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ادارة علاقات العملاء Customer Relationship Management (CRM): A value Discipline & a Business Strategy

ادارة علاقات العملاء Customer Relationship Management (CRM): A value Discipline & a Business Strategy

أ. سامي الصدر

Course Objectives:

The course aims at introducing CRM as a business strategy and a value discipline as opposed to other value disciplines like product leadership and operational excellence (OE). It attempts to cast light on the true nature of CRM and to explore how it should be implemented and dealt with if your organization decided to adopt it in the future or is currently adopting it. What makes this strategy a successful business model is the top management support and the effective planning, management and implementation of CRM. Effective CRM implementation requires concise and clear conceptualization of what CRM is all about? This is what has been missed by organizations which failed to successfully apply CRM.

The training course is extremely important for you because the need to better understand customer behavior and focusing on customers who deliver long term profits has changed how businesses and marketers view the world. CRM is a trend and it requires the creation of what has lately been called: 'Relationship - Oriented Organizations (ROs)’. The course will enlighten you if your organization is in a position to take it or leave it. The focus has changed from customer acquisition to retention; this requires a different mindset and a radical planned change in strategies, practices and tools.

Method:

Participatory learning methodologies are going to be utilized such as role play, case study analysis, group work, presentations, active discussions and other working exercises.

Why CRM?

The evolution of Customer Relationship Management (CRM) as a business strategy in the late 1990’s and to date has revolutionized the services industry. CRM has altered the way business is done in the world’s organizations. It unites information technology as an opportunity and a tool with marketing to utilize customer knowledge in order to enhance the company’s profitability and sustainability in today’s competitive business environment. CRM has been defined, adopted and practiced using various methodologies some of which led to the success but in other times to the failure of some companies. To avoid this as an outcome, CRM in this training course is conceptualized as a business strategy that utilizes business processes and IT tools. CRM is not 'software’, neither a system nor a process, it is the way a company does its business to succeed and excel. It is a defensive marketing strategy that helps ensure business sustainability when the market is saturated. The ultimate goal of CRM is to build customer loyalty and transforming customer relationships into greater profitability. This is done by the effective utilization of effective strategic marketing and IT methods and systems that combine the organization’s abilities to respond directly to customer requests and to provide the customer with a highly interactive, customized experience. CRM allows companies particularly those in the services sector like the banking institutions to have a greater ability today to establish, nurture, and sustain long-term customer relationships than ever before by increasing repeat purchase rates and reducing customer acquisition costs.

Although, CRM contributes to the overall success of a company in a severely competitive business environment, some people have cautions and negative opinions of CRM; such views hold that it is difficult to implement successfully and that its cost-benefit performance is low, among others. What might be surprising is that some organizations are still not ready to apply CRM. CRM is not a strategy that all businesses are in a position to practice.

Topics to be covered

§ Defining and conceptualizing CRM

? Business Value Disciplines and Customer Intimacy

? CRM building blocks and core elements

§ Strategy and organization of CRM

? CRM as an integral business strategy

? The CRM Organization’s design and structure (Developing the RO)

§ Marketing aspects of CRM as compared to other value disciplines

? Customer knowledge

? Communication and multi-channels

? Delivering customization

§ Analytical CRM (what happens in the back-office)

? Managing relationship data

? Data analysis and Datamining

? Retention and cross sell analysis

§ Operational CRM (what happens in the front-office)

? Creating an integrated marketing communications environment

? What is operational CRM?

? Operational CRM contact channels – the most important three contact channels will be emphasized including:

Ø Call center management

Ø Internet and the website

Ø Direct Mail

§ The implementation of CRM

? Planning for the CRM project

? Systems and technologies

§ Evaluation: Where are we now? Are we ready?

الفئة المستهدفة

المدراء على كافة مستوياتهم ورؤساء الاقسام والمشرفين والذين من مهامهم ادارة علاقات العملاء ومتابعتها سواء بشكل مباشر او غير مباشر، والمهتمين.

عدد الساعات: 15 ساعة

تاريخ الانعقاد: 15+22/2/2014

وقت الانعقاد: 9:00 – 16:30

مكان الانعقاد: بيت لحم

الرسوم: (100$) للمشارك الواحد من الأعضاء المؤسسين، و(150$) للمشارك الواحد من غير الأعضاء

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