Courses, trainings and educational programs

We're offering different educational programs and courses on the following topics: 
  • CRM 2.0 - new approaches to effective customer base management.  
  • CRM for small and medium businesses: practical examples and cases.
  • Customer experience management - on the way to customer's heart.
  • Advanced customer analytics and Business Intelligence on an example of Tableau/Power BI.
  • Applications of Big Data and Machine Learning for your company.
  • Loyalty programs and managing customer satisfaction.
  • Marketing and CRM strategy: from idea to fulfillment.
  • Targeted marketing campaigns: optimization and efficiency.

Also we can develop individual courses and educational materials according to the needs of your company. 
Examples programs of the courses you can find below: 

Course syllabus "CRM 2.0 - new approaches to effective customer base management.":

  • CRM as the customer-centricity toolset.
    1. What is customer loyalty?
    2. Loyalty and satisfaction - what's the difference?
    3. Customer experience and the what needed to work with it.
    4. How to measure loyalty?
    5. Product-oriented, customer-oriented and customer centric business.
    6. Loyalty: to earn or to buy?
    7. Creating customer-centric company.
    8. Homework  – customer-centricity roadmap in your organization.
  • CRM strategy
    1. Creating CRM vision.
    2. Leadership and CRM team.
    3. Forming the «identity» of your company.
    4. Four directions of customer-centric strategy development.
    5. Steps decomposition and prioritization.
    6. Key focus points on the strategy fulfillment.
    7. Role of service, product and marketing in the customer-centric strategy. 
    8. How CRM strategy improves marketing strategy. 
    9. Homework – strategy of customer management in different segments.
  • Loyalty, creation of the customer centric processes and its management. 
    1. Model of loyalty: factors decomposition.
    2. How to identify key factors impacting the loyalty of your customers.
    3. Loyalty management based on the product/service properties. 
    4. Key direction of the processes improvement. 
    5. Customer experience management models.
    6. Voice of customer and the CRM-processes.
    7. Homework – customer-centric processes transformation.
  • Customer activity and Churn Management.
    1. Definitions of active and churned customers for different businesses.
    2. Examples of churn calculations.
    3. Retention and activity of the customer base.
    4. Churn reporting.
    5. Churn management - case study.
  • How to connect CRM software functions and business goals.
    1. Operational, analytical and collaborative CRM - key areas.
    2. Operational CRM: sales, marketing and service.
    3. Processes automation results  (case study).
    4. Planned benefits and goals actually achieved from CRM implementation.
    5. Key CRM success metrics.
    6. How to decompose the CRM implementation objectives.
    7. Acquisition, development and retention of customers.
    8. Differentiated service approach.
    9. Existing business processes evaluation.
    10. Gap-analysis and growth points identification.
    11. Homework – prioritizing main profitability parameters for your business CRM implementation​​
  • Analytics in customer base management.
    1. Main approaches in customer analytics.
    2. Customer base segmentation. Man objectives of segmentation.
    3. Parameters for customer behavior prediction: loyalty, value, potential. 
    4. Example:  segmentation in retail.
    5. Case study – segmentation implementation on the winparf example
    6. Different segmentation types.
    7. Segmentation as the analytical support function.
    8. Homework – using segmentation in targeted marketing.
  • Customer Lifecycle Management
    1. Customer Lifecycle Management
    2. Target marketing activities in the context of the life cycle
    3. Segmentation of the customer base based on the life cycle
    4. RFM analysis
    5. Homework - Lifecycle Management for your customers.
  • Customer Lifetime Value.
    1. Estimating Potential Value - Customer Lifetime Value
    2. Example - Calculating Customer Value
    3. Detailed assessment of the value of the customer base
    4. Value Spectrum Matrix
    5. Approaches to customer base value management
    6. Evaluation of the potential
    7. Homework - calculate the lifetime value of customers
  • Target marketing. The effect of segmentation for targeted marketing campaigns.
    1. Target marketing methodology.
    2. Strategy and campaigns launch.
    3. Target marketing business processes.
    4. Customization and testing of offers.
    5. Performance evaluation, main metrics.
    6. Pre and Post ROI analysis of campaigns.
    7. Creating and managing a library of campaigns.
    8. Automated management of targeted marketing campaigns - Campaign Management systems
    9. Example - Campaign Automation
  • Predictive analytics and customer base management
    1. What is predictive analytics and machine learning (ML)?
    2. The main areas of application of machine learning in CRM.
    3. Examples: churn prediction, cross-sells, and upsell predictive analysis.
    4. Building predictive models in practice.
    5. Case - application of statistical methods for churn prediction.
    6. Homework - determine use cases for applying ML models.
  • Implementation of CRM as an investment project: building a business case for implementation.
    1. We form the basic prerequisites for building a case.
    2. Estimation of income and expenditure.
    3. Three scenarios in the financial model.
    4. Calculation of the main financial metrics and indicators of the investment project.
    5. An example: calculation of a business case for implementing CRM.
  • Relationship Management: Maximizing the Value of CRM Implementation
    1. How to get from process to value management.
    2. Exploring additional business opportunities.
    3. Assessment of future prospects and formulating the CRM development plans
    4. The final task is a mini-project and implementation plan for the implementation of CRM

Course syllabus "Customer experience management - on the way to customer's heart":

  1. Principles of customer experience management.
    1. What is “customer experience”?
    2. Principles of customer experience management.
    3. What customer feel.
    4. Customer experience triad: experience, expectations, satisfaction .
  2.  Emotional experience and feedback
    1. Diagram of emotional impact on the client.
    2. Connection of customer experience and feedback.
    3. «Moment of truth» and its role in customer experience.
    4. Factor model of customer experience and their influence on the customer loyalty.
  3.  Models of customer experience
    1.  “Pyramid of loyalty” model.
    2.  “Empathy map” model.
    3.  “Hostage – apostle” model.
    4. Bain Consulting model.
    5. Kano model.
    6. Customer Journey model.
  4.  Customer Journey Map
    1. Definition of needs.
    2. Customer personas.
    3. Touchpoints and channels.
    4. Decisioning path.
    5. Formation of customer journey map.
    6. Using CJM in practice.
  5.  Customer experience process tracking
    1. Gap-analysis in customer experience management.
    2. Voice of customer – how to gather and how to analyze?
    3. Influence spectrum: how different events affecting customer experience.
    4. “Same moment” experience tracking.
    5. Interaction channels - what and how to evaluate.
    6. Main components of customer experience management in sales , marketing and service
  • Customer experience management in social media and social CRM.
    1. What is “social CRM”?
    2. Evolution of social CRM.
    3. Processes of social CRM
    4. Methods and applications of social CRM
    5. Social Network Analysis
    6. Examples
  • Experience design.
    1. "Design Thinking"  paradigm in application client experience
    2. Experience design and its role.
    3. Testing impressions.
    4. Branded experience - connection with the brand values.
    5. Non-invasive monitoring and analysis of customer emotions.
    6. Implementation of customer experience design in business practice.
    7. Experience design - KPI and metrics, employee’s motivation scheme.
  • Customer experience management – future perspectives.
    1. Seven steps of maturity in customer experience management.
    2. Emotional triggers and their identification.
    3. Customer experience management in real time.
    4. Automation and proactive customer experience management.
    5. Targeted marketing campaigns and CEM.
    6. Connection with the long-term loyalty and customer base value .
    7. Homework project – building customer experience management processes in your organization