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CRM: An Introduction to
Customer Relationship
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Courseware Version: 3.0
TABLE OF CONTENTS
Session One: Course Overview....................................................................................1
Session Two: Customer Relationship Management......................................................2
Customer Relationship Management in Your Everyday Life 2
What’s in It for Me? 3
Session Three: What CRM Is and Who It Serves...........................................................4
Different Faces of CRM 4
Who is the Customer? 6
Session Four: Checklist for Success.............................................................................7
Evaluation Metrics 7
Privacy Issues 11
Session Five: Requirement Driven Product Selection.................................................13
Requirement Driven Product Selection13
Determining Function 15
Session Six: Considerations in Tool Selection.............................................................17
What’s Your Function in the Field? 17
Getting Information In and Out 20
Session Seven: Strategies for Customer Retention....................................................22
Getting More from Your Core 22
Customer Scenarios 25
Session Eight: Building the Future.............................................................................28
Roadblocks 28
Selling CRM 30
Session Nine: Homegrown vs. Application Service Provider.......................................31
A Broad Look 31
A Closer Look 33
Session Ten: The Development Team........................................................................34
Session Eleven: Evaluating and Reviewing Your Program..........................................37
Customer Profiles 37
Customer Life Cycles39
Evaluating and Reviewing CRM 42
Personal Action Plan................................................................................................... 43
Recommended Reading List.......................................................................................44
Course Evaluation...................................................................................................... 45
CRM – An Introduction to Customer Relationship Management 1
Session One: Course Overview
Course Overview
This course will introduce the different facets of CRM and identify who the customers really are.
It will also analyze the key components of CRM and explore how it can be integrated within an
organization.
As with many significant undertakings, undergoing a CRM review (even simply considering its
implementation) requires learners to analyze technical and complicated systems. This one day
course sorts through a myriad of information and brings you the basics you need to make a
decision about the need for CRM, its benefits, and how to coordinate the base requirements for
a CRM undertaking.
Learning Objectives
At the end of this workshop, you will be able to:
o Demonstrate an understanding of the terms and benefits of CRM on a company’s
bottom line
o Analyze the different components of a CRM plan
o Develop a checklist for readiness and success in CRM
o Describe how CRM creates value for organizations and customers
o Consider developmental roles that have the greatest impact on CRM
Personal Objectives
2005-2012, Velsoft Training Materials Inc.
CRM – An Introduction to Customer Relationship Management 2
Session Two: Customer Relationship Management
Customer Relationship Management in Your Everyday Life
Definitions
The basics:
o CRM is about creating sustainable connections between an organization and its
customers.
o It evolved in the late 1990’s as a way to redefine customer and company relations,
mostly with the help of computerized measurement tools.
CRM theory includes:
o Recording every customer and company interaction. (Note that this is not just for
transactions; rather, it is for every single interaction.)
o Developing of sophisticated database measurement tools to demonstrate consumer
preferences.
o Collecting data for a blatant purpose: shrink cost and increase employee
productivity.
o A focus on servicing existing customers (retention) rather than recruiting new ones.
o Reliance on highly skilled use of resources at significant price.
CRM is not:
o Part of the sales process (which would look to recruit new customers).
o Part of the relationship between sales and the customer (which often targets every
prospect as a potential buyer).
2005-2012, Velsoft Training Materials Inc.
CRM – An Introduction to Customer Relationship Management 3
What’s in It for Me?
CRM programs are not about benefit to the customer. A CRM program is really a measurement
tool for a company. As payment for the exchange of information, CRM programs offer a reward
of some kind to customers.
Organizations that implement CRM programs do so because the impact to their bottom line is
immediately measurable. Implementing a CRM program is an expensive undertaking. The
implementation of systems that rely on reading, compiling, and mining data is a complex
process. It requires skilled individuals with expertise in CRM, information technology, and
demographics. Therefore, CRM programs cannot be easily implemented by small organizations.
Larger and medium-sized companies often make six figure investments to implement their CRM
programs.
Think of the name of a loyalty program. Write it below.
Now, list all of the elements that went into building that program.
2005-2012, Velsoft Training Materials Inc.
CRM – An Introduction to Customer Relationship Management 4
2005-2012, Velsoft Training Materials Inc.
CRM – An Introduction to Customer Relationship Management 5
Personal Action Plan
I am already doing these things well:
I want to improve these areas:
I have these resources to help me:
As a result of what I have My target date is… I will know I have I will follow up
learned in this workshop, I succeeded when… with myself on…
am going to…
Recommended Reading List
2005-2012, Velsoft Training Materials Inc.
CRM – An Introduction to Customer Relationship Management 6
Bergeron, Bryan. Essentials of CRM: A Guide to Customer Relationship Management. Wiley,
2002.
Dyche, Jill. The CRM Handbook: A Business Guide to Customer Relationship Management.
Addison-Wesley Professional, 2001.
Freeland, John. The Ultimate CRM Handbook. McGraw-Hill, 2002.
Katzenbach, Jon R, Lederer, Chris, C.K., Ramaswamy, Patricia B. Prahalad, and Sam Hill. Harvard
Business Review on Customer Relationship Management. Harvard Business Press, 2002.
Reynolds, Janice. A Practical Guide to CRM. CMP Books, 2002.
2005-2012, Velsoft Training Materials Inc.
CRM – An Introduction to Customer Relationship Management 7
Course Evaluation
Dear Trainee,
We have a special assignment for you during this workshop. We would greatly appreciate it if
you could answer a few questions about your training experience. This will help us make your
next experience even better! Please return this form to your trainer after the workshop.
Thank you!
Your Training Team
General Information
Workshop Information
Name of Workshop
Location of Course
Course Length
A Bit About You (Optional)
Name
Position
Do you want to be contacted about your training
experience?
If so, please provide your telephone number and/or
e-mail address.
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CRM – An Introduction to Customer Relationship Management 8
General Evaluation
Strongly Disagree Neutral Agree Strongly
Disagree Agree
Overall, the training session was high
quality.
The course covered the material I
expected.
This training will be beneficial to me
in the performance of my job.
I had plenty of opportunities to
practice what I learned.
The course gave me specific ideas and
tools to implement in my workplace.
The trainer was professional, well-
prepared, and knowledgeable about
the topics at hand.
The training facility was well-
equipped and comfortable.
Overall, this course was worth my
time and money.
Final Thoughts
If a colleague was going to take this workshop, what would you tell them?
If you could change one thing about this course, what would it be?
What was the most important thing that you learned today?
Do you have anything else to share?
2005-2012, Velsoft Training Materials Inc.
