Switching to a competitor has never been easier for a customer — one bad experience, one slow response, and they are gone. That is the problem at the centre of this Customer Relationship Management (CRM) course from the Arab British Fellowship Training Academy: how to build a system, not just good intentions, that turns satisfied customers into loyal ones and keeps ordinary transactions from staying ordinary.

Participants work through CRM strategy, technology, and the practical skills of managing customer interactions — from understanding what drives loyalty to handling complaints from customers who never speak up in the first place. Through theory, case studies, and hands-on exercises, the course builds the ability to implement and optimise CRM systems and processes that genuinely improve customer satisfaction and organisational performance.

Who Should Attend?

• Directors and business owners seeking to build more customer-centric organisations.
• Marketing, sales, and customer service professionals and managers involved in customer relationship management.
• CRM system administrators and analysts, and professionals interested in implementing CRM principles.
• PR and communications professionals who regularly interact with important stakeholders on the organisation's behalf.

What You Will Gain

• A comprehensive understanding of CRM concepts, strategies, and the technologies used to implement them.
• The ability to implement and manage CRM systems effectively, and to strengthen customer engagement and communication.
• Practical skills for improving customer satisfaction, loyalty, and retention.
• The ability to use CRM analytics to drive data-based decisions and build continuous-improvement initiatives.

Module 1: CRM Foundations and Strategic Value

• Core principles and practices of CRM, and the guidelines an organisation follows when interacting with customers.
• The strategic objectives, evolution, and current role of CRM in business.
• Benefits and challenges of implementing CRM, and its growth factors and key components.

Module 2: Building a Customer-Centric Strategy

• Setting a customer-focused vision and strategy, and defining target customer segments and value proposition.
• Setting CRM objectives and KPIs, and running a gap analysis against organisational goals.
• The shift from a traditional to a holistic customer-relationship focus, and the three pillars of CRM (market knowledge, self-knowledge, customer knowledge).

Module 3: Customer Data and Technology

• CRM technology and software, and the data CRM systems focus on: demographic and behavioural data.
• Building and managing a customer database, and applying data-quality and privacy-compliance practices.
• Methods for tracking customer needs, behaviour, and performance goals.

Module 4: Policies for Acquiring, Retaining and Winning Back Customers

• Policies for dealing with new, existing, and lapsed customers.
• The value pyramid in customer relationship management, and factors influencing customer loyalty.
• Using customer insights for personalised marketing and building loyalty programmes.

Module 5: CRM in Sales

• Integrating CRM with sales-force operations, pipeline management, and forecasting.
• Using CRM analytics to strengthen sales-team performance.
• Aligning sales and marketing efforts to improve customer acquisition and retention.

Module 6: CRM in Customer Service and Support

• Implementing CRM in service and support functions, and developing service standards and SLAs.
• Managing customer complaints and resolving issues effectively — including customers who never complain.
• Self-service and knowledge-management systems that support customers directly.

Module 7: Measuring and Improving CRM Performance

• Setting CRM performance metrics and dashboards.
• Running customer-satisfaction surveys and feedback analysis.
• Continuous-improvement initiatives that feed customer insight back into products and services.

Module 8: Media, Public Relations and Stakeholder Engagement

• The evolving role of media and how it shapes public perception.
• Building a PR strategy that connects public-relations activity with overall business strategy.
• Best practices for engaging media and running online engagement campaigns using social platforms.

Module 9: Professional Protocol and Etiquette

• International etiquette and protocol principles for official and business settings.
• Managing personal dynamics at important meetings, and body language in formal forums.
• Creating a strong professional impression and avoiding missteps in high-stakes interactions.

Module 10: CRM in Global Practice

• How CRM is applied differently by companies operating internationally and regionally.
• Comparing local and international standards, and analysing the regional business environment.
• Identifying the gap and requirements for future CRM transformation.