| Program Content |
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Customer-Centric Business Organization |
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The limitations of product-centricity |
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The customer-centric mindset |
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Managing customers as assets |
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Principles of a customer-centric organization |
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Lessons from the leaders |
Customer Life-Cycle Management |
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Measuring customer lifetime value and profitability |
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Customer Relationship Management frameworks |
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Managing customers in business markets |
CRM Processes and Operations |
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Analytical CRM for acquisition, retention and churn management |
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Optimizing customer affinity and profitability |
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Proactive customer service and value enhancement using analytics |
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Business intelligence strategies and steps in successful deployment |
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The CRM and business intelligence landscape |
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Managing Channel Relationships in Business Markets
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Measuring customer and channel profitability |
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Optimizing channel marketing costs |
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Customer-Centric Performance (CCP) Management Scorecards |
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Organizing cross-functional teams for success |
Measuring Effectiveness of Customer Relationship Initiatives |
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Finance for marketing executives |
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ROI for analytic CRM |
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Measuring and optimizing marketing ROI |
Organizational Transformation |
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Business synchronization strategies |
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Preparing the organization for change |
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Redesigning incentives and compensation |
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Managing the customer and partner experience |
CRM Program Oversight |
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Executive CRM program management and oversight |
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Risk management for CRM programs |
