Subject

Customer Relationship Management & Retention Strategy

How organisations manage customer relationships deliberately over time -- lifetime value, segmentation, loyalty programmes, churn prediction, win-back strategy, and the CRM systems and data practices that support it all.

What this subject covers

Lesson topics

What Is Customer Relationship Management (CRM)? Concept and Scope
CRM as Strategy vs CRM as Software
The Customer Lifecycle: Acquisition, Development, Retention
Customer Lifetime Value (CLV): Concept and Calculation
Customer Segmentation for Relationship Management
Building a Single Customer View
Relationship Marketing Principles
Loyalty Programmes: Design and Objectives
Types of Loyalty Programmes and Their Trade-offs
Customer Retention: Why It Costs Less Than Acquisition
Understanding and Measuring Customer Churn
Predicting Churn: Early Warning Signals
Win-Back Strategies for Lapsed Customers
Cross-Selling and Upselling Within Existing Relationships
Customer Advocacy and Referral Programmes
Account Management for Key and High-Value Customers
CRM Data Quality and Its Importance
Data Privacy and Ethical Use of Customer Data in CRM
CRM Systems: Core Features and Capabilities
Marketing Automation and Lifecycle Communication
Measuring Relationship Health: Beyond Transaction Data
Aligning Sales, Marketing and Service Around the Customer
Building a Retention-Focused Culture
Common Reasons CRM Initiatives Fail
Building a Career in CRM and Retention Strategy

CPD advantage: Completing this subject may qualify for Continuous Professional Development (CPD) points with your professional body — check with them for recognition.

Fees

Course fee K450.00

Assessment fee Included — no extra charge

Total amount to pay K450.00

Save K1,200.00 by bundling

Pay K1,500.00 for all 6 subjects in Certificate of Knowledge in Customer Service instead of K2,700.00 — assessment fees included, no extra payment. View the programme.

25 lesson topics · 25 assessment questions · Pass mark: 95%

Remember: you must apply for a minimum of 2 subjects in total.

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