|Date||8th November 2012 (9:30am – 4:30pm)|
|Venue||Econsultancy London, London, United Kingdom|
About the course
The principles of traditional, offline-focussed, Customer Relationship Management are not up to the challenge of new web channels, social media and mobile engagements. This course will take you through the essentials of the new approach to eCRM - enabling you to execute a high performance CRM solution that drives revenue.
Effectively managing differentiated relationships with customers, and communicating with them on an individual basis, is becoming essential for improving engagement, relationships and in turn, profit. With the expansion of consumer touchpoints across offline and online channels, a multi-channel approach to Customer Relationship Management (CRM) is vital to success.
You'll learn a strategic, holistic and structured approach to planning, designing and deploying CRM solutions that harness the power of integrated digital and offline channels. You'll also learn a clear approach to designing and executing a high-performance CRM solution that maximises customer life time value, reduces customer service costs and drives revenue - and can prove it.
Who should attend?
This course is ideal for marketing processionals looking to adopt a more strategic and effective approach to CRM by using the potential of digital channels to improve marketing ROI and drive sales.
How will I benefit?
Upon completion of the course, you will be able to:
- Define an optimal CRM strategy, synchronised with brand and business strategy
- Identify customer life cycle management opportunities and requirements and define key performance metrics
- Translate the CRM strategy into a customer communications plan
- Understand the underlying data and technology set underpinning the CRM solution
What will I learn?
- Analyse the solution
- Define the optimal CRM approach for your business
- Synchronise the CRM strategy with the broader business and marketing strategies
- Identify value creation opportunities in the customer life cycle management process
- Design the solution
- Define key performance and customer insight requirements
- Translate the CRM strategy into a top line customer communications plan
- Use a generic CRM solution model to identify the key components of the required CRM solution (people, process and technology)
- Define a high level data and systems architecture for the CRM solution
- Justify the solution
- Use a standard CRM business case model to structure the business justification
- Implement the solution
- Define the overall change and process management required for implementation. Distil these down into an implementation plan for the new CRM solution
Andrew has 25 years experience in leveraging technology in pursuit of marketing goals. In that time he’s seen a technological revolution from the first marketing databases in the mid-1980s to the social media boom of recent years. His experience as a practitioner gives him a deep insight into the strategic, commercial, technical and operational aspects of implementing CRM solutions. He is a marketer at heart and sees technology as a means to an end – that being game-changing marketing solutions that deliver competitive advantage for brands that have the vision and ambition to implement them.
Andrew started his career client-side with BAT Financial Services and HSBC. He subsequently moved onto the supply-side of marketing services working as Planning Director for two agencies : Judith Donovan Associates (JDA) and WWAV (part of Omnicom). He then set up several businesses focused on unlocking the full power of technology to achieve marketing goals. This saw him design and deliver solutions for brands such as BT Business; Manchester United; Abbey National, Interflora and Best Western Hotels. He has also worked on high end, strategic consultancy assignments for brands such as : BUPA; CPP; Thomas Cook and Wyndham Resorts/RCI.
He previously ran ClickSquared Europe (subsidiary of ClickSquared Holdings - a US (Boston) CRM solutions provider). He worked closely with the US executive team on developing the global offering and on a range of US clients such as : HomeAway; US Gypsum; Montage Hotels and Resorts and Comcast.
He now runs the 20:20 Dialogue business (formerly Jaywing) delivering integrated, multi-channel CRM solutions for brands such as : Audi; Jet2; RBS, Aviva and United Biscuits.
Andrew has served on the DMA Data Council, lectured and spoken on IDM, DMA and econsultancy training programmes, spoken at numerous trade events and is passionate about promoting best practice and excellence in the field of marketing and CRM.
Nearest tube stations:
Farringdon (Circle, Metropolitan, Hammersmith & City) or Chancery Lane (Central Line)