CRM: Gaining Competitive Advantage through Customer Relationship Management

Venue: Sydney

Location: Sydney, Australia

Event Date/Time: Nov 21, 2007 End Date/Time: Nov 22, 2007
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Customer relationship management (CRM) systems offer a range of benefits with the end view of providing companies with a competitive advantage. By enabling organisations to analyse customer data in a timely and efficient manner, CRM systems can impart the ability to cut costs, enhance efficiency, streamline processes, capitalise on existing customers and source new clients, and also revolutionise marketing and business development strategies based on accurate data and reporting.

With the advent of CRM systems several years ago, many organisations rushed to embrace the new technology with its promises of delivering a competitive advantage. However, organisations implementing CRM systems have often struggled to align business and IT objectives and develop an effective strategy and project management approach. Without an effective strategy in place, companies can find themselves caught out by the costs of implementation and ongoing maintenance and also by the challenges of gaining support across the organisation, from end users to senior management.

With a current resurgence of interest in CRM, those wishing to execute a CRM project or ensure its success beyond implementation, will need to be aware of how to mitigate such issues in order to achieve the competitive advantage they set out to achieve.

This interactive two-day masterclass will provide plenty of opportunities for discussion around the challenges presented by CRM implementation and ongoing management. By engaging with the masterclass leader and other attendees, you will address critical issues such as:

- Understanding the benefits and capabilities of CRM systems, and choosing the right solution
- Devising a holistic CRM strategy that aligns business and IT goals
- Gaining organisation-wide acceptance for CRM
- Defining standard processes to ensure consistency in reporting