Customer Relationship Management
Customer relationship management (CRM) is a business strategy focused on selecting and managing the most valuable customer relationships in order to maximise return to the business. CRM is a powerful, technology-enabled strategy for any business that is aiming to improve its customer retention – an essential requirement as customer acquisition becomes increasingly expensive and difficult. CRM is an essential component of any hotel marketing strategy, but goes far beyond merely running a loyalty program. It requires placing customers at the heart of the company’s decision-making processes, capturing and using behavioral data as well as adopting a cross-channel approach to personalization and targeting.
Price: €2,300 (excluding tax)
|Duration:||2 days and a half|
|Date:||March 21, 2016|
|Location:||CNIT Paris La Défense|
ESSEC Hospitality Executive Education - Participants Testimonials - Online Distribution
Philip Alford is a Senior Lecturer in Marketing in the School of Tourism at Bournemouth University in the UK. In addition he has held the role of Director of the Digital Hub at the university, a one-stop-shop to demonstrate to commercial companies how digital technology could enable the building of effective customer relationships. He is regularly featured in the press on the ways in which effective marketing and particularly digital marketing can facilitate more customer-centric marketing. He has contributed to marketing textbooks on the subject and written both academic and trade articles on CRM-related topics. Dr. Alford has worked with organisations from a range of tourism and hospitality sectors advising them on their marketing strategies. He is a visiting professor at Essec Business School, France and at the Management Center Innsbruck, Austria.Topics include
- Developing a strategic framework for CRM.
- Goal and objective-setting.
- Creating metrics and KPIs to measure and monitor CRM activity.
- Developing a clear customer value proposition.
- Integrating traditional and online channels for customer-centric marketing.
- The role of loyalty programs in CRM.
- Social CRM – leveraging the social web to build effective relationships.
Course participants will learn how to develop and apply a framework for implementing a CRM strategy within their company. This includes setting a vision and goals for CRM and, critically, the identification of Key Performance Indicators (KPIs) to measure the effectiveness of CRM; an essential element not only in monitoring ROI but also in justifying investment in CRM to different stakeholders. Participants will study CRM best practice both within and outside the hospitality sector and have an opportunity to critique their own CRM strategy. Technology is an integral element of an effective CRM strategy and participants will, upon completion of the course, have a clear vision of the solutions that are available to support CRM.