Overview

Welcome to our 2-day management development program on "Managing Customers in the New Age"! In this fast-paced competitive and VUCA world, customers are the key to success in any business, and hence it's crucial to manage them effectively. Deploying an effective customer relationship management strategy is an opportunity for businesses and a challenge as well. Our program is designed to equip managers, middle management, and academicians with the necessary skills to manage customers in the new age.

Program Objectives

The program is designed to help participants understand the importance of customer centricity and customer value and provide insights into developing a successful CRM strategy. By the end of the program, participants will have a comprehensive understanding of the various customer management techniques and strategies that can help acquire, retain, and grow customers.

Specifically, the program objectives are as follows:

• To help participants understand the importance of customer centricity and customer value and how to create value for customers.
• To provide insights into developing a successful CRM strategy and aligning it with business goals.
• To equip participants with the skills and knowledge required to acquire new customers, retain existing ones, and grow customer value.
• To provide an understanding of the customer’s journey and how to create a positive customer experience at each touchpoint.
• To help participants identify pain points in the customer journey and opportunities for improvement.
• To provide insights into the key considerations for implementing a CRM system successfully.

Overall, the program is designed to enable participants to manage customers effectively and take their businesses to the next level. The knowledge gained from this program can help businesses enhance customer satisfaction, increase customer loyalty, and ultimately drive growth.

Pedagogy

Interactive learning through case studies, group discussions, and knowledge-sharing. Participants will be working on real-life cases designed by the course instructors using their rich industry and academia experiences.

Who May Attent

We cordially invite managers, and middle management who are working in customer operations, and management roles such as sales, marketing, and customer service operations. We also invite academicians who are engaged in teaching sales and marketing courses and want to learn the cutting-edge trends in customer management.

Content of the Programme

Module 1: Customer centricity and customer value

• Importance of customer centricity in today's business world
• Understanding customer needs, wants, and preferences.
• Creating value for customers in a profitable manner
• Balancing customer needs and business goals
• Strategies for enhancing customer value and loyalty.
• Measuring customer satisfaction and using customer feedback to improve business performance.

Module 2: Decoding CRM strategy

• Understanding the CRM architecture
• Exploring the different components of a CRM strategy, such as customer data management, sales automation, and customer service management
• Developing a CRM strategy that aligns with business goals and objectives.

Module 3: Acquiring, retaining, and growing customers

• Strategies for acquiring new customers, such as leveraging social media, content marketing, ChatGPT, and referral programs
• Techniques for retaining existing customers, including personalized communication, loyalty programs, and exceptional customer service
• Understanding the customer lifetime value and its impact on business growth
• Ways to increase customer lifetime value include upselling, cross-selling, and offering relevant products/services to customers.

Module 4: Customer journey and customer experience mapping

• Understanding the customer journey and the different touchpoints customers have with a business
• Techniques for creating a positive customer experience at each touchpoint, such as personalization, timely communication, and exceptional customer service
• The importance of mapping the customer journey to identify pain points and opportunities for improvement
• Tools and methods for mapping the customer journey, including customer surveys, analytics, and customer journey mapping frameworks.

Module 5: Ensuring successful CRM implementation

• Understanding the different stages of CRM implementation, including planning, design, development, testing, and deployment
• Identifying the key challenges that can arise during CRM implementation, such as data migration issues, user adoption, and integration with existing systems
• Techniques for overcoming these challenges, such as effective change management, user training, and continuous improvement.

Programme Directors

Dr. Vandana Tandon Khanna

Dr. Vandana Tandon Khanna is a Professor and Program Coordinator for PhD - SVU at K.J. Somaiya Institute of Management, Mumbai, in Marketing Management. She has a Doctorate in Services Marketing. She has over 24 years of diversified teaching experience. She has developed and delivered various new courses. Her teaching and research interests are in Services Marketing, Customer Satisfaction and Loyalty, CRM, and Marketing Strategy. She is also an Invitee guest lecturer at the American University of Emirates (AUE). She also conducts MDPs in Marketing Strategy, Customer Satisfaction & Loyalty, CEM and CRM. Dr Vandana was awarded the 'Best Professor in Marketing and International Business in 2017 on the 25th Silver Jubilee year of the Business School Affaire & Dewang Mehta National Education Awards.

Dr. Abha Wankhede

Dr. Abha Wankhede is an Associate Professor of Marketing at K.J Somaiya Institute of Management. She has a total work experience of over 23 years, with 13 years in industry and 10 years in academics. Her thirteen years of corporate experience encompasses various functions, sales and distribution, sales support, product management, market research and brand management She has worked in Philips India, Reliance Communication, Tata Communications and Vodafone. Her last corporate stint was in a senior management position as Marketing Head of a strategic business unit. Dr. Abha has many publications to her credit in national and international high-impact journals. She teaches Customer Relationship Management (CRM) and (e-CRM), Market Research, Business to Business Marketing and Strategic Marketing Management. Dr. Abha is a BE graduate from Mumbai University, and Master’s in Management Studies from Mumbai University and her PhD is also from Mumbai University. Her PhD was focused on ICT’s impact on three important sectors Banking, Pharmaceutical and Online Retail. The ICTs studied were CRM, SFA and online apps.