EXECUTIVE EDUCATION

Marketing and Sales   >  Managing Customer Relationships

Managing Customer Relationships for Profit

Related Programs
  Kellogg on Consumer Marketing Strategy
  Business Marketing Strategy
  Driving Strategic Value From IT
 

Upcoming Sessions
  no sessions scheduled
   
Key Benefits
During this program, you will learn to:
Transform a product-centric business into a customer-centric business
Make strategic decisions based upon customer lifetime value
Apply best practices analytics and business intelligence  
Quantify Return On Investment (ROI) of CRM initiatives  
Prepare your organization for change  
Successfully deploy a CRM infrastructure  
"Wonderful opportunity to obtain an external perspective on business growth through customer-focus."

Director, WW Enterprise Marketing
Co-Academic Director Mohanbir Sawhney
© Nathan Mandell
Professor of Technology Mohanbir Sawhney
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Program Content
 

Customer-Centric Business Organization

The limitations of product-centricity

Managing customers as assets

Principles of a customer-centric organization

Customer Life-Cycle Management

Measuring customer lifetime value and profitability

Customer Relationship Management frameworks

Managing customers in business markets

CRM Processes and Operations

Analytical CRM for acquisition, retention and churn management

Optimizing customer affinity and profitability

Proactive customer service and value enhancement using analytics

Business intelligence strategies and steps in successful deployment

The CRM and business intelligence landscape

Measuring Effectiveness of Customer Relationship Initiatives

Finance for marketing executives

ROI for analytic CRM

Measuring and optimizing marketing ROI

Organizational Transformation

Business synchronization strategies

Preparing the organization for change

Redesigning incentives and compensation

Managing the customer and partner experience

CRM Program Oversight

Executive CRM program management and oversight

Risk management for CRM programs

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