DCCM Certified | Green Belt

Course Objectives

Introduction to Customer Centricity Management (CCM)

After completing this module you will:

• Have a strategic understanding of CCM, understand the CCM concept and the application of CCM principles in practice.
• Know psychological, behavioural and economic key performance indicators and the concept of the success chain in CCM.
• Know the differences between transactional and relationship-oriented marketing and know the effects on the business model.

CRM Strategy, CRM Objectives, CRM Balanced Scorecard

After completing this module you will:

• Be able to name the tasks, requirements and characteristics of strategic CRM and classify them into holistic CRM concepts.
• Know the benefits of CRM maturity models and can use them to assess companies.
• Know why and how to anchor the topic CRM on a strategic level.
• Know Payne‘s CRM framework.
• Be able to align a business model with the customer.

Customer Perceived Value Analysis

After completing this module you will:

• Be able to explain the concept of customer value from the customer's point of view using the theoretical foundation of the Means End approach and can put it into concrete terms using Maslow's pyramid of needs.
• Know how to put the Means End theory into the context of customer satisfaction and customer experience.
• Be able to reflect the special challenges of the term/concept from the CCM perspective.
• Know different methods for measuring customer value from the customer's perspective and their suitability for different business contexts.

Customer Value Assessment

After completing this module you will:

• Recognise the importance of customer value analyses for customer relationship management.
• Be able to differentiate the two perspectives of the term "customer value”.
• Know how to distinguish between the different methods for analysing customer value from a company's point of view.
• Be able to perform a simple customer lifetime value analysis.
• Understand how today's customer values, future (also monetary) customer potentials and customer loyalty evaluations are connected.

Big Data, Data Lakes, Artificial Intelligence, Customer Analytics

After completing this module you will:

• Know the levels of customer analytics (descriptive, predictive and prescriptive).
• Know the process of customer segmentation.
• Understand the meaning, origin and characteristics of Big Data.
• Know the differences between structured and unstructured customer data.
• Know the possibilities (database and data lakes) and limitations of storing and processing customer data.
• Know the term AI and can differentiate the terms AI, Machine Learning and Deep Learning.
• Know the different types of AI and understand the terms NLP and neural networks.
• Know how to use AI to make new personalised customer offers, improve customer service (bots, language assistants, identification and automation).
• Understand the identification of customers as the first step to a successful CCM.
• Understand the importance of a data collection plan for customer relationship management.
• Know the "give to get" principle of modern CCM.

Customer Experience Management

After completing this module you will:

• Understand the importance of comprehensive customer experience management and understand the impact of CCM on growth and profitability.
• Be able to meaningfully define the term customer experience management and understand the role of emotions in the concept.
• Know how to apply the concept of the customer experience chain and know examples of this.
• Understand how individual experiences have both functional and emotional stimuli.
• Know the typical customer journeys in different industries.
• Know concepts for measuring the customer journey.

Touchpoint Management

After completing this module you will:

• Know what a touchpoint is and how the customer experience chain and touchpoints are put together to form the customer journey.
• Know how to use the IMPACT principle for strategic selection of customer touchpoints.
• Have an overview of the most important design elements of communities.
• Know the challenges for the design of the customer journey.
• Know guidelines for the design of the customer journey.
• Know a systematic process for the design of consistently positive customer journeys.

CCM in Marketing, Campaign Management, Individualization

After completing this module you will:

• Have a basic understanding of the business processes in CCM.
• Know the various processes in marketing, sales and service and understand the reciprocity of inbound and outbound communication episodes in the customer relationship.
• Be able to apply the "closed-loop principle" of CCM to processes in marketing and sales.
• Understand the importance and the different stages of an individualized campaign process.
• Know how to set up a simple model for campaign management.
• Understand how modern technologies contribute to the individualization of campaigns and products.
• Have an impression of the possibilities that automation offers in marketing.