Manchester Business School is running its new Customer Relationship Management (CRM) Master Class on the 12th April. The course will take participants from the essential concepts to formulating a tailor-made strategy that can be implemented with the help of the School. Aimed at senior executives, who wish to develop or are already responsible for a CRM strategy, the Master Class is designed to give them the knowledge and skills to create a highly cost effective sustainable competitive advantage.

The programme will include:
- the CRM value chain – a five-step approach for developing a successful CRM strategy;

- SCOPE – a model that identifies the role that suppliers (S), owners (O), partners (P) and employees (E) have in building long relationships with customers (C);

- e-CRM – the use of e-business technologies and processes to help manage customer relationships;

- relationship constraint analysis – a tool which can be used to get data which can help companies improve their customer relationships.

Francis Buttle, Littlewoods professor of customer relationship management, said: "Studies by Bain &Co have shown that a 5% improvement in customer retention can increase profits by 95%. We will, through case studies, explain how to implement an effective CRM strategy. The Master Class will offer guidance on participant's own strategies."
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The Master Class is accredited towards those participants working towards chartered status of the Chartered Institute of Marketing (7 hours CPD).

Further information is available from Helen Jones in the Executive Development Centre, at Manchester Business School on 0161-275 7082, or e-mail: h.jones@fs2.mbs.ac.uk or visit the School’s website: http://www.mbs.ac.uk/edc