April 1, The CRM Guru's Workshops
|
|
Session One
3C Meeting Room, SHICC* |
Morning - 1st CRM Guru's Workshops |
8:30 |
Registration |
8:50 |
Chairperson's Opening Remarks |
9:00  |
Candice Ng- Chee's Workshop (9:00~12:00, 10:30 Morning Coffee)
The Fundamentals of Customer-focused Marketing
What you will learn:
• The purpose and applications of Customer-focused Marketing
• The concept of ¡®Learning Relationship' with customers
• What it means to accurately identify your customers
• How to effectively Differentiate and Treat valuable customers
• Different customization options that are available you're your customers
• Work in small groups to apply the concepts
The session will best benefit middle to senior management whose roles and responsibilities are in :
• Business Planning
• Strategic Marketing
• Channel Management
• Touch point Management
• Sales
• Customer Services
• Product and Market Development
• Customer Development & Retention
• Relationship Management
• Value Creation
• Human Resource Training and Development
• Operations and Support
• IT, Analytics, Database Marketing
Candice Ng-Chee
Managing Partner
MetaCore Asia,
Singapore
|
12:00 |
Networking Luncheon |
Afternoon - 2nd CRM Guru's Workshops |
13:30
|
Paul Greenberg & Bruce Culbert's Workshop (13:30~16:30, 15:00 Afternoon Coffee)
When You Buy the Application, You Buy the Vendor
You've planned your strategy, got corporate buy-in, won a few small victories and CRM looks like a real benefit to just about your entire company. But then comes the time to choose your CRM application software. You go through a process that vets the applications, get what looks to be a great deal on the software and you move ahead to implement and it just isn't going the way that you expected. The company that sold you the software isn't being cooperative. How come you didn't know this was going to happen?
There was a trick sentence in the above paragraph. ¡°But then comes the time to choose your CRM applications software.¡± If you didn't know that was a trick, you really should attend this forum. If you did, good for you, but you tell me how it was a trick.
The fact is that the fundamental error that company after company makes is that they should be choosing the vendor, not the software. As one of the co-presenters, Paul Greenberg said in his best-seller on CRM, ¡°CRM at the Speed of Light¡± ¡°when you buy the application, you buy the vendor.¡±
If you don't you're facing a disaster. Ask yourself a few questions. What is the financial condition of the vendors that you are vetting? What kind of corporate culture and politics do they have? Is their corporate culture and yours compatible? Are you aware that the vendor was involved in a scandal ?C or certain it wasn't? Is the vendor's software supported for the next several lifecycles of software? What are the future feature/function plans for the software? What direction is the company going in and how does it involve you? What do their customer's REALLY say about them, not what their references say?
If you are concerned about the way that you choose vendors and want to find out what to look for, how to look for it, and what to think about, join Paul Greenberg and Bruce Culbert for this 3 hour workshop. Paul is the author of the best-selling CRM at the Speed of Light, a book called the ¡°bible of CRM¡± now in its 3rd edition and in 8 languages. He will show you how to choose that vendor and some things you can do to get to the real truth of what the vendors promise. Bruce is the former head of BearingPoint's CRM and SCM practice and the former VP of salesforce.com's global services. Bruce will speak from the standpoint of the vendor's perspective and what they do and how they do it when it comes to ¡°choosing clients.¡± A unique three hours not to be missed.
Paul Greenberg
President
The 56 Group,
United States
Bruce Culbert
President
Cultech Executive Consulting,
United States |
16:30 |
End of the Day THREE |
|
|
Session TWO
3D Meeting Room, SHICC* |
Morning - 3rd CRM Guru's Workshops |
8:30 |
Registration |
8:50 |
Chairperson's Opening Remarks |
9:00
|
Naras Eechambadi & Rosemary King's Workshop (9:00~12:00, 10:30 Morning Coffee)
Building an Effective Knowledge Driven Marketing Organization
A Knowledge Driven Marketing (KDM) Organization is a pre-requisite to effective Marketing Performance Management.
KDM requires certain assets such as customer information, analytic skills, test and learn mechanisms, the ability to leverage multiple channels and strong processes that lead to continuous improvement.
This workshop will focus on the primary building blocks that are required to build a Knowledge Driven Marketing organization, such as:
• Customer Information Infrastructure ?C marketing data marts
• Linking of marketing to financial metrics
• Customer segmentation ?C alternative approaches
• Analytics ?C predictive models
• Prioritization and balancing of objectives ?C acquisition, cross sell, retention
• Reporting and measurement ?C Marketing Dashboards
• Business case development for budgeting purposes
The workshop will include white papers and case studies from the speaker's client and consulting experience. It will enable the attendee to get a good grasp of the different elements required to build an effective infrastructure to drive fact based marketing decision making.
Naras Eechambadi
CEO
Quaero Corp.
United States
Rosemary King
founding partner
Quaero Corp.
United States
|
12:00 |
Networking Luncheon |
Afternoon - 4th CRM Guru's Workshops |
13:30
 |
Rafael Rodriguez's Workshop (13:30~16:30, 15:00 Afternoon Coffee)
CRM, BSC, BPM, ABC: What's the difference?
No matter how well designed and innovative is your CRM strategy, to make it work and be successful in the market, management has to master sister disciplines that support your customer and operations management. The workshop will show in some detail, how today's some of the most relevant managerial practices play a crucial role in the overall management of the company. Through various real life examples and practical guides, you will gain a solid understanding of the most relevant elements a holistic CRM implementation requires. You will learn how to apply concepts such as balanced scorecard, strategy mapping, business process modeling and activity based costing, so you respond quickly to the unforeseen, beat your competitors consistently, attract more of those loyalty-elusive customers, and make a positive impact on your company's performance immediately.
• BSC, CRM, BPM, ABC: what's the difference?
• A conceptual framework for real performance
• The three core processes
• Results come from strategy and execution
• Where the action is: Cost Management means profits
Rafael Rodriguez
Founder
Focused Management
Colombia
|
16:30 |
End of the Day THREE |
|
* Remarks: The Organizers reserve the final right on any changes of the Agenda.
* The session one and session two will be held at the same time, attendants are free to choose either one of them to attend subject to their interest and availability.
* SHICC: Shanghai International Convention Center.
* Simultaneous interpretation available on March 30-31, but English medium on April 1.
|
