Learning Objectives
To provide a clear understanding of the key activities that need to be addressed in developing and implementing a successful CRM strategy, this webcast answers the following questions:
- Why are organisational marketing activities typically sub-optimal?
- How do you start to create "a company for customers"?
- What are the five most important components of effective CRM?
- How should we maximize customer value?
- Which are the four most critical elements that need to be addressed in the implementation of CRM?
Program content
CRM needs to be re-positioned as a shareholder value creation approach. Narrow functionally-based traditional marketing is being replaced by a new form of cross-functional relationship management. In order to succeed with this new approach, it is essential to understand both the economics of customer acquisition and customer retention and the key contribution that information technology can make.
As competition increases, so too does the need for superior CRM strategies. Professor Adrian Payne's presentation focuses on the key processes in CRM strategy and the critical importance of "customer experience management." Calling on a range of "best-in-class" organisations, he provides examples that demonstrate best practice illustrating the relationship between employee satisfaction, customer satisfaction, profitability and shareholder value.
Participant level of understanding
This program is intended for participants with a basic or intermediate level of understanding on the topic.
About Professor Adrian Payne
Professor Adrian Payne is Director of the Centre for Customer Relationship Management, Academic Leader of the Marketing Group and Professor of Services & Relationship Marketing at the Cranfield School of Management, Cranfield University in the UK. He is an authority on CRM, relationship marketing, services marketing and marketing strategy. His previous appointments include positions as a chief executive, senior management positions in strategic planning and marketing, and non-executive directorships.
He is an author of numerous articles and twelve books. His books have been translated into many languages and include: The Handbook of CRM, Relationship Marketing: Creating Stakeholder Value, CRM: Perspectives from the Market Place, Marketing Plans for Service Businesses, Relationship Marketing: Strategy and Implementation, and Creating a Company for Customers. He is a frequent keynote speaker at industry conferences, company seminars and executive education programmes around the world. He has a special interest is using executive education to help top management implement their business strategy.
He can be contacted at a.payne@cranfield.ac.uk
