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Implementing a robust CRM strategy delivers vastly improved effectiveness in your marketing programmes. This three day course will help you understand how CRM can help your business and give you the practical skills to apply and assess CRM techniques in the real world.

Econsultancy’s intensives are three-day programmes offering you a deep dive into specific digital disciplines. With content drawn from our academically accredited digital certificates, the intensives offer the practical training without the need for long term commitment.


  • Are led by practitioner trainers
  • Include access to resources to support the training
  • Allow delegates to implement and evaluate what they’ve learnt through ‘homework’ and trainer feedback after training
  • Lead to an Econsultancy certificate of completion


Day one: 

Overview and Context

  • Definition of eCRM
  • Customer-centricity
  • Core principles of eCRM
  • The strategic and organisational context for eCRM

CRM Theory

CRM Typologies :

  • Operational
  • Analytical
  • Collaborative
  • Social 

Great Brands Create Value for Customers – Value Creation :

  • For the Consumer
  • For the Brand
  • Other Stakeholders

Information Management

  • Data and Systems Architecture
  • Data Types
  • Data Management
  • Content Management

Customer Insight

  • Segmentation
  • Data Mining :
  • Historical Analysis :
    • On-line Behaviour
    • Offline Behaviour
  • Predictive Modelling

Social CRM :

  • Strategy
  • Functional Model
  • Data Model
  • eCRM Integration

The Power of Personalisation


Day two:

Channel Integration

  • Channel Typology
  • Channel Planning
  • Channel Management

Deployment Models

  • In-house
  • Outsourced
  • In the Cloud 

Vendor/Technology Market Place 

  • Industry Overview
  • Toolkits and Technologies
  • Implementation Considerations
  • Supplier Selection


  • Metrics and KPIs
  • Business Case Framework


  • Critical Success factors
  • Change Management

Putting it all Together - Case Studies:

  • Telecoms (O2)
  • Travel - Multichannel East Coast)
  • Travel - On-line (netflights)
  • Financial Services (Aviva)

Case studies will be used to highlight key points and structure group discussions.

Day three

The Challenges of B2B CRM :

  • Characteristics of B2B CRM solutions
  • Comparison to B2C
  • Typical BtoB CRM Model

Business Intelligence (BI)

  • Reporting
  • Decision Support :
    • Macro/Strategic
    • Micro/Customer-level

Putting it all Together - Case Studies :

  • Multi-channel Retail (Schuh)
  • On-line Retail (ASOS)
  • Not for Profit (Save the Children)
  • Automotive (VW Audi)
  • B to B (Lenovo and Sage)

Case studies will be used to highlight key points and structure group discussions.

CRM Solution :

  • Information Management
  • Channel Integration
  • Performance Measurement
  • Change Management

* The exact structure, content and case studies used will be weighted towards delegates specific requirements as outlined in their pre-course questionnaires. The aim being to weight and tailor content to provide a degree of customisation to increase the value and relevance of the course. Delegates are encouraged to reflect upon their specific eCRM circumstances, strategies, challenges, priorities and objectives. Group discussion and analysis of these (as a real, live case study) will provide for a stimulating and challenging sanity check and reference point.

Course Requirements: Use of a laptop or tablet is optional.

Every attendee will gain access to a complimentary Econsultancy report valued at £600. Choose from over 500 reports covering in-depth best practice advice, market data and the latest digital trends.

Who should attend?

Intensives are ideal for professional marketers with a good understanding of digital who are looking to develop a new skillset or benchmark and consolidate their learning in a particular discipline.

They are also ideal for teams embarking on a new project where it’s important everyone approaches the work with a thorough understanding.

How will I benefit?

On successful completion of this unit students will be able to: 

  • Understand the strategic context of CRM and its potential to transform business performance
  • Define the key components of an integrated CRM solution and practicalities of leveraging these in pursuit of business goals 
  • Identify the value creation (from a consumer and brand perspective) opportunities from the creative application of CRM techniques to (typically B to C) sales, marketing and service processes
  • Apply CRM principles and techniques to the definition of customer-centric business processes, customer lifecycle management and communication programmes
  • Define appropriate metrics for CRM programmes across sales, marketing and service
  • Construct a business case for the adoption of CRM strategies within a business

In-company training

This course can also be delivered exclusively for your team. In-company training ensures everyone is up to best practice standard and you'll benefit from a more open environment to discuss your most pressing issues.

In-company delivery options start at £5,000 per day. Get in touch with our Professional Development team at prodev@econsultancy.com or 0207 970 4167 to find out more.

We are a registered provider with the CPD Standards Office. Delegates completing this course may be issued with a CPD Certificate of Attendance, which can be used within their formal CPD record for a professional body, institute, or employer.



Andrew Campbell

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.

Tutor for: Intensive: Mastering eCRM, eCRM