To become more innovative, responsive to customers and adaptable to change, leading organizations are learning how to learn from high numbers of knowledgeable people. When customers, suppliers and staff willingly share expertise and experiences with one another, customers are loyal, everyone wins and business advantage is undeniable. For many organizations, up to date knowledge of what is relevant and important to customers distinguishes their offerings. Our challenge is to assimilate this rapidly-changing knowledge about markets and individual customers quickly and distribute it rapidly to be acted upon immediately in order to leverage it for improved performance. This means finding all of the knowledge which is embedded in and accessed through technologies and processes, stored in documents or embodied as enhanced staff capabilities and sharing it fast. In this light, technology and humans must interact in effective CRM processes that bring the latest knowledge from all stakeholders to the management of customer relationships. It is clear that efficient workflows and responsive knowledge feedback mechanisms in a web of electronic and personal interactions can help enhance customer loyalty and raise retention rates. However, experience has also shown that CRM is more than a technology issue. It is not just about software for organizing customer data. It is about changing the processes, interactions and culture of all of the partners in order to satisfy the ever-changing needs of the customer relationship and to provide seamless service. As business cycles shrink and customer relationships become more personalized and one-to one, only knowledgeable staff, flexible processes, and maneuverable technologies can support the swift transition required to continuously adapt, survive and thrive. This seminar will address these challenges and provide comprehensive peer group discussions about the issues. Covering both strategic and tactical aspects, it will help you start the evolution to a more responsive CRM/KM environment. Seminar Features Group Workshops throughout Structured group discussions Stakeholder Relationship Management Case studies from different industries Critical Success Factors for CRM knowledge flow Handling human change management A framework for aligned relationship, process, knowledge and technology development What You Will Learn The best practices for acquiring and enhancing human knowledge for customer and corporate benefit Lessons learned in creating and sharing knowledge Relationship-based measures of knowledge value-add How to synchronize customer knowledge with all stakeholder relationships Methods of building formal and informal knowledge networks How to select the appropriate enabling technologies to deliver the knowledge needed Steps towards creating a sharing culture Who Should Attend Senior Business and IT managers Sales and Marketing Managers Partnership and Relationship Managers Information Management Professionals Process Analysts and Designers Strategic Planners and Business Architects Project Managers and Team Leaders This seminar will help anyone who is contemplating using KM to enhance customer relationships. It will help those faced with implementing knowledge-enabling technologies or managing human-based business processes to make the right choices and build effective plans.

Seminar Outline

Why Knowledge is Critical for CRM? Customer-based Business Drivers Balanced Scorecard Measurement Disintermediated eCRM Mass Personalization and Flexibility Interruption vs. Permission Marketing The Foundation of KM for CRM Types and Dimensions of Knowledge Human and Embedded Knowledge Measuring Knowledge Value Contribution to Customer Value Add Knowledge Sharing The Critical Role of Business Processes Stakeholder Relationship Needs for CRM Corporate Mission and Business Drivers Customer Requirements as a baseline Suppliers and Partners Staff Owners Regulatory and Community Case Study 1: Internet Technology Provider Workshop 1: Documenting Relationship Needs and Criteria for Given Scenario Knowledge-Led Business Processes to Deliver CRM Solutions CRM Process Architecture Marketing Processes Sales Processes Service Delivery Processes R & D and Product Development Strategic Planning Lessons Learned: Closing the Loop Workshop 2: Building a CRM Process Architecture and Prioritizing CRM Change Designing Knowledge Sharing Processes The Knowledge Life Cycle Optimizing Individual Knowledge Communities of Practice: Real and Virtual Creating New Corporate Knowledge Distributing Corporate Knowledge Learning from Experience Patterns and Repeatable Trends

Organizing Knowledge Knowledge Organization Taxonomies Models as Knowledge Frameworks Documenting Knowledge Requirements Policy and Business Rules as Leverageable Knowledge Workshop 3: Finding the Knowledge to Support the Priority CRM Processes Workshop 4: Defining the Processes to Deliver the Knowledge Knowledge Management Technologies for eCRM Support Embedded Best Practices, Rules and Workflow Including Expert Systems One to One Marketing and Permission Marketing Support Human Collaborative Environments, Knowledge Portals and Groupware Multimedia Publishing & Intranets Knowledge Search / Access Facilities Business Intelligence Individual Learning Environments and Just-In Time Training The Knowledge Sharing Culture Buying, Brokering and Selling Knowledge Critical Success Factors for Optimum Knowledge Flow Building a Knowledge Sharing Environment Incentives and Recognition Human Change Management A Framework for Aligned Relationship, Process, Knowledge and Technology Development Case Study 2: Regulatory Agency Summary Starting a CRM/K M Program Organizing Roles

What Makes This seminar Unique