Customer Data Management
What you'll learn
Explain the three core functions of CRM in managing customer data and journeys
Apply seven customer segmentation methods that fit different marketing goals
Build a five-step process for creating and managing customer segments in a CRM
Set up behavior-based dynamic segments to personalize messages in real time
Evaluate the performance of each segment and fine-tune criteria using real data
Skills covered in this course
Languages
Course description
A software company sent the same new-feature email to all three thousand of its customers, from two-person shops to enterprises with two hundred employees. The open rate was only 8%, the click rate 1.2%, and customers at both ends found the content irrelevant to them. This lesson shows why treating customers as one uniform block is always costly, and how CRM and customer segmentation fix that problem. You will learn the three core CRM functions: centralizing data, tracking the customer journey, and automating workflows. Next come seven popular segmentation methods: demographic, behavioral, psychographic, B2B firmographic, lifecycle stage, value-based, and loyalty-based, each with real-world examples. The final part walks through a five-step process for building segments in a CRM, from defining goals, cleaning data, and choosing criteria, to setting up dynamic segments and reviewing and fine-tuning them regularly. This is the foundation that makes every future marketing message reach the right person, at the right time, with the right need.
WHAT'S INCLUDED
Unlimited access forever
Price with free access
