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Description

Relationship Marketing and CRM: Segmenting, Retaining and Making Use of Customer Data

Turning the CRM into a genuine customer relationship tool rather than a poorly maintained contact register

  • 2 days — 14 h
  • In-person or virtual
  • Foundation
  • Up to 6 participants

The CRM is in place, yet records are incomplete, histories are scattered and nobody can say which customers are quietly walking away. Campaigns are sent to the entire database for want of reliable segments, and sales teams enter information they never see returned in any useful form.

Two days to regain control of customer data and put it to work: record quality, value-based and behavioural segmentation, loyalty programmes, early detection of at-risk customers and shared relationship indicators. This programme addresses the relationship use of the CRM, not the technical configuration of any specific vendor platform.

Learning objectives

  • Assess the quality and completeness of a customer database
  • Build a segmentation based on value and behaviour
  • Define relationship actions suited to each segment
  • Identify the warning signs of a customer at risk of leaving
  • Track the customer relationship using shared indicators

What makes this programme different

A customer database audit is carried out on a dataset provided during the session
The segmentation is built step by step and then tested against commercial realities
A twelve-month relationship plan is drafted for each segment

Programme

1Customer data

Knowing what the database actually contains

  • Mapping data sources and the overlaps between them
  • Measuring the completeness and freshness of records
  • Defining data entry rules that hold up day to day
  • Checking the lawful basis for processing and retention periods

2Segmenting the portfolio

Distinguishing customers in order to serve them better

  • Segmenting by value, tenure and purchase frequency
  • Cross-referencing buying behaviour with service usage
  • Naming the segments and setting their number
  • Assigning each customer to a segment in a repeatable way

3Building loyalty and keeping the relationship alive

Giving substance to each segment

  • Defining the relationship promise for each segment
  • Choosing contact channels and frequency
  • Designing an onboarding programme for new customers
  • Treating complaints as a lever for loyalty

4Detecting and measuring

Seeing a customer leave before they actually do

  • Spotting the signals of a weakening relationship
  • Designing a targeted win-back initiative
  • Choosing loyalty indicators to be tracked over time
  • Reporting results back to the sales teams

Who is it for

CRM managers · relationship marketing officers · customer relations managers and functional administrators of a CRM tool.

Prerequisites

Regular use of a CRM tool or of a structured customer database.

Dates & locations

36 scheduled dates between November 2026 and December 2027. Seats are confirmed in the order enquiries are received.

November 2026

December 2026

January 2027

February 2027

March 2027

April 2027

May 2027

June 2027

September 2027

October 2027

November 2027

December 2027

None of these dates suit you? We open additional sessions on request, and any programme can be run privately for your team.

Practical details

Before the programme
Online positioning questionnaire. Your development objectives are shared with the trainer, who tailors the practical case studies to your context.
Teaching methods
Theoretical input, workshops and practical case studies. Digital course materials and method sheets provided.
Assessment
Multiple-choice tests and role-play exercises. Assessment of learning at the start and end of the programme, with immediate and 60-day follow-up evaluations.
After the programme
One year of access to the e-learning platform. Self-assessment of the skills acquired and a 30-day follow-up session with your trainer.
How to register
Registration online or on the basis of a quotation.
Lead time
11 working days after confirmation of registration.
Accessibility
Accessible to people of determination. Contact our accessibility coordinator to design a suitable solution: contact@mpf-academy.ae
Start dates
Rolling intake: in addition to the scheduled sessions, this programme can start on request.