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Building Profitable Business with CRM Initiatives

With intense competition and customer sophistication, organizations are beginning to realize that price is not a sustainable competitive edge. Customer relationship has swept Asia as the most effective initiative that helps companies. However, more than 70% of CRM initiatives failed. Revenue does not mean profitability; Customer satisfaction does not mean customer loyalty. Loyalty customers are not necessarily profitable customers. How to make loyal customers profitable? This intensive 1 day workshop will give participants a key roadmap on how to build loyal and profitable customers by generating a specific CRM strategy for each customer group. They will also learn how to improve customer touch points for delightful customer experience...

Date:

February 26, 2004

Time:

9:00am-5:00pm

Venue:

Ballroom B, 2/F., Langham Hotel, 8 Peking Rd. TST

Fee:

HK$1,850 (inclusive of lunch & workshop materials)

HBC member/Group Discount Fee:

HK$1,350 (if registered before Feb 19)

Who should attend

Customer Services & Sales Managers, Hotline Managers, Telemarketing Managers, Sales Training Managers, Customer Satisfaction Managers, Information Technology Managers, and HR Managers etc…

Agenda

  • What is CRM? Its role in your strategic imperatives

  • Enablers of a profitable CRM initiatives

  • Going for customer profitability

  • Major causes for CRM failure

  • Developing a customer loyalty program

  • Strategies to acquire, retain and grow profitable customers

  • Position your customers’ touch points for success

  • Get started with a roadmap

Your Facilitator

Tony Bruno has worked in Hong Kong and regionally. He was instrumental in the formation of PCCW Teleservices, the largest Asian call centre specialist outsourcer, and managed the business through it’s growth phase. He has been involved in numerous contact centre projects, including the establishment of Cathay Pacific’s Asia Miles and Marco Polo Club Service Centre, the outsourcing of CSLs customer contact centre, and the establishment of HSBCs MPF customer service centre. He led PCCW Teleservices to numerous awards, including Asian Outsourcer of the Year, awarded by Frost & Sullivan, The Hong Kong Call Centre Association outsourcing award, and a special award from Call Centre Magazine.