– Lead your customer relationships smartly for a sustainable competitive advantage

Customer Relationship Management (CRM) is a business imperative in today’s global marketplace. Both big and small companies the world around are moving from the traditional transactional marketing to a model centralized in managing relationships with customers. By enhancing the customer experience, organizations increase customer satisfaction, which in turn, increase customer retention. If maintained over time, customer retention will lead to loyalty, which can be translated into a more sustainable business model. This module is presented from a managerial perspective within the context of marketing strategy by looking at customer value, customer satisfaction, customer retention, and customer loyalty. It is designed to stimulate you to further develop your analytical skills and apply those skills in making strategic decisions.

This course will:

• Help you to gain an appreciation for the unique challenges inherent in marketing and managing customer relationships.
• Help you to gain an understanding of key concepts, technologies and best practices of CRM
• Demonstrate how customer experience is linked to customer satisfaction, which in turn is translated into customer retention and customer loyalty.
• Provide you with an understanding of the impact of CRM in a business overall profitability
• Help you to develop a CRM plan for increasing business overall profitability.

Instructor: Dr. Professor Sergio Carvalho, University of Manitoba, Canada

Dates: 2-4 September 2013

Price

EUR 3,170 + VAT

Registration