ILSGS Consult Ltd.

KEY CUSTOMER RELATIONSHIP MANAGEMENT WITHIN KEY ACCOUNT MANAGEMENT

Course Outline.
1 The principles of KCRM and KAM
1.1 Introduction
1.2 Benefits
1.3 Making better decisions 1.4 Why KCRM?
1.5 Measurement
1.6 Principles of KCRM
1.7 Optimizing on acquisition, retention and cross-selling
1.8 Becoming a service leader
1.9 Corporate values have a role to play
2 Formulate a plan and implement KCRM strategy
2.1 Introduction
2.2 The need for business growth
2.3 Sources of business growth
2.4 A customer-led strategy
2.5 KCRM relationships as the focus for business growth
2.6 The nature of the KCRM relationship
2.7 The nature of the service
2.8 Developing a 6 point plan to effectively formulate and implement your KCRM strategy
3 A valuable relationship
3.1 Introduction
3.2 Transactional versus relationship
3.3 Relationship segmentation
Customer Service Training, Sales & Marketing Training, Processes Development, Employability Skills Training,
Contact Centres Management/Hosting; Business Development.

ILSGS Consult Ltd.

3.4 The matching of needs
3.5 Economic value of relationships
4 Service and Satisfaction
4.1 Introduction
4.2 Meeting service standards
4.3 Making money with customer service
4.4 The intangible difference
4.5 The service chain model; 4.6 Can the service chain elements be charged
4.7 Service Audit
5 Why people buy
5.1 Buying behavior
5.2 Steps in the decision making process
5.1 Buying behavior
5.2 Steps in the decision making process
5.3 Existing customer H the value of building a relationship
6 Acquiring the customer
6.1 Introduction
6.2 What is customer acquisition?
6.3 Developing a customer acquisition strategy
6.4 Customer Acquisition tactics
7 The beginning of a relationship
7.1 Introduction
7.2 The products and its service component
7.3 Customer satisfaction and retention
8 Retaining the relationship
8.1 Introduction
Customer Service Training, Sales & Marketing Training, Processes Development, Employability Skills Training,
Contact Centres Management/Hosting; Business Development.

ILSGS Consult Ltd.

8.2 Retention versus defection
8.3 Dormancy
8.4 Defection
8.5 Customer satisfaction
8.6 Strategies for customer retention
9 Managing Relationships
9.1 Introduction
9.2 Developing a quality service programme
9.3 Some theories on quality and customer retention
9.4 Complaint handling
10 Complaint handling
10.1 Introduction
10.2 Going beyond the transaction
11 Customer Relationship Specialists
11.1 Introduction
11.2 The role defined

Customer Service Training, Sales & Marketing Training, Processes Development, Employability Skills Training,
Contact Centres Management/Hosting; Business Development.