CUSTOMER RELATIONSHIP MANAGEMENT

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CUSTOMERRELATIONSHIPMANAGEMENT

• Course runs every Tuesday Thursday (600 to
  900 P.M.) from October 11, 2007 to November 29,
  2007 at the RCBC Plaza in Ayala Avenue,
• Makati City
• This module is part of the Post Graduate Diploma
  Program in Marketing Communications Management
  being offered by the De La Salle Graduate School
  of Business in partnership with the Philippine
  Association of National Advertisers Foundation
  (PANAF)

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INTRODUCTION

• CRM is a philosophy of doing business that
  focuses on keeping customers and improving
  relationships rather than acquiring new
  customers. This philosophy hinges on the fact
  that it is far more cost efficient to build a
  base of loyal customers and maximize their
  lifetime customer value rather than do short-term
  transactions.
• Complemented by Key Account Management, CRM
  becomes a most effective tool in developing
  long-term brand and company loyalty.
• The rapid expansion of direct marketing,
  interactive media and E-commerce has led to an
  increased focus on the development of programs
  designed to cultivate long-term customer
  relationships. The CRM approach uses customer
  satisfaction as a key market performance metric. 
  

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Course Benefits

• As a result of attending this course, the
  participants will
• Learn the CRM theories, strategies and techniques
  and appreciate the important role that CRM plays
  in todays business.
• Learn the processes and techniques in Key
  Accounts Planning and Management.
• Have experiential learnings through presentations
  and discussions of successful CRM cases involving
  several industries.
• Have a hands-on experience in drawing up an
  actual customer loyalty and marketing
  communications program.

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Who Should Attend

• The course is designed for managers who are
  responsible for product and services marketing,
  business development, or sales channel
  management.
• This will be helpful to both frontliners and
  backliners involved in planning, implementing and
  evaluating the companys customer satisfaction
  programs.

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Course Description

• This module focuses on customer relationship
  management (CRM) and the customer-driven,
  market-based management practices that enables
  the business to attract, satisfy, and retain
  customers profitably.
• Through this module, the students will learn to
  more accurately evaluate the marketplace,
  evaluate competitors and their positioning and
  determine the value of the customer.
• The module will focus on techniques to track
  market conditions, market performance and
  competition and develop superior customer
  solutions via customer analysis, value creation
  and key account management.
• All of the sessions are designed to be highly
  interactive, allowing for the substantial
  experience of the group to emerge and be shared.
• Best practices on CRM will be tackled by
  discussants and resource speakers tapped from
  companies and organizations with extensive
  experience in these fields.

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Course Content

• Part 1 - CUSTOMER RELATIONSHIP MANAGEMENT (CRM)
• The CRM Perspective
• The Key Drivers for CRM
• The Customer Value Creation Process
• Basic Steps in the CRM Process
• Planning and Implementing a CRM Program
• Measuring CRM Success
• Part 2 - BEST PRACTICES IN CRM
• CRM in a Fast Moving Consumer Goods Company
• CRM in a Service Company
• Call Centre Customer Care

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Course Content

• Part 3 - KEY ACCOUNTS MANAGEMENT (KAM)
• Key Account as Business Partner
• Relationship Management
• Marketing Communication Programs
• Winning Business Through KAM
• Key Account Handling
• Part 4 - BEST PRACTICES IN KAM
• KAM in a Fast Moving Consumer Goods Company
• KAM in a Service Company
• Part 5 - WORKSHOP KAM DEVELOPMENT PLAN
• Part 6 - DRAWING UP A CUSTOMER LOYALTY PROGRAM

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Jun G. AlcantaraCourse Facilitator

• Jun is a Magna Cum Laude Graduate in Bachelor of
  Arts in Economics at the UST and was conferred
  the Rectors Award for Academic Excellence by the
  same school.
• He took his MBA at De La Salle University,
  Manila.
• His marketing career started with Unilever where
  he acquired his expertise in the areas of
  Marketing Research, Brand Management, Sales
  Promotions and Special Events Management.
• While in Unilever, he was cross-posted to
  Unilever Indonesia for 2 years and trained in
  International Marketing and Advertising at the
  Unilever Head Office in Blackfriars, London.
• Jun had a 2-year stint with JWT Philippines where
  he managed mainly multinational accounts.
• He set up the marketing department of his current
  company - Asia Brewery, Inc. and launched most of
  its current brands in the market.
• Jun has extensive experience in the academe as
  professorial lecturer of top local universities
  for more than 15 years.
• He is a most sought after marketing trainer,
  handling in-house and public marketing seminars
  in and outside the country.
• He is actively involved in professional marketing
  and advertising organizations such as the PANA
  (President for 2 years), Advertising Foundation
  of the Philippines (Founding Pillar Director),
  and AdBoard (Former Member of the Board and
  currently active in the Advertising Content
  Regulation Committee).