ASIA PACIFIC DILIGENCE SDN BHD Ó

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Two Days Intensive Seminar SBL Claimable Subject to HRDF Approval

Five Essential Steps to Successful Customer Relationship Management

23 & 24 February 2009

JW Marriott Hotel, Kuala Lumpur

OBJECTIVES The workshop helps participants to see the important link between operational CRM and analytical CRM that will ensure the organization becomes customer driven i.e. embodying the true substance of CRM. So come, learn and make your organization the CRM leader of your industry.	TARGET PARTICIPANTS Strategic decision makers, managers and executives in the areas of sales and marketing, loyalty programs, customer support, customer service, account management, operations, finance and human resource. It will also be useful for educators seeking to introduce CRM modules into their curriculum.
OUTLINE Putting in Place the Five Steps of CRM, which will include: Stage 1: Enhancing the Value Offered to Customers • Tools to enhance the value delivered • Tools to determine which value dimensions to compete on • Measuring value offered to customer • Obtaining actionable value information that is useful to companies	Conducted by Distinguished Speaker: DR. RAYMOND TEO Dr. Raymond Teo is an author, thought-leader and practitioner of marketing-oriented customer insights. As a thought leader, he is regularly invited to speak at international conferences and conduct master classes in such fields. He obtained his PhD with the University of Western Australia, Master of Business Administration degree from the University of Strathclyde and Bachelor degree from the National University of Singapore. In addition to his work in the area of customer intelligence and customer relationship management, he also lectures marketing at undergraduate and post-graduate levels for the London School of Economics, University of Manchester and the University of Western Australia. Dr. Teo had authored books that include ‘Maximizing Profits: The Customer Centric Approach’ and he is also a regular contributor of customer insights and customer relationship management articles to many public sources including the Straits Times. His clients include Citibank, GfK Asia, Hewlett Packard, Great Eastern Life, Singapore Airlines, Johnson and Johnson, Lafarge Cement, Ministry of Manpower (Singapore), EMC, Singapore Technologies, South China Morning Post to name a few.
Stage 2: Differentiating Customers for CRM • Approaches that can be use to differentiate customers • Managing the heterogeneity of consumers • Obtaining actionable segments for business customers (The ABB Approach)
Stage 3: Setting Better Customer Goals • Customer segment profitability analysis • Customer performance appraisal • Sensitivity analysis using customer lifetime values and customer modeling techniques
Stage 4: Aligning Organization to CRM Goals • Being holistic by addressing the following in an organization: – Strategy of CRM – Structure of the CRM organization – Systems that support CRM – Shared culture for CRM – Style of managers – Skill levels of staff with regards to CRM • Deciding who should drive CRM in an organization • Staff selection issues for CRM implementation • Motivational issues for employees • Staff empowerment
	Specially brought to you by APD @ RM1450! This course was conducted oversea @ USD1000.
Stage 5: Developing Organizational Linkages • Identifying key metrics to be tracked • Learning about Net Promoter Scores • Customer driven key performance indicators • Developing a customer experience scorecard

REGISTRATION FORM

Early Birds – RM1450.00 per person REF: FEB09CRM

(Registration and Payment by 3 February 2009)

Group Discount (Two or more persons from same organization) – RM1500.00 per person

Regular Fee – RM1550.00 per person

The above fees are inclusive of lunch/tea-breaks/valuable seminar materials & certificate

Crossed Cheque/Bank Draft payable to ASIA PACIFIC DILIGENCE SDN. BHD.

Mailing Address: B-2-9A, Megan Avenue II, No.12, Jalan Yap Kwan Seng, 50450 Kuala Lumpur

Contact Person: Ms. Chin/Cik Nadiah/Ms. Erna Tel: 03-2162 6828 Fax: 03-2162 7828 / 03-2163 7828

Email: apd@po.jaring.my Website: http://www.asiapacificevents.com

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Cancellations & Transfers: If you are unable to attend, a substitute candidate(s) is welcome at no extra charge. Please provide the name and position of the substitute delegate at least 2 days prior to the seminar. A full refund less 25% administrative charge will be made for cancellation received in writing 2 weeks prior to the seminar. A 50% refund will be given for cancellation received 1 week prior to the seminar. Regrettably, no refund can be made for cancellation 3 days before the seminar. If registration is confirmed, a 25% administrative charge will be incurred for non-attendance.

The organizer reserves the right to change speakers/or modify the programme content without prior notice.

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