Crm Course Description

CUSTOMER RELATIONSHIP MARKETING COURSE (CRM)

Course runs every Tuesday & Thursday (6:00 to 9:00 P.M.) from September 22 to November 5, 2009 at the RCBC Plaza in Ayala Avenue, Makati City This module is part of the Post Graduate Series of Certificate Courses on Marketing Communications Management being offered by the De La Salle University Graduate School of Business, in partnership with the Philippine Association of National Advertisers Foundation (PANAF)

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.

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 today’s 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.

Who Should Attend

This 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 company’ s customer communications and loyalty programs.

Course Description This module focuses on customer relationship marketing (CRM) and the customer-driven, marketbased 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 group experiences 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.

Course Content Part 1 - CUSTOMER RELATIONSHIP MANAGEMENT (CRM) 1. The CRM Perspective 2. The Key Drivers for CRM 3. The Customer Value Creation Process 4. Basic Steps in the CRM Process 5. Planning and Implementing a CRM Program 6. Measuring CRM Success Part 2 - BEST PRACTICES IN CRM 1. CRM in a Fast Moving Consumer Goods Company 2. CRM in a Service Company 3. Call Centre Customer Care

Course Content Part 3 - KEY ACCOUNTS MANAGEMENT (KAM) 1. Key Account as Business Partner 2. Relationship Management 3. Marketing Communication Programs 4. Winning Business Through KAM 5. Key Account Handling Part 4 - BEST PRACTICES IN KAM 1. KAM in a Fast Moving Consumer Goods Company 2. KAM in a Service Company Part 5 - WORKSHOP: KAM DEVELOPMENT PLAN Part 6 - DRAWING UP A CUSTOMER LOYALTY PROGRAM

Jun G. Alcantara Course Facilitator Jun is a Magna Cum Laude Graduate in Bachelor of Arts in Economics at the UST and was conferred the Rector’s 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 the Advertising Content & Regulation Committee). He is currently active in the Advertising Standards Council.