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Description

CRM and Relationship Marketing: Structuring Data, Segmenting and Building Customer Loyalty

Turning the CRM into a genuine customer relationship tool rather than an incomplete and under-used contact database

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

A half-completed CRM serves no one: duplicate records, empty fields, missing interaction histories, follow-up messages sent to customers who have just purchased. Sales and marketing teams then work from parallel spreadsheets and customer knowledge stays in people's heads. Campaigns lose relevance and customers feel it.

Two days to rebuild the approach: defining the data that matters and how it is governed, segmenting the database, designing relationship scenarios for each stage of the customer lifecycle and measuring what they deliver. All work is carried out on a sample database and on each participant's own context.

Learning objectives

  • Define the customer data to be collected and the associated quality rules
  • Segment a database according to value and purchasing behaviour
  • Design relationship scenarios for each stage of the customer lifecycle
  • Combine email, telephone and point-of-sale channels within a single journey
  • Measure relationship performance and the customer loyalty achieved

What makes this programme different

Hands-on work on a deliberately incomplete sample customer database to be cleansed and segmented
A complete relationship scenario is designed and scripted message by message
Data collection and retention rules are defined jointly with marketing

Programme

1Relationship Strategy and the Role of the CRM

Knowing what the tool is meant to support

  • Position relationship marketing alongside acquisition marketing
  • Describe the customer lifecycle and its key moments
  • Identify the commercial processes to be supported by the tool
  • Set relationship objectives and the indicators expected

2Customer Data and Database Quality

Making the database a reliable source

  • Define useful data fields and mandatory entries
  • Organise data capture at every point of contact
  • Handle duplicates, invalid addresses and empty fields
  • Set out consent and data retention rules

3Segmentation and Targeting

Speaking to customer groups rather than to a list

  • Build segments by value and by behaviour
  • Analyse purchase recency, frequency and value
  • Detect churn signals and customers to be reactivated
  • Define contact priorities for each segment

4Relationship Scenarios and Measurement

Triggering the right message at the right moment

  • Design welcome, follow-up and loyalty scenarios
  • Write the messages and combine the channels
  • Set up triggers and contact frequency rules
  • Measure results and adjust the scenarios

Who is it for

Marketing managers and officers responsible for customer relations, product managers, office-based sales staff and SME business owners.

Prerequisites

No prerequisites

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.