Overview of the main applications of CRM
- Focus on innovative functions of CRM: customer complaint handling approach and customer education
Program Content
1. CRM in a business strategy
- The strategic relationships between profit, customer loyalty and customer satisfaction
- A deep understanding of the “satisfaction” and “loyalty” concepts and its consequences on CRM
- The role of CRM in an international context
- The implementation of a CRM system: methodology, strengths and weaknesses.
2. Applications of CRM
We shall investigate the key functions of CRM as well as their benefits and their “return on investment” on a company’s strategy.
Analytical CRM
- Implementation : data-warehousing and data-mining
- Objectives and overview of the key statistical models: descriptive and explicative approaches
Operational CRM
- Objectives and overview of the different operational CRM applications: sales force automation, marketing automation and customer support
- Impact and benefits of Web 2.0 on operational CRM implementation
3. Focus on innovative functions of CRM
Customer Complaint handling approaches:
- Objective and impact of customer complaint systems on CRM
- Implementing customer complaint systems
- Return on investment (ROI)
Customer Education
- Objective and impact of customer education on customer behaviour and CRM
- Implementing customer education solutions
- The impact of the web 2.0 on customer education implementation and outcomes
This 2 day operational seminar is delivered in English.
Active participation will ensure an enriching exchange.
Biography of the trainer: Benoît Aubert
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Initial corporate career as a consultant specialized in analyzing the efficacy of advertising followed by a role in marketing and strategic development for Ernst & Young.
Associate professor at Grenoble Ecole de Management.
Doctorate of Business Administration thesis was founded on the effects of customer education on customer behaviour and satisfaction.
Benoît is a regular speaker at major European conferences and has also co-authored published textbooks
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Program Fees
€900 HT per participant: The fee includes all tuition, educational materials and coffee breaks. (With a training convention signed by your company, the training program is exempt from tax and so the HT price becomes the net price).
Lunches are not included in the fees, if you wish to accompany the group for lunch, please register for this.
Lunch costs 25€ and will be next to the school at the Novotel, Europole.
This is a non residential programme; however, if you require assistance reserving accommodation, do not hesitate to contact us.
Information
E-mail execed@grenoble-em.com or call (+33) 4 76 70 62 19.
Registration
Download our Registration Form, print it, fill it and send it to:
Odile Gruet, Executive Education, Grenoble Ecole de Management,
12, rue Pierre Sémard - BP 127 - 38003 Grenoble Cedex 01