CRM (Customer Relationship Management)
CRM course: gain skills to manage customer relationships and optimize business processes. Learn how to take advantage of CRM opportunities, improving performance and value for the company in various areas.
Course description
Welcome to our Customer Relationship Management (CRM) course, designed to provide essential skills in customer relationship management. This course will guide you through the main levers of understanding and managing CRM, helping you to make the most of the opportunities offered by this powerful tool. You will learn how to integrate CRM with existing roles, processes and business systems, thus improving business performance.
Through case studies and practical applications, you will understand the concrete impact of CRM in different sectors. Our aim is to help you acquire a strategic and operational vision of CRM, which will allow you to maximize the value of customer relationships.
The course is ideal for managers, marketing managers, sales and anyone who wants to improve customer relationship management. With a practical and interactive approach, we will provide you with the tools necessary to successfully implement CRM in your company.
Main topics:
- The history and evolution of CRM, from a simple repository to a key element for business success
- The “customer journey” within CRM and the management of key processes for creating value, from the first forms of inbound contact to the sales process
- Use of advanced algorithms to reconstruct the user profile through the analysis of unstructured data (conversations, likes, comments, cookies) or through user interactions with certain social pages, hashtags or simple topics
- Use of marketing automation systems to create precise rules of intervention at a strategic level and customer care as a real social CRM channel
- Management of CRM integration in the company, with a focus on integration with other information and management systems present
- Best practices for the effective application of a CRM in the sectors: manufacturing, tertiary, fashion, large-scale distribution
Who is the course for?
Job opportunities and roles that benefit from this course
Sales
Sales roles like account managers and sales reps improve relationships, organization, and sales through CRM training.
- Product manager
- Area manager
- Marketing officer
- Sales clerk
- After sales assistant
- Spare parts assistant
- Spare parts technician
Course goals
Understanding and Managing CRM
Acquire the main levers for understanding and managing CRM, addressing the topic of Customer Relationship Management in depth.
Maximize CRM Opportunities
Learn to make the most of the opportunities offered by CRM, transforming them into added value for the company through effective strategies and tactics.
Integrate CRM with Business Processes
Manage the integration of CRM with existing roles, processes and business systems, ensuring consistency and improvement of business performance.
Evaluate the Impact of CRM in Sectors
Understand in a concrete way the impact of CRM in different sectors, analyzing case studies and practical applications to improve customer relationship management.
This course includes
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Examples of real business cases
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Course completion certificate
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Downloadable in-depth content
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Help desk support
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Access from mobile and tablet
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Comprehensive monitoring of educational progress
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Skills assessment test (mandatory)
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Intermediate assessment tests (optional)
Course completion certificate
After completing the course it is possible to obtain a downloadable certificate to display as evidence of the skills achieved. The certification can be combined according to company needs.
Course's lecturer
Alessandra Tavani
- Software Engineer
- Operation Manager
- Project Management & ICT Governance
Course's contents
- A complete overview of the topic of CRM, from its fundamental definitions and importance for companies, to the technological and strategic aspects to implement it effectively
- Definition of CRM: Why a CRM in a company, How a CRM works,
- History of CRM
- Customer Experience: Customer Journey and touchpoints
- Technology at the service of marketing, sales: Planning and implementing a CRM project, The necessary skills
- Methodologies and techniques for managing databases in the context of CRM, including data mining, database development and customer data management.
- Methodology and databases: definition, applications and advantages of Data Mining
- Development of a database: phases of database development, definition of database functions, Definition of information requirements, Selection of database technology and hardware platform, Filling and Updating the database
- Data and the customer database: Types of data in CRM, Methods of data collection, Management and maintenance of data, Security and privacy of data
- Analysis and improvement of business processes through the implementation of the CRM
- Methodology for CRM applications in 4 phases: Mapping of the AS-IS situation, Collection of documentation of current processes, Analysis of procedural flows and identification of bottlenecks
- Definition of the result and performance objectives, of the future vision of the organization and of the specific and measurable objectives
- Diagnosis Phase, Analysis of critical issues and definition of KPIs for monitoring and control
- Definition of the TO-BE: Design of the future operating model and Planning of the changes necessary to achieve the defined objectives
- CRM Manufacturing modules: Operational Marketing, Legal Affairs, Technical Assistants, After Sales, Technical Manager
- Sales & Marketing Module: Master Data & Sales Structure, Competition, Campaigns, Visits, Opportunities, Estimates and Price Lists, Offers, Spare Parts, Spare Parts Flow, Services, Portals, Intranet and Extranet, Documental (DMS), Customer Folders, Opportunity Folders, Equipment, Websites.
- Solution and Benefits: Single Group-wide database, management of customer information assets
- CRM components and processes applied to the tertiary sector, with a specific focus on service companies and customer relationship management
- Context: General introduction to the tertiary sector and the role of CRM
- Tertiary sector companies: Types of companies in the tertiary sector and Characteristics of service companies
- Project objectives: Support for operational marketing activities, Management of budget and forecast processes, Definition of the commercial approach by sector, Integrated group registry for cross-selling, Management of renewals and orders, Understanding the customer's debt situation
- Tertiary sector market: Market analysis and segmentation, Marketing activities and management of visits, Tenders and offers, Management of orders, Collections and credit management, Complaints and contractual variations
- Private market: Application map of the private market, Commercial processes in the private market, Offer configurator, CRM Survey & Complaints, Management of visits via tablets and mobile devices
- Aspects of CRM management in large-scale distribution, from the planning and implementation phases to the necessary skills
- Context: general introduction to CRM in large-scale distribution and objectives of CRM in this sector
- Planning and implementing CRM project: Planning phases, Implementation strategies, Best practices
- The necessary skills: technical, analytical, customer management
- Information Technology: role of IT in CRM, systems integration, Data Warehousing and Data Mining
- Industry CRM: Specificities of CRM in the industry and use cases
- Collaborative CRM: Definition and objectives, Collaboration tools
- Consumer segmentation variables: Demographic, Psychographic, Behavioral
- Customer data structure: Types of data collected, Data management and storage, Privacy regulations
- Marketing initiatives: Campaign planning, Marketing tools, Measurement of results
- Application map: Main components of CRM and Application integration
- CRM Food: Specificities of CRM in the food sector and use cases
- Customer a 360 degrees: Customer Profiling and Analysis Tools
- Architecture: Technical Structure of the CRM and Required IT Infrastructure
- KPI: Key Performance Indicators and Monitoring and Evaluation Methods
- How it is applied and used effectively in the fashion industry to improve customer relationship management and optimize marketing and sales operations.
- Context: General introduction to the Fashion industry, Role of CRM in the Fashion industry and Industry statistics
- What a CRM can do for Fashion: Specific features of CRM for the Fashion industry, Benefits of CRM for fashion companies, Using CRM to improve customer experience
- Fashion Marketing CRM: Content creation, Measuring campaign effectiveness,
- Engagement monitoring, Form creation, Marketing program design, Target audience identification
- Main features: Online order status consultation, Contact management, Management of promotional and marketing activities, Creation of reports and activity control
- Data integration with customer database, data extraction and analysis for data-driven strategies
Entry requirements
Access to any browser
PC / Tablet / Smartphone device
Internet connection
Sales Area
Discover our customised sales training courses, designed to enhance your sales skills. We offer tailor-made solutions for every professional level and market sector.
| Sales | CRM (Customer Relationship Management) | ERP and business organization |
| Product manager |  |
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| Area manager | |
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| Marketing officer | |
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| Sales clerk | |
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| After sales assistant | |
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| Spare parts assistant | |
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| Spare parts technician | |
