Master Class
Workshop
Evolution of CRM Systems – Relationship Management & Influencing Customer Behavior

Understand the components and features in a complex Customer Relationship Management system (infrastructure, architecture, functionality, etc.) and the uses and benefits for both the business and the customer.

Evolution of CRM Systems – Relationship Management & Influencing Customer Behavior
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The evolution of crm systems The evolution of crm systems
The components and architecture of crm systems The components and architecture of crm systems
The benefits of CRM systems The benefits of CRM systems
Operational relationship management technology Operational relationship management technology
Influencing customer behavior through goal management Influencing customer behavior through goal management
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The Senteo Learning Experience Methodology

Delivery formats
Hybrid education
Hybrid education
This training delivery format is a customized solution to maximize your learning team’s time. Different portions of the courses are delivered onsite, remote over Zoom, and/or online in The Senteo Online Learning Center.
Onsite education
Onsite education
This is a flexible and tailor-made solution that allows you to be trained in Senteo’s methodology in a physical environment. Subscribe to stay informed of our onsite education offering.
Remote education
Remote education
Engage real-time education over Zoom just as you would in a physical environment. This learning delivery method allows a perfect balance between theoretical content, individual assignments, live interactions, and practical group exercises over Zoom breakout rooms and other new-generation collaborative tools.
What Will You Learn?
Senteo

Evolution of CRM Systems: Students will learn about the historical development and evolution of CRM systems, including the transition from traditional push selling techniques to modern relationship management approaches. They will gain insights into the changing dynamics of customer interactions and the role of CRM systems in facilitating effective customer relationships.

Senteo

Components and Architecture of CRM Systems: Students will understand the various components and architecture of a complex Customer Relationship Management (CRM) system. They will explore the infrastructure, functionality, and features of CRM systems, including customer data management, analytics, and decision-making capabilities.

Senteo

Benefits of CRM Systems: Students will learn about the uses and benefits of CRM systems for both businesses and customers. They will explore how CRM systems can enhance customer experiences, improve customer satisfaction, and drive business growth through effective relationship-management practices.

Senteo

Operational Relationship Management Technology: Students will delve into operational relationship-management technology. They will gain knowledge about the tools and techniques used to manage customer relationships effectively, such as customer segmentation, personalized communication, and customer journey mapping. Students will learn how to leverage these technologies to optimize customer interactions and improve overall relationship management.

Senteo

Influencing Customer Behavior through Goal Management: Students will explore the concept of using goal management technology to influence customer behavior. They will understand how setting and tracking goals can motivate and engage customers, leading to desired actions and outcomes. Students will learn strategies for aligning business goals with customer goals, and they will understand that CRM systems can facilitate this process.

Who’s this Course for?
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Sales and Marketing Professionals: Professionals working in sales and marketing roles can benefit from this workshop or master class as it provides insights into the evolution of CRM systems and the impact on sales and marketing strategies. They will learn how to leverage CRM tools to enhance customer relationships, improve customer satisfaction, and drive business growth.

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Customer Service Representatives: Customer service representatives who interact directly with customers can gain valuable knowledge about CRM systems and their role in managing customer relationships. They will learn how to use CRM tools effectively to provide personalized customer experiences and address customer needs more efficiently.

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Business Owners and Managers: Entrepreneurs, small business owners, and managers responsible for customer relationship management can benefit from this workshop or master class. They will gain a deeper understanding of CRM systems, their benefits, and how to leverage them to improve customer engagement, loyalty, and overall business performance.

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CRM System Administrators: Individuals involved in the administration and management of CRM systems within organizations will find this workshop or master class valuable. They will learn about the components and architecture of CRM systems, best practices for data management, and how to maximize the functionality of CRM tools.

Evolution of CRM Systems – Relationship Management & Influencing Customer Behavior

Aspiring CRM Professionals: Those interested in pursuing a career in CRM or customer relationship management can use this workshop or master class as a foundation to understand the fundamentals of CRM systems, relationship management strategies, and the use of technology in influencing customer behavior.

Education Journey
Chapter 1

Introduction to CRM Toolkit​

Chapter 2

Key Components & Architecture for Effective Relationship Management​

Chapter 3

Understanding Data Management, Next Best Action, & Real Time Decisioning​

Chapter 4

Understanding Operational Relationship Management Technology​

Chapter 5

Using Goal Management Technology to Influence Behavior​

The Senteo Learning Experience

All of our educational programs follow a simple but very effective approach designed together with an organizational psychologist to improve the retention of concepts and stimulate application of the methodology to real world business needs. All programs are structured with the following four components:

The Senteo Learning Experience

Learn — understand the theory and mechanics behind each aspect of the methodology

The Senteo Learning Experience

Do — apply the different aspects of the methodology during exercises and work groups

The Senteo Learning Experience

See — observe real world applications, examples and case studies related to each aspect of the methodology

The Senteo Learning Experience

Extend — identify and support the possibilities for real-world applications of the methodology specific to current business needs and goals

Testimonials
MEET YOUR PROFESSOR
Michael Ruckman, President & CEO of Senteo
Michael Ruckman, President & CEO of Senteo
Michael Ruckman, President & CEO of Senteo

Michael is a regular keynote speaker and guest lecturer at Stockholm School of Economics, Skolkovo School of Management, UNLV, Financial University, BAI, EFMA, Lafferty, ICSC, MECS+R, as well as many other international conferences and corporate events. As well, Michael has authored dozens of educational courses in the areas of strategy, digital and business model transformation, leadership, customer experience, corporate culture development, gamification, customer relationship management (CRM), and others with over 30,000 participants since 2004.

25 years
of experience
30,000+
graduates
300+
projects
30
countries
25 years
of experience
30,000+
graduates
300+
projects
30
countries
Michael Ruckman, President & CEO of Senteo
Evolution of CRM Systems – Relationship Management & Influencing Customer Behavior
The evolution of crm systemsThe evolution of crm systems
The components and architecture of crm systemsThe components and architecture of crm systems
The benefits of crm systemsThe benefits of crm systems
Operational relationship management technologyOperational relationship management technology
Influencing customer behavior through goal managementInfluencing customer behavior through goal management
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Answering your questions
Team and corporate learning are essential for enhancing business performance as they enable employees to acquire new skills, knowledge, and perspectives. By investing in learning and development programs, organizations can foster a culture of continuous improvement, innovation, and adaptability. This, in turn, leads to increased productivity, employee engagement, and better decision-making throughout the company.
Effective team and corporate learning programs vary depending on the organization's needs and goals. However, a combination of interactive workshops, leadership development initiatives, advisory & coaching programs, online modules, and hands-on experiential learning tends to yield positive results. Customized programs that align with specific business challenges and incorporate real-life scenarios tend to be particularly effective.
Measuring the impact and ROI of team and corporate learning can be done through various methods, such as pre- and post-assessments, feedback surveys, performance evaluations, and tracking key performance indicators (KPIs). Additionally, organizations can analyze factors like employee retention rates, customer satisfaction scores, revenue growth, and productivity improvements to gauge the overall impact of learning initiatives on business outcomes.
To ensure effective application of knowledge, it's crucial to create a supportive learning environment that encourages knowledge sharing, collaboration, and continuous improvement. This can be achieved through ongoing coaching and mentoring, providing opportunities for practical application of newly acquired skills, establishing clear performance expectations, and integrating learning into daily work routines. Regular follow-up and reinforcement activities can also help reinforce and solidify learning outcomes.
Fostering a culture of continuous learning and development requires a multi-faceted approach. It starts with leadership commitment and support for learning initiatives. Organizations can encourage continuous learning by offering opportunities for skill-building, providing access to relevant resources and training programs, recognizing and rewarding employees who prioritize learning, and fostering a safe environment where individuals feel comfortable experimenting and taking risks. Encouraging knowledge-sharing practices, promoting cross-functional collaboration, and promoting a growth mindset can also contribute to a culture of continuous learning.
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