Course Outline

Module 1: CRM Fundamentals and Strategy

• Understanding the purpose and value of CRM

• What is CRM? Concepts and types

• The customer lifecycle and journey stages

• Customer loyalty, satisfaction, and lifetime value

• CRM as a business strategy, not just a system
  Outcome:Develop a basic CRM strategy outline for your business or department.

Module 2: CRM Systems and Technology

• Leveraging tools for automation and intelligence

• Overview of popular CRM platforms (e.g., Salesforce, HubSpot, Zoho, Dynamics)

• Choosing the right CRM for your needs

• Capturing and organizing customer data

• Using CRM features: lead tracking, pipelines, service tickets, integrations
  Outcome:Explore a CRM system (demo or hands-on) and practice entering and tracking a lead.

Module 3: Customer Journey Mapping & Personalization

• Creating value at every stage of the customer experience

• Customer personas and segmentation

• Mapping the customer journey from awareness to advocacy

• Personalizing communications through CRM data

• Lifecycle marketing and retention strategies
  Outcome:Design a customer journey map for a target persona and identify CRM touchpoints.

Module 4: Sales, Marketing, and Service Alignment

• Building cross-functional collaboration

• How CRM connects marketing, sales, and customer service

• Automating workflows: email campaigns, sales reminders, case handling

• Collaboration through shared dashboards and pipelines

• Using CRM to reduce friction and increase responsiveness
  Outcome:Create a sample workflow that spans marketing, sales, and support using CRM logic.

Module 5: CRM Metrics, Reporting, and Continuous Improvement

•  Measuring impact and evolving your CRM efforts

• Key CRM metrics: customer retention, churn, sales conversion, response time

• Creating custom reports and dashboards

• Analyzing data for trends and decision-making

• CRM success factors and avoiding common pitfalls
  Outcome:Design a CRM scorecard and improvement plan based on selected KPIs.