Omnichannel & CRM Certificate

This certificate will enable you to consolidate an augmented CRM strategy that embraces all of your organization’s stakeholders. You’ll be able to design and lead a relationship program that activates all available contact points. You’ll then be able to monitor and measure the effectiveness of your omnichannel relationship management system.

Essential information

FORMAT

100% remotely

DURATION

24 hours
5 half-days

PRICE

€2490 (excl. taxes) + optional individual coaching

NEXT SESSION

SPRING 2024

Discover the program

The Omnichannel & CRM Certificate course program

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

2. Design and lead an omnichannel relationship program

- Type of programs: relationship program, CRM program, loyalty program, ambassador program
- Design a differentiated activation plan by segment and by channel
- Lifecycle and automation: design triggers
- Materialize your program: card, kitty, interface, app
- Membership: which strategies?
- Earn/Burn, Rewards, Points, Status: arbitrate the mechanics of a program
- The fundamentals of Business Intelligence : Collection, Storage, Distribution and Use of data in CRM
- Impact Data: Database management and program technology stack

3. Orchestrating CRM and programmatic: exploiting the synergies offered by omnichannel

- Understanding the fundamentals and methods of people-based marketing
- Augmented CRM: Exploiting programmatic CRM opportunities
- Leveraging a Customer Data Platform: best practices and use cases
- Doing people-based without CDP: what possibilities?

4. Measuring the effectiveness of omnichannel CRM

- Managing customer value : the contribution of incrementality-based models
- Adopt a Test & Learn approach, how to optimize a CRM program
- Performing optimization tests (mechanical, impact forecasting)
- Measuring customer engagement : what approach?
- Risk analysis and modeling of program costs

5. Practice: preparation and presentation of a case study (optionnal)

- Onboarding stakeholders: customers, employees, partners

- Coaching based on a case study

The 4 key contributions of this course

Consolidate a CRM strategy that embraces all stakeholders in your organization

Be able to design and lead an omnichannel relational program

Leverage the opportunities of an "augmented CRM" thanks to programmatic in a people-based vision

Manage the effectiveness of a relational program according to defined objectives and adopt a test & learn approach to optimize it

The approach of the course

Flexible

A 100% remotely format
Synchronous group sessions (5 live sessions - 20h) and asynchronous individual sessions (4h)

Rhythmic

Innovative teaching methods
Real-life use cases, virtual meet-up, office hours with speakers

Interactive

A limited number of participants
for a personalized approach, live sessions with a Numberly expert on each topic

Learn more

Who is this course for?

It is aimed at people with professional experience in marketing, CRM, customer experience or customer service in B2C sectors (Retail, Services, FMCG), in particular, customer experience manager, head of customer service, CRM project manager, CRM manager, loyalty manager, CMO. It is not necessary to have a loyalty program to follow this course.

Prerequisites for enrolment (single- and multi-company format): mastery of customer marketing concepts and knowledge of the fundamentals of a CRM lifecycle and campaign management.