Course Details

9:30am 27th March – 4:30pm March 29 2018
Etc Venues - Liverpool Street, London, United Kingdom
Andrew Campbell
3 days
$2,290.00 per attendee

Book now


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 masterclasses 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.


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?

Masterclasses 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.

For more information, please get in touch with the team at or call us on (UK & Europe): +44 (0)207 970 4167 or US: 212-971-0630.

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 has designed and delivered 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.

Tutor for: Driving Revenue Through CRM, Masterclass: Advanced CRM Strategies (3-days)


Etc Venues - Liverpool Street

Telephone: 020 7763 6805

Bishopsgate Court
4-12 Norton Folgate
E1 6DQ
United Kingdom

Google Maps

By Underground - Liverpool Street Station (Central, Circle, Hammersmith & City, Metropolitan lines).

For exits from all underground lines, follow signs for Liverpool Street mainline station. Once on the main concourse of the mainline station, head for Way Out 1 (Bishopsgate West), located next to Platform 14. Take the escalator or stairs up to street level and as you leave the station, turn left onto Bishopsgate and cross the road. After 500 yards as the road becomes “Norton Folgate”, you will cross a small road called Spital Square. Bishopsgate Court is the 2nd building on your right (the red brick building opposite the tall glass building). etc.venues Liverpool Street is on the 3rd floor. 

Course Details

9:30am 27th March – 4:30pm March 29 2018
Etc Venues - Liverpool Street, London, United Kingdom
Andrew Campbell
3 days
$2,290.00 per attendee

Book now