Customer Relationship Management, or CRM for short is a simple idea. Learn about your potential customers, and use that knowledge to strengthen your relationship with them. Use your stronger relationship to sell them your products or services. And then to sell them more.

Watching this video is worth 3 Management Courses CPD Points*.
See below for details

Marketing for Managers
This video is part of course module number 8.3.3
Program 8: Managing Customers & Clients
Course 3: Marketing for Managers
Section 3: Marketing Mix

Other videos in this section include:
What is the Marketing Mix The 4Ps?    • What is the Marketing Mix  The 4Ps: ...  
Marketing Mix: Product What is the Product Marketing?    • Marketing Mix: Product  What is Prod...  
Marketing Mix: Price and Pricing Strategy    • Marketing Mix: Price and Pricing Stra...  
Marketing Mix: Place    • Marketing Mix: Place and Distribution...  
Marketing Mix: What is Promotion?    • Marketing Mix: Crafting a Message  W...  
Marketing Mix: What is Positioning?    • Marketing Mix: The Fifth P  What is ...  
What is the Marketing Channel Mix?    • What is the Marketing Channel Mix? Pr...  
What is Public Relations (PR)?    • What is Public Relations (PR)?  
Guy Kawasaki: What is Enchantment?    • Guy Kawasaki: What is Enchantment?  
Seth Godin: What are Tribes?    • Seth Godin: What are Tribes?  

LESSON NOTES
Customer Relationship Management (CRM) is the process of managing an organization’s relationships and interactions with its current and potential customers. If you improve your knowledge about them, you can better target marketing, offers, promotions, and sales messages. That means more sales and more profit.

Notforprofits and governmental organizations use CRM as a way to improve the services they offer to their clients and service users.

Today’s CRM systems draw information from:
the organization’s own marketing, sales, and customer care records.
online databases held by businesses like social media platforms.
bought data

A CRM system is a software tool that helps with, for example:
• Contact management
• Customer intelligence
• Sales management
• Marketing automation
• Customer service

How to do Customer Relationship Management
1. Set up a System
2. Gather Data
3. Build the Culture
4. Identify Leads and Communicate with Them
5. Improve Your Products and Services


RECOMMENDED EXERCISE
Does your organization have a CRM system? If it does...
1. What tools do you use? (1 MC CPD Points)
2. What other capabilities does it have? (1 MC CPD Points)
3. How would you assess the culture within your organization, regarding the use of CRM? (2 MC CPD Points)


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RECOMMENDED READING
Very quick overview
Marketing: A Very Short Introduction https://geni.us/ozSJF
Good general overviews
Kotler on Marketing https://geni.us/JNeVHy
Positioning: The Battle for Your Mind https://geni.us/kGj4KCA
The 22 Immutable Laws of Marketing https://geni.us/RVU1
Marketing For Dummies https://geni.us/sZXAw
Small business marketing
The 1Page Marketing Plan https://geni.us/Xb4wBk
For a textbook, you can’t go wrong with Kotler’s name on it!
Marketing: An Introduction https://geni.us/q4gzVOw
Principles of Marketing https://geni.us/gsFeMT5
Marketing Management https://geni.us/i3FO

⭕ Links to our book recommendations are affiliated through Amazon

Managers Need a Basic set of kit to do your job well. Here are my top recommendations: https://kit.co/MikeClayton/managers... (the links are affiliated)

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