Course Outline
Customer Types & Existing Customer Relationships
- Profiling customer segments: motivations, communication preferences, and decision-making triggers
- Mapping the customer lifecycle: 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 the core traits: trust, transparency, responsiveness, empathy, and consistency
- Self-assessment of customer interactions: 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, personalization, and disciplined follow-up
- Tactical frameworks: discovery questioning, value mapping, touchpoint optimization, and expectation management
- Positioning as a strategic partner: consulting vs. selling, long-term value creation, and trust-based selling
- Workshop: Building a custom CRM playbook & live scenario role-play
Identifying Cross-Selling Opportunities
- Recognizing 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 organizational KPIs and performance metrics
- Overcoming common adoption barriers and sustaining long-term CRM behaviours
- Activity: Business impact modeling & 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: Personalized 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
