Seminar Objective
With the development of modern information technologies and the Internet in the late twentieth century, businesses gained the ability to efficiently collect and process vast amounts of data, which led to the cost-effectiveness of focusing on customers by large business systems through extensive data usage. Due to increased competition and the ability to compare offerings, negotiating power has largely shifted into the hands of customers who now decide which companies will survive in the market.
It is precisely because of this that the concept of (CRM – Customer Relationship Management) has seen significant development to meet the demands of modern business trends. CRM can be seen as a return to the basics of business, a reminder that every business is based on customers, and by establishing an excellent relationship with them, a company can achieve equally excellent business results. The purpose of this seminar is to provide participants with a comprehensive understanding of all aspects of customer relationship management, starting with adopting a CRM business strategy, considering appropriate organizational and implementation aspects of CRM, the role of information technology and software support in implementing the CRM approach to business, and finally, the impact of information technology, the Internet, and CRM on trends and transformations in the overall modern economy.
CRM – Customer Relationship Management
The purpose of this seminar is to provide participants with a comprehensive understanding of all aspects of customer relationship management, starting with adopting a CRM business strategy, considering appropriate organizational and implementation aspects of CRM, the role of information technology and software support in implementing the CRM approach to business, and finally, the impact of information technology, the Internet, and CRM on trends and transformations in the overall modern economy.
Intended Audience
The seminar is intended for all business professionals whose functions and activities are related to customer interaction. Primarily, managers, employees working in sales, marketing, and customer service, as well as those working in IT on customer-oriented solutions. In general, the seminar raises participants’ awareness of the importance of customer orientation for success in all aspects of a company’s operation.
Implementation Method
The instructor, based on a strong theoretical foundation (the instructor is the author of the first and best-selling Croatian book on CRM) and extensive business practice in leadership (managerial and entrepreneurial functions), presents the seminar’s content through lectures and then engages participants in an interactive discussion after each topic. During these discussions, the implications of the seminar’s topics on their daily business challenges are explored.
Duration
The optimal duration of the seminar is 8 school hours (usually one working day).
After attending the seminar, participants will:
- Gain a comprehensive understanding of all aspects of CRM, its content, and scope.
- Be able to think holistically about the impact of customer orientation on the overall operation of the company and the long-term sustainability of its business.
- Understand how the functions of sales, marketing, and customer service should be organized and operated to maximize customer satisfaction, revenue, and long-term business profitability.
- Be able to classify their customers into different categories and understand which customers are valuable for the long-term development of the company, allowing them to invest their time more efficiently in the most valuable and long-term prospective customers.
- Understand the role of IT and technology within the company in improving customer relationship management and satisfaction, as well as supporting long-term development and strategic alignment of the company in line with the established CRM strategy.
Program Topics
- What Is CRM and Why CRM?
- Who Are the Company’s Customers and How to Approach Them?
- Customer Value for the Company
- The Necessity of the Central Role of the Customer in Modern Business
- The Role of Marketing in CRM
- The Role of Sales in CRM
- The Role of Customer Service in CRM
- Integrating Marketing, Sales, and Customer Service into a Comprehensive CRM Concept: Creating a Consistent Customer Experience Through All Business Functions and Communication Channels of the Company
- Integrating Marketing, Sales, and Customer Service into a Comprehensive CRM Concept: Creating a Consistent Customer Experience Through All Business Functions and Communication Channels of the Company
- Crafting a CRM Business Strategy and Its Implementation
- Successful Implementation Examples of CRM Strategies by Leading Global Companies
- Developing a Customer-Centric Strategy
- Challenges in Implementing CRM in Companies
- The Role of Information Technology in CRM
- The Concept of Value Chain/Value Proposition and Its Impact on the Future Development of CRM
- The Future of CRM in the “Digital Economy”
Number of Participants
The optimal number of participants is 10 – 15.