Transcript customer relationship management

CUSTOMER RELATIONSHIP
MANAGEMENT
INTRODUCTION
• In managing today’s business, you are no longer
alone in the market. No matter what business
you are in; you are surrounded with competitors
which might operate in physical or virtual.
• Developments in technology and the globalization of
markets coupled with
increasingly demanding
customers has rendered that conventional marketing
practices is inadequate.
• In today’s increasingly competitive marketing environment
with services dominating the economies, the conventional
marketing approach to dealing with customers is no
longer sufficient.
• Therefore, there is an urgent need for a new approach to
retain customers, to gain their loyalty and to establish
competitive. This is why this course is very important to
those who want to remain competitive
COURSE DESCRIPTION
• This course focuses on the customer‐driven, market‐based
management practices that enable a business to attract, satisfy,
and retain customers profitably. Participant will learn to properly
use relational strategies to more accurately evaluate the market
place, evaluate competitors and their positioning, and determine
the lifetime value of the customer.
• Relationship marketing or customer relationship management
represent an important paradigm shift for marketing away from
an acquisition and transaction focus to retention and relations
hip focus.
COURSE DESCRIPTION
• It is a philosophy of doing business and a strategic orienta
tion that focuses on keeping customers and improving
customer relationships rather than acquiring new
customers.
• 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
customer relationships and brand and product loyalty.
COURSE OBJECTIVE
• To examine all elements in managing relationship with
customers.
•To compare and contrast different paradigms in managing
customers
• To discuss on various relational strategies in today’s
business environment
•To plan, analyze and execute decisions on relational
strategies in marketing.
COURSE CONTENT
Part 1:
Traditional marketing vs Relational marketing
Part 2
Identifying critical relationship marketing success factors
Part 3
Developing relationship marketing practices
Part 4
Adapting to context‐specific conditions
COURSE OUTLINE
1. Demonstrate the link between marketing organizations and long term
relationship with customers through relationship marketing.
2. Analyze a company's internal and external environment and present
and long‐term direction, its resources and competitive capabilities for
crafting relationship marketing strategy.
3. Identify characteristics and drivers of relationship marketing
4.Formulate relationship marketing programs based on Mc. Kinsey’s 7 “s”
.
5. Monitoring and controlling relationship in organization for good strategy
execution and build core competencies and competitive capabilities.
WHO SHOULD ATTEND
• Managing director
• Director
• General manager/ deputy manager/assistant general manager
• Senior administrator
• Marketing manager
• Customer relationship officer/ Customer service officer
• Public relationship officer
TRAINER PROFILE
DR. NOR AZILA MOHD NOOR
She is currently is an associate professor in the area of marketing at
the UUM College of Business (COB), and the Chairperson of Doctoral
Studies, UUM College of Business, Sintok, Kedah. She started her career
as a lecturer since 1996.
She obtained her PhD from University of Science Malaysia (USM) and
her master’s degree from University of Stirling, Scotland. She earned
her first degree (Bachelor in Business Administration) from University
Utara Malaysia (UUM) in 1994. Prior to joining the academia, she wor
ked as a marketing executive for Ramgate Systems Sdn. Bhd.
TRAINER PROFILE
Prior to her current position, she was the course coordinator for MBA progr
am at Executive Development Center (EDC), UUM and Deputy Dean (Res
earch & Postgraduate Studies) Faculty of Business Management, UUM.
She was given the responsibilities to handle postgraduate related matters
such as curriculum and program development, managing the collaboration
with partners in offering the post graduate programs and promotion of post
graduate programs in local and international market.
Her expertise is in marketing related area and her research works have be
en published in academic journals such as Malaysian Journal of Consume
r& Family Economics, Journal of Distance Education, Management Journa
lInternational Journal of Management & Business, The Journal of Global B
usiness Management, Journal of Quality and International Retail and Mark
eting Review.
TRAINER PROFILE
She has also presented her research works in many local and
international conferences. She was also the chief editor for the Utara
Management Journal and associate editors for the Journal of Business
Management and Management Journal . She is currently supervising
Masters and PhD students particularly in the area of relationship
marketing, customer relationship management, strategic marketing and
sales management.
At
UUM
College
of
Business,
she
teaches
under
graduate and postgraduate courses (MBA and DBA) such as Marketing
Management, Relationship Marketing,
TRAINER PROFILE
Research Method, Strategic Marketing and Seminar in Marketing.
She was also appointed as an external examiner and visiting lect
urer at the Universitas Negeri Padang and Universitas Sriwijaya,
Palembang Indonesia. Beside her commitment as a lecturer, Dr
Nor Azila also involved in several researches, consultancies and t
raining activities from year 1996 to present. She also develops c
urriculum and training modules for a few government agencies a
nd private companies. She can be contacted by email at
[email protected]