Customer Relationship Management

Oak Innovation


– 83-page step-by-step facilitator manual
– Customizable 67-page participant manual
– 83 ready-to-deliver powerpoint slides
– Icebreakers, training games & exercises
– Further reading
– Course evaluation and action plan
– Expert training guides
– Permission to add your own logos
– Use where, when and as often as required
– Instantly available

SKU: CRMA Category:


How to get customer relationship management training materials that will save you time

If you’ve a group that needs to learn about customer relationship management, then our training materials will help.

First, break down your course

These training materials on customer relationship management will improve participants knowledge on how to manage customer relationships within their organization. And, will help improve the skills of managers, team leaders, supervisors, and front line staff.

Use the course materials to explore how to deliver excellent customer service. Then, examine how to maximize customer value. And, how to improve customer service levels. Next, focus on the role of customers. And, how customer relationships will impact on all companies.

Course outline

The following topics are covered within the slides, manuals and support materials provided.

Customer relationship management (CRM) – Start by exploring customer relationships. And, how CRM can impact on organization. Then, focus on CRM as both a product and as a process. End this section by outlining some of the constraints involved.

Customer service in the organization – Next focus attention on customers and why we need them. Then, instruct your audience on what customers want, expectations and the concept of integration.

Generating a customer focused solution – The final sections of the course explore managing customers and how to measure CRM. Next, outline standards and continuous improvement. And, discuss the QCT Link and CRM as a business process. Finally, explore aspects of communication and the impact of CRM failure on companies.

Course objectives

At the end of the course, your participants will be able to:

– Understand the importance of customer relationships

– Identify the components of CRM

– Describe the factors that can cause customer relationships to fail

– Understand the different ways that you as an employee can affect CRM

– Use the material to develop a customer-centered approach

– Identify types of customer

– Recognize their potential impact on business

What you get

You will instantly receive the following training course materials to deliver your own Customer Relationship Management training courses:

  • Training icebreakers
  • How to select training materials
  • Training games
  • How to increase participation
  • Learn to improve your questioning skills
  • How to improve your listening skills
  • Learn how to deal with difficult people
  • How to evaluate training courses

Extra free training materials available

You will also receive the following free training guides:

  • How to use icebreakers
  • How to use training games
  • How to improve listening skills
  • How to improve questioning skills
  • How to select materials
  • How to increase participation
  • How to deal with difficult people
  • How to evaluate training courses

Frequently asked questions from customer relationship management training courses

What is customer relationship management?

Customer relationship management (CRM) is the strategy, approach and practices that a company will employ to manage all current and potential customer interactions. And, effective customer relationship management skills drive all successful organizations.

What is the goal of customer relationship management?

The goal of customer relationship management is to increase profitability through providing a better service to the customer. And, this is achieved by continually building relationships and meeting customer needs.

How do successful companies develop effective relationships with their customers?

Once a company identifies the need to develop effective relationships with their customers, they can seek to:

  1. Determine mutually satisfying goals
  2. Establish and maintain rapport
  3. Produce positive feelings in both the organization and the customer

How does CRM impact on the organization?

“CRM” approaches, first and foremost, are designed to meet the needs of the customer.

This means that all activity within the company will be dictated by the needs of the customer.

As a result, the impact on the organization will be to:

  • Shift the focus from product to customer
  • Streamline the offer to what the customer requires, not want the organization can make
  • Highlight competencies required for an effective CRM process

What can constrain effective customer relationships?

Most of us are so focused on creating effective customer relationships that we forget to look at the aspects that can constrain customer relationships. Here are a few areas that will limit effective customer relationships:

  • Resource availability
  • Porr knowledge of the customer
  • Poor people skills
  • Aggressive competitors
  • Supply chain issues
  • Legal and political requirements

Why do we need to manage customers?

Knowing how you manage customers will help you gauge what kind of improvements that you'll need to introduce in the future. And, to isolate what kinds not to introduce. Here are a few great reasons why we should effectively manage our relationships with customers:

  • Customers are an exceptional source of information required to make your organization succeed
  • Knowing what they want and need allows you to focus your production efforts
  • Knowing which ones have most growth potential allows you to focus on developing highest potential
  • Knowing which ones are most or least profitable allows you to focus on maximizing profit
  • Knowing which ones will be advocates allows you to provide references and safely test new products

How do you measure customer service?

The traditional metrics for measuring customer service are:

  • Number of complaints
  • Turnaround time
  • Right first time
  • Point of contact experience
  • Satisfaction rating

More innovative, strategic and focused customer relationship management metrics also include:

  • The systems capability to meet customer demands
  • Innovation rate
  • Customer growth rate
  • Customer integration
  • Customer loyalty

What are the characteristics of effective CRM?

Fortunately, there’s plenty of pointers that can quickly help you assess how effective your CRM activities are:

  • Reliability
  • Responsiveness
  • Accessibility
  • Safety
  • Courtesy
  • Consideration
  • Communication
  • Recognizing the customer
  • Competence
  • Responsiveness

What are SMART objectives?

Once you’ve started your journey towards effective customer relatiionship management, you’ll need introduce the concepts of objectives and measurement.

It will be much easier to keep track of your objectives and audit them regularly when you’re using SMART objectives.

  • Specific
  • Measurable
  • Achievable
  • Relevant
  • Time bound

We like to introduce an extra S to create SMARTS objectives to highlight the need that every objective needs to be supported by the organization

  • Supported by the organization

Can I edit the content and add my own company logo?

Yes. You can now add your own logo's and customize the course content freely using Microsoft Word and Powerpoint. You can also deliver the course materials where, when and as often as needed.


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