eCRM: Planning Customer Retention Programmes

Benefits to you and your employer

Benefits to your employer:

You will learn to develop and manage a strategic digital relationship marketing plan that can make millions!

By the end of this one-day interactive workshop you will have a practical understanding of how to:

• Plan, schedule and cost an eCRM programme
• Estimate returns
• Set targets
• Select suppliers
• Evaluate results

Benefits to you:

Being able to create accountable marketing campaigns is crucial for commercial survival - and personal advancement.

You will gain the knowledge and practical tools to run an effective eCRM campaign within an easy-to-use framework.

Who should attend:

The eCRM: Planning Customer Retention Programmes is designed for senior marketing budget holders with overall responsibility for marketing strategy, e-commerce strategy or heads of digital.

The course will use practical case studies from FMCG, retail, e-commerce and leisure.

This will include:

• Campaign managers
• Campaign executives
• Clients
• Account handlers
• Planners
• E-commerce strategists
• Heads of digital

Previous delegates include:

• Campaign Manager (Virgin Money)
• CRM Analyst (The Royal Bank of Scotland)
• Senior Marketing Executive (Virgin Holidays)
• e-Marketing Executive (Aberdeen Asset Management)

Programme outline

The eCRM: Planning Customer Retention Programmes course will help you create an effective e-CRM campaign within an easy-to-use framework.

Here is the programme outline for this course:

eCRM in context

• Customer retention
• Marketing in the age of the groundswell

eCRM planning

• Understanding eCRM metrics, ROI and results modelling
• Data analytics, customer-related insights, data-driven planning
• eCRM customer journey planning

Campaign execution

• Creative do’s and don’ts
• Roll-out strategies and testing
• Creative, production and quality assurance requirements

eCRM agencies and suppliers

• Understanding the roles of the various suppliers
• Supplier selection, KPI setting and management
• Payment-by-results options

Building on successful eCRM

• Integration with other digital channels
• Using eCRM to transform your acquisition strategy

Training course tutors

Felix Velarde F IDM is a heavyweight in digital marketing, having founded one of the first digital agencies, Hyperinteractive, in 1994. In the past five years Felix has revolutionised the eCRM field working with clients like Sony, Virgin, McCain Foods and Laithwaites Wine. He is a Fellow of the Royal Society of Arts and the IDM, and has been a DMA judge since 2001.

Tim Williams is currently Planning Director at Underwired Amaze, but until recently he was Head of Customer Insight at Three, and before that head of CRM at B&Q. He has many years of client-side experience actually planning and implementing CRM and eCRM programmes.

Delegate testimonials

"A good overview of high level eCRM strategy. Great insight into planning and implementing email campaigns and then using the data."

Alice Stuart, Head of Marketing and New Business, Capital Conferences

"A very good starting point for any marketers launching an eCRM."

Deborah Ficamos, Ecommerce Manager, Mirror Group Services

"I loved the clarity and the practicality of the customer journey model"

Aileen French, Oxford Brookes University

"This is a really thorough practical course that provides the information and the confidence to get started."

Leanne Cartwright, Marketing Controller, 20th Century Fox Home

"The course was delivered at a good pace and encouraged participation for all attendees. Felix in particular was very good and provided many useful points of information. Thank you!"

Helen Main, Peugeot Citroen