INSEAD On-Line, the e-learning division of INSEAD, Europe’s leading business school, and leading consulting and integrated learning specialist, Academee, are launching a unique new Customer Relationship Management (CRM) e-learning course.

The course is designed for anyone reviewing or advising on the CRM function within an organisation. And because content is based on knowledge from both academic research and practitioners, it provides a comprehensive understanding not only of the theory behind CRM, but also its successful application in the workplace.

As an online course, the introduction to CRM maximises on the opportunities of e-learning by providing rich content including models and tools that can be applied to strategy, as well as trends, data and information on real-life experience. The collaborative e-learning environment enables participants to network, share experiences and join in discussion with learners from other organisations as well as benefit from expert e-coaching.

Jane Sommers-Kelly, managing director of INSEAD On-Line, said: “We are delighted to have chosen Academee as the e-learning partner for this CRM course which we believe addresses a real need in companies’ evolving customer strategies.

“The ability for anyone involved in CRM to access online a course that is wholly dedicated to this subject, how to approach it and what to expect, is invaluable for organisations in any sector.

The course is launched in January 2002 with a two-hour introduction to CRM. It enables participants to judge whether CRM is appropriate for their company and to recognise and meet the different needs of each customer. It is facilitated by an online coach, and a company can sponsor a group of managers so they can also learn about company-specific CRM issues.

Simon Hayward, CEO of Academee, said: “The values and philosophies that INSEAD On-Line and Academee share revolve around how to implement and use world-class knowledge in a commercial environment. We both believe in the practical application of learning in the workplace and we both are consistently focused on problem-solving and creating a practical learning environment.

“The academic rigour of INSEAD combines well with our e-learning development techniques to produce a CRM course that brings the best academic learning out of the classroom and on to the desktop. And because INSEAD is a truly European institution, this course has been developed to reflect that, so it can be used by companies across the continent and beyond.”