> Understand CRM
- Overview
- Major features
- CRM within an organization
- CRM professions
- Everyday use (emails, NLs, Fid card, mobile wallet, push notif...)
> Defining a CRM strategy
- Goals
- Essentials before implementation
- Customer Centricity
- Key factor: customer knowledge
- Personas
- The customer lifecycle
> Building a segmented contact plan
- Overview
- Opportunities to communicate with the client
- Campaign typologies (punctual vs automation)
- Examples
- Content
- Focus rules of emailings & deliverability
- Targeting
- Choosing communication channels
- Commercial pressure
- Contact plan examples
> Developing the ecosystem
- Project management
- The single client repository
- The Customer data platform
- The Data management platform
- Enrichment
- The data model
- Data quality
> Respecting the legal environment
> Analyzing data
- Customer knowledge: objectives, benefits
- The essentials of customer knowledge
- RFM Scoring
- Customer Lifetime Value
- Predictive marketing
- Campaign reporting
- Test and learn
- The CRM dashboard and data visualization
