CRM Marketing 2.0 Strategy Course

Module Breakdown

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• Module 1 - Definitions

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This brief introductory module covers what CRM actually is including its data driven and creative nature. The module discusses the focus on commercial impact which can be generated both by direct conversion activity, as well customer experienced focussed CRM initiatives that support customers on their journey. 

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• Module 2 - Measuring CRM Marketing

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This module covers covers how to measure not just the impact of one off campaigns, but your entire program, this gives you the tools you need to prove your impact to stakeholders in dollar value terms. The module also covers how to fast track experimentation to drive rapid results.  

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• Module 3 - Moments of Truth

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In any business there are key aspects of the relationship that can make or break retention. These are moments of truth. CRM Marketing alone does not drive retention, but handled well CRM Marketing can have a huge impact on moments of truth. This module includes the customer value realisation process, 7 case studies and how to understand customers at moments of truth in order to optimise CRM Marketing. 

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• Module 4 - Audiences / Targeting 

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This module details (a) how to understand customers leveraging explicit, implicit & 3rd party data and (b) how to combine that with audience research to (c) create avatars that allow you to develop CRM Marketing that resonates for  segments that are identifiable in your customer data sets. 

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• Module 5 - Lifecycle Programs

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This module provides step by step guidance on how to build lifecycle programs that align both audience insights and business objectives to enable the creation of CRM Marketing programs that work across all moments of truth. 

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• Module 6 - Onboarding

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This module provides provides proven techniques to optimise onboarding. This stage is critical for almost all businesses and CRM Marketing plays a vital role. There are 10 principles to help you maximise the impact of your onboarding programs, plus 12 case studies. 

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• Module 7 - Creating Habit

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This module covers proven principles for making your brand the default choice with CRM Marketing including 16 case studies. 

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• Module 8 - Customer Love

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NPS leaders outperform the market. Its proven, customer centricity works. But not all companies operate from a customer centric viewpoint. As a CRM Marketing leader you can build customer love programs that drive customer affiliation and as a result commercial impact. For some this will allow you to raise your profile and drive the charge towards customer centricity at your business and even if you don't you will have an exceptional CRM Marketing customer love program that drives incremental value for your business. This module explains how to build a customer love CRM Marketing program, with 7 principles and 14 case studies. 

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• Module 9 - Behavioural Science 

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As human beings we think we consider every decision we make, but the fact is we simply don't have capacity to think through the pros and cons of every single decision. As a result in CRM Marketing in order to drive desired commercial outcomes, it is key to get customers to that 'feels right' decision. This module is the longest of the course and includes 32 behavioural science techniques you can immediately implement in your CRM Marketing programs, with 32 case studies to match. People are paying thousands of dollars for courses covering just the principles in this module and with this course, you can directly apply proven behavioural science principles straight into your CRM Marketing initiatives. 

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• Module 10 - CRM UX 

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CRM Marketers are choice architects, we design the context in which our customers make decisions. Design really does matter, so does copy. Its not subjective, sure there is creativity, but there is also science to how to write a subject line, headline, explainer copy and call to action. This is all based on how we engage in email, push, whatsapp and landing pages. This modules gives you the tools to build great CRM marketing creative that resonates and works. 

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• Module 11 - AI

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The AI landscape for CRM Marketing is massive and there are literally hundreds of tools out there. This module breaks down the 68 niche AI tools CRM Marketers need to know. 

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With a future which will undoubtedly be driven by AI, one of the fundamental skills required as a CRM Marketer will be prompt engineering. This module provides detailed, expert guidance on how to write prompts that provide exceptional copy and imagery using ChatGPT and Midjourney. This modules enables you to create copy that is perfectly aligned to your brand tone of voice and visuals that are aligned to what is in your minds eye.

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There is also a look to what's coming for CRM Marketing in 2025 with examples of technology where entire journeys are built with a prompt, as well as a discussion of predictive AI and its benefits too.​​​​