CRM & Loyalty Manager Diploma: Greater Customer Loyalty and Profitability in a Digital World.

About the course.

What you learn.

• A deeper understanding of working with CRM and customer loyalty and how it can strengthen your business
• Skills in setting goals and calculating the value of CRM and loyalty work
• Tools, methods and strategies for working with CRM and loyalty yourself and becoming better at setting requirements for implementing a customer- and data-driven way of working, including martech and AI
• Inspiration from best practice and cases

How the course is built.

1. Day 1

2. 09.00 Welcome and introduction

   - Introduction to the course - Goals, purpose and expectations

3. 09.30 The wider world, trends and concepts in CRM, Customer Experience and customer loyalty

   - Definitions and concepts in CRM, CX and customer loyalty - How you can work with emotional and behavioural loyalty: combining X-data (experience data) and O-data (operational data) to understand loyalty and profitability - Digitalisation, automation and personalisation of customer communication - Customer loyalty and customers' expectations: new drivers to understand (proactive service, transparency and sustainability) - How to map customer satisfaction and loyalty - The companies with the world's most loyal customers and what distinguishes them - How companies generally work with CRM today: taking the temperature

4. 10.45 Setting goals and the pillars of strategy work

   We go through a method for finding out why, what and how you can work with CRM and loyalty. - The four different parts of working strategically with CRM and CX: - 1) Value segmentation and customer strategy: segmenting customers based on loyalty and profitability to define different customer groups - 2) The customer life cycle and customer journeys: developing a customer life cycle model to differentiate customer handling depending on which customer journey and which phase the customer is in - 3) Omnichannel marketing automation: creating an ecosystem where the channels are connected and communication and customer handling are seamless across channels - 4) Predictive analytics and AI: how you can use predictive analytics to predict customer behaviour

5. 13.00 Key ratios/KPIs

   - Shifting the focus of the work by concentrating on the "customer portfolio" instead of the "product portfolio" - Which key ratios measure how financially strong your customer relationships are in the long term - How to value the customer base financially - How a five percent increase in retention rate (repurchase rate) can increase profit by 25-95 percent - How to calculate Customer Lifetime Value (CLV), Retention rate/churn, NPS, customer flows and "duration", and whether your most profitable segments are also the most loyal - An exercise in calculating to identify your company's greatest potential for improving your CLV

6. 14.00 Customer-centric value segmentation: identify your "Royals"

   - 20 percent of customers often account for 80 percent of revenue and most of your future sales; here is how you identify them - Working with differentiated offers: a review of different forms of loyalty concepts and activities - The importance of qualitative customer insights in combination with quantitative ones: are your most profitable customers the most satisfied? - How to create a clear customer strategy with handling of different segments - Working with differentiated offers: a review of different forms of loyalty concepts and activities - What the loyalty concepts of the future look like

7. 15.15 Case: Value segmentation

   We apply the day's lessons and work on a case in groups with a presentation

8. 16.30 Summary, questions and handing out the homework assignment

9. Day 2

10. 09.00 Quick recap of yesterday and review of the homework assignment

11. 09.30 The customer life cycle and customer journeys

    - The difference between the customer life cycle and customer journeys and how to handle them together - Examples of how different companies work - Methodology for the customer life cycle and how to handle customers in the different phases - How to retain customers over time through micro-segmentation and personalisation - How to go from uncoordinated ad hoc activities to process-based and automated customer dialogue - How to combine the use of value segmentation and the customer life cycle

12. 10.45 The customer life cycle/customer journeys: create your own model

13. 13.00 Omnichannel, marketing automation, loyalty tech, predictive analytics and AI

    - Technology for handling tailored customer communication and personalisation - From single-channel to multi- and omni-channel - The benefits of using inbound marketing - Loyalty tech for managing loyalty programmes - What an ecosystem can look like and what you need in terms of IT support and platforms - How you can work with predictive analytics and AI, and which data is needed - Examples of how omnichannel and marketing automation are used in different industries - What to consider when choosing a supplier of a marketing automation system

14. 15.15 Organisation and success factors

    - Organisational challenges and collaboration between departments internally - Roles, competencies and ways of working required to succeed

15. 16.15 Summary, evaluation and close

Who is this for?

You who want to improve your work with CRM and customer loyalty and gain an overall understanding of how different perspectives fit together, for example: - Marketing managers and marketers - CRM and loyalty managers - CRM analysts - Customer experience managers - Customer insight roles - Marketing automation experts