This course is ideal for people with professional experience in marketing, within CRM, customer experience or customer service teams in B2C sectors (Retail, Services, FMCG), in particular, customer experience manager, head of customer service, CRM project manager, CRM manager, loyalty manager, CMO.
1. The pillars and pitfalls of CRM in the omnichannel era
- - The roots of customer orientation : Myopia Marketing, Relationship Marketing and Customer Centricity
- - The pillars of customer relations : understanding and measuring customer satisfaction, loyalty and value
- - Understanding and exploiting CRM metrics: NPS, CES, Churn, CLV
- - Customer value management models: segmentation, scoring, value-based targeting
- - 1st party data collection strategies
- - Customer insight and knowledge approach
- - Analysis of the structure and evolution of a client portfolio in connection with objectives