Formation/Cours

Participants should be aware of the basic management principles.

1. Understanding the key concepts of CRM and the importance of analytics for improved marketing decision making.
2. Measuring and managing the customer experience along the customer lifecycle.
3. Getting familiar with different types of analytical CRM approaches

1. Customer relationship management (CRM): Conceptual foundations & its applications, Impact of CRM on business performance & the customer lifecycle
2. Types of CRM analyses, Capita selecta: Hot & emerging analytical CRM applications
3. aCRM: the process, Descriptive & Predictive analyses