Innovative Customer Relationship Management

Apply new CRM knowledge to improve business objectives, strategies and ROI

Seminar presentation video by Benoit Aubert
Target Audience

This training program will benefit those wishing to:

  • Interact with customers with a new sensitivity towards the customers’ perspective
  • Improve current processes using new tools and ideas 
  • Have a clearer understanding of costs and investments in CRM, improving ROI 

Objectives of the seminar:

  • Place CRM in the context of firms’ strategies and understand the place and impact of CRM on customer satisfaction, loyalty and profits
  • Overview of the main applications of CRM
  • Focus on innovative functions of CRM: customer complaint handling approach and customer education


Program Content

1. CRM in a business strategy

  • The strategic relationships between profit, customer loyalty and customer satisfaction 
  • A deep understanding of the “satisfaction” and “loyalty” concepts and its consequences on CRM 
  • The role of CRM in an international context 
  • The implementation of a CRM system: methodology, strengths and weaknesses.

2. Applications of CRM
We shall investigate the key functions of CRM as well as their benefits and their “return on investment” on a company’s strategy.

Analytical CRM

  • Implementation : data-warehousing and data-mining
  • Objectives and overview of the key statistical models: descriptive and explicative approaches

Operational CRM

  • Objectives and overview of the different operational CRM applications: sales force automation, marketing automation and customer support 
  • Impact and benefits of Web 2.0 on operational CRM implementation

3. Focus on innovative functions of CRM

Customer Complaint handling approaches:

  • Objective and impact of customer complaint systems on CRM 
  • Implementing customer complaint systems 
  • Return on investment (ROI)

Customer Education

  • Objective and impact of customer education on customer behaviour and CRM 
  • Implementing customer education solutions 
  • The impact of the web 2.0 on customer education implementation and outcomes

This 2 day operational seminar is delivered in English.
Active participation will ensure an enriching exchange.

Biography of the trainer: Benoît Aubert


  • Initial corporate career as a consultant specialized in analyzing the efficacy of advertising followed by a role in marketing and strategic development for Ernst & Young.
  • Associate professor at Grenoble Ecole de Management. 
  • Doctorate of Business Administration thesis was founded on the effects of customer education on customer behaviour and satisfaction. 
  • Benoît is a regular speaker at major European conferences and has also co-authored published textbooks

    E-mail or call (+33) 4 76 70 62 19.