Customer experience management projects can transform a company – from the brand to the bottom line. In this session you’ll learn how to go beyond technology and into changing how your business thinks about customers. Your change management workbook and team exercises will guide you to develop your own change management strategy, learn from other attendees, and bring tips and tools back to your workplace that you can apply immediately.
- Identify the right structure for your CRM leadership team
- Learn why CRM training doesn’t work, and how to adopt a new approach
- The top 5 drives of change management – and how to apply each
- Engaging your leaders in the CRM project
On your own, but not alone. Grab lunch from the nearby Orbis café and rejoin the group.
At its core, CRM is about human relationships. As practitioners of CRM, we need to apply these principles to our own lives. This session will focus on developing personal leadership and relationship capabilities that will enhance how you engage with your team.
Most CRM projects launch successfully, but they fizzle out within a few years. This session is about the “care and feeding” of your customer relationship initiative. You’ll use your free governance planning workbook to capture insights and develop a plan that is right-sized to your organization.
- How to form, and engage, a CRM steering committee
- The dozens of potential roles on a CRM project, and which ones are right for your team
- Managing the risk of a major CRM disruption
- Bad data – why it happens, how to clean it up, and how to prevent it
- Continuous training and improvement
- Key performance indicators – how to engage your whole team in improving the score
Sales and Marketing teams often find themselves at odds. In many cases, either one team or the other isn’t using CRM or, if they are, their processes often create conflicts rather than collaboration. But industry studies show that when these two teams work together to create a better customer experience, the results – both in terms of profit and satisfaction – can be significant.
In this session we will take a look at the role of branding, marketing and marketing automation, and how that fits into a successful CRM project. You’ll walk away with a practical understanding of how to engage with your marketing team, and an appeciation for the role they have in driving value into your CRM investment.
This session will feature an industry speaker (TBD) sharing a case study on how their organization has successfully driven CRM adoption.