Course Outline
Customer Types & Existing Customer Relationships
- Profiling customer segments: understanding motivations, communication preferences, and decision-making triggers.
- Mapping the customer lifecycle: covering acquisition, onboarding, retention, and advocacy.
- Strategies for deepening existing relationships, reducing churn, and fostering loyalty.
- Workshop: Customer segmentation exercise & relationship health scoring.
“The Likeable Organisation” & Personal Impact
- Defining core traits: trust, transparency, responsiveness, empathy, and consistency.
- Self-assessment of customer interactions: analysing tone, active listening, and emotional intelligence.
- Identifying personal impact gaps and implementing targeted behaviour shifts.
- Activity: Communication style calibration & 360-degree interaction reflection.
The CRM Toolkit
- Core CRM principles: data-driven engagement, personalisation, and disciplined follow-up.
- Tactical frameworks: discovery questioning, value mapping, touchpoint optimisation, and expectation management.
- Positioning as a strategic partner: consulting versus selling, long-term value creation, and trust-based selling.
- Workshop: Building a custom CRM playbook & live scenario role-play.
Identifying Cross-Selling Opportunities
- Recognising organic cross-sell & upsell triggers without compromising trust.
- Mapping product/service ecosystems to customer goals and lifecycle stages.
- Crafting value-proposition conversations that align with customer priorities.
- Activity: Cross-selling opportunity matrix & objection-handling drills.
Achieving CRM & Business Impact
- Measuring CRM success: retention rates, NPS, CLV, and revenue attribution.
- Aligning CRM execution with organisational KPIs and performance metrics.
- Overcoming common adoption barriers and sustaining long-term CRM behaviours.
- Activity: Business impact modelling & CRM ROI dashboard walkthrough.
Individual Action Plans & Implementation
- Translating frameworks into a step-by-step CRM adoption roadmap.
- Peer coaching, accountability structures, and resource distribution.
- Course close, Q&A, and certification of completion.
- Output: Personalised CRM action plan & post-training implementation checklist.
Requirements
None.
Testimonials (3)
Joe was great, really engaging and knew his stuff. Great session, thank you again!
Cerys - Urenco
Course - Customer Relationship Management (CRM)
It was a very informative session and we came away with lots of useful improvement ideas to implement within our business. Joe was engaging and led discussions and activities well - the activities and topics covered were really interesting and we all learned a lot. It was a course that was also applicable to and useful for everyone, as there were a range of people in the room.
Emily Ferris - Urenco
Course - Customer Relationship Management (CRM)
It gave me a new perspective on CRM the last time I had training on this was 10 years ago and this was a brilliant opportunity to refresh and see some new skills
