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所在平台: Udemy |
课程主页: https://www.udemy.com/course/customer-relationship-management-a-case-study-approach/
课程评论：没有评论
**课程名称：** 客户关系管理：一个案例研究方法 **课程概述：** 本课程深入探讨战略客户关系管理（SCRM），结合案例研究、分析工具和战略框架，帮助学习者优化客户关系。课程注重实践应用，学员将掌握进行CRM审计、执行PESTLE和SWOT分析以及将CRM战略与组织目标相结合的技能。 该课程面向专业人士和有志成为CRM专家的学员，涵盖了从基础CRM概念到高级策略的全部内容，旨在提升学员的客户满意度和忠诚度。 **课程内容概览：** * **第一部分：引言** * 通过真实案例了解CRM及其基本概念。 * 探讨CRM的定义和核心原则。 * 学习补充CRM战略的工具和技术。 * **第二部分：公司介绍** * 了解一家公司的CRM历程和战略目标。 * 分析公司的愿景、使命及其与CRM战略的契合度。 * 回顾公司CRM发展历程中的关键里程碑。 * 探讨公司提供的服务如何影响CRM实施。 * 阐述CRM项目的具体目标。 * 总结CRM过程中的关键观察和收获。 * **第三部分：战略客户关系管理 - 理念** * 深入研究驱动CRM成功的理念和战略框架。 * 学习设计和实施有效的CRM策略。 * 了解与CRM理念相辅相成的核心原则。 * 分析CRM规划中的地理因素。 * 学习进行全面的CRM有效性评估（SCRM audit）。 * 掌握PESTLE分析（政治、经济、社会、技术、法律、环境）以评估外部影响。 * 学习SWOT分析（优势、劣势、机会、威胁）以识别CRM中的关键因素。 * **第四部分：战略客户关系管理 - 补充** * 探索高级CRM概念和战略工具。 * 学习提升战略CRM能力的工具和技术。 * 掌握客户服务绩效管理（CSPM）。 * 学习客户体验价值设计（CEVD）。 * 深入了解客户体验管理（CEM）的高级方法。 **课程总结：** 学完本课程后，学员将对CRM的原则和策略有深入的理解，能够分析、设计和实施有效的客户关系框架。掌握SCRM审计、PESTLE和SWOT等工具，学员将能主导能够促进业务增长和客户满意度的CRM项目。
Course IntroductionThis course offers a comprehensive exploration of Strategic Customer Relationship Management (SCRM), blending case studies, analytical tools, and strategic frameworks to help learners optimize customer relationships. With a focus on practical implementation, participants will gain the skills to conduct CRM audits, perform PESTLE and SWOT analyses, and align CRM strategies with organizational goals.Designed for professionals and aspiring CRM specialists, this course covers everything from foundational CRM concepts to advanced strategies, equipping learners to enhance customer satisfaction and loyalty.Section-Wise Curriculum OverviewSection 1: IntroductionGet acquainted with CRM and its foundational concepts through real-world examples.Lecture 1: Introduction to CRM-Case Study (Preview enabled)Understand CRM through a practical case study, showcasing its impact.Lecture 2: CRM Definition (Preview enabled)Explore the definition and core principles of Customer Relationship Management.Lecture 3: CRM-ComplementsLearn about the tools and techniques that complement CRM strategies.Section 2: Company IntroductionUnderstand a company's CRM journey and strategic objectives.Lecture 4: Company OverviewOverview of the company's background and market presence.Lecture 5: Company Vision and MissionAlignment of CRM strategies with organizational values.Lecture 6: IRIC MilepostsKey milestones in the company's CRM journey.Lecture 7: Services OfferedLearn how the company's services influence CRM implementation.Lecture 8: ObjectiveThe objectives behind the CRM initiative.Lecture 9: Key ObservationsCritical insights and takeaways from the CRM process.Section 3: Strategic Customer Relationship Management - EthosDelve into the ethos and strategic frameworks that drive CRM success.Lecture 10: CRM StrategyDesigning and implementing effective CRM strategies.Lecture 11: Ethos ComplementsCore principles that enhance the CRM ethos.Lecture 12: Geo AssessmentGeographical considerations in CRM planning.Lecture 13-14: SCRM AuditConducting thorough audits to evaluate CRM effectiveness.Lecture 15: PESTLE AnalysisAnalyzing external factors that influence CRM strategies.Lecture 16: SWOT AnalysisIdentifying strengths, weaknesses, opportunities, and threats in CRM.Section 4: Strategic Customer Relationship Management - ComplementsExplore advanced CRM concepts and strategic tools.Lecture 17: SCRM-ComplementsTools and techniques that enhance Strategic CRM.Lecture 18: CSPM (Customer Service Performance Management)Managing and improving customer service performance.Lecture 19: CEVD (Customer Experience Value Design)Designing strategies to maximize customer experience value.Lecture 20: CEM (Customer Experience Management)Advanced approaches to managing and optimizing customer experiences.ConclusionBy the end of this course, learners will have a robust understanding of CRM principles and strategies, enabling them to analyze, design, and implement effective customer relationship frameworks. Armed with tools like SCRM audits, PESTLE, and SWOT, participants will be prepared to lead CRM initiatives that drive business growth and customer satisfaction.
