• Grasp the fundamentals and purpose of CRM in customer services and support operations.

• Differentiate between operational, analytical, and collaborative CRM within services and support contexts.

• Manage customer data effectively, ensuring accuracy, compliance, and usability.

• Apply CRM to track, resolve, and escalate customer issues and service requests.

• Leverage CRM to measure service performance and improve customer satisfaction.

• Utilize Next Best Action (NBA) frameworks to drive personalized service and support engagement.

• Develop a CRM strategy aligned with organizational goals, incorporating change management and governance principles

Upon completion of this programme, participants will be able to:

• CRM Literacy: Explain the purpose, types, and components of CRM systems in a business context.

• CRM Data Management Proficiency: Import, clean, and maintain customer data while ensuring compliance with data privacy regulations such as PDPA.

• Service Optimization: Use CRM to manage tickets, cases, and service requests efficiently 

• Customer Interaction Excellence: Apply CRM tools to personalize support and improve resolution times 

• Performance Monitoring: Interpret service KPIs and dashboards to drive continuous improvement

• NBA Execution: Implement Next Best Action strategies to personalize customer service interactions and improve customer experience.

MODULE 1: CRM FUNDAMENTALS FOR BUSINESS

• What is CRM? Definition and Historical Evolution

• Types of CRM Systems: Operational, Analytical and Collaborative CRM

• Overview of CRM Tools and Platforms

• Role of CRM in Customer Services Functions

• Key Pillars of CRM Success

• Mini Assessment & Wrap-Up

MODULE 2: CUSTOMER DATA MANAGEMENT ESSENTIALS

• Importing, Cleaning, and Maintaining CRM Data

• Differentiating New Potential Customer vs Existing Customer 

• Building a Customer 360 Profile: Unified Customer View

• Demo: Navigating Customer Dashboards and 360 Views

• Data Privacy and Compliance (e.g. PDPA)

• Learning activity: Customer 360 Puzzle - Assemble fragmented customer data into a unified profile and present insights.

• Mini Assessment and Wrap-up

MODULE 3: SERVICE REQUEST AND CASE MANAGEMENT

• Ticketing Systems and Case Lifecycle

• Escalation Paths and SLA Tracking

• Automation and Workflow Integration

• Key Service KPIs

• Demo: Navigating Service Request and Case Management Features and Dashboards

• Learning activity: Case Routing Simulation - Assign mock cases to agents based on priority, skill, and SLA requirements.

• Mini Assessment & Wrap-Up

MODULE 4: ENHANCING CUSTOMER INTERACTIONS

• Personalization Through CRM

• Omnichannel Support Integration (Web, Email, Chat, Phone)

• Team Productivity and Collaboration Metrics

• Demo: Navigating Omni-Channel Integration Dashboards and Tools 

• Learning activity: Channel Integration Demo Walkthrough -  Explore how CRM integrates chat, email, and phone support in a guided activity.

• Mini Assessment & Wrap-Up

MODULE 5: NEXT BEST ACTION (NBA) IN SERVICES AND SUPPORT

• Introduction to NBA: Concept and Benefits

• Generating and Executing NBA Recommendations

• NBA Best Practices for Customer Services and Support

• Enhancing NBA Collaboration with CRM Processes

• Learning activity: NBA Scenario Workshop - Given customer profiles, teams recommend NBA actions and justify their choices.

• Mini Assessment & Wrap-Up

MODULE 6: CRM STRATEGY AND GOVERNANCE

• Developing a CRM Strategy Aligned with Business Goals

• Managing Organizational Change for CRM Adoption

• Establishing CRM Governance and Best Practices

• Mini Assessment & Wrap-Up 

WRAP-UP AND CONCLUSION 

• Reflection on key takeaways and learning outcomes

• Q&A session and feedback collection