Fundamentals of CRM strategy
How can companies turn customer data into long-term relationships and measurable business value?
Introduction
In today’s mature and highly competitive markets, acquiring new customers is increasingly costly, while retaining existing ones has become a key driver of profitability and long-term growth.
This training introduces Customer Relationship Management (CRM) as a strategic approach (not just a tool) to build, manage, and strengthen customer relationships across the entire lifecycle. Participants will explore how CRM shifts marketing from a transactional logic to a relationship-driven model focused on retention, loyalty, and customer value maximization.
Through practical frameworks such as the IDIC model, the loyalty ladder, and customer bond strategies, the training provides a clear roadmap to implement CRM in real-world business contexts. It also addresses key challenges such as customer churn, market saturation, and the rise of non-traditional competition.
The session combines strategic insights with actionable methodologies, enabling participants to design, implement, and optimize CRM initiatives that deliver both marketing and financial performance.
What will you learn?
- understand CRM as a strategic approach to long-term customer relationship building;
- distinguish between traditional marketing and CRM-driven marketing;
- apply the IDIC framework (Identify, Differentiate, Interact, Customize) to their business;
- map and manage customers across the loyalty ladder (from prospect to advocate/partner);
- identify different types of customer churn and design appropriate retention strategies;
- build and strengthen customer bonds (financial, social, customization, structural);
- use customer data to personalize marketing actions and improve targeting;
- measure CRM performance through retention, loyalty, and customer lifetime value (LTV).
For whom?
- Marketing Managers & Digital Marketing Specialists
- Product Managers
- Entrepreneurs & Business Owners
- Consultants in marketing, data or digital strategy
- Students in Marketing, Business or Communication programs
Language
The training will be given in English, the slides of the presentation will be in English.
Participants may respond in the language of their choice.
Speakers
-
Florent Diverchy
Marketing Intelligence Manager at ProdupressFlorent spent 19 years at Bisnode, the European leader in data marketing, where he developed into a true expert in digital marketing. Following the rebranding of Bisnode Belgium to Black Tiger Belgium, Florent broadened his scope to explore data ethics and regulatory frameworks. He now serves a...
Register
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Prices
- UBA member: Free. The participation fee is included in your company's annual membership contribution.
- Standard: € 430 (excl. VAT).
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