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Quest Training

CRM Strategy & Implementation Training Course

Helps organizations build a CRM strategy that aligns customer engagement, processes, data and technology, reaching beyond software to adoption and real value.

CRM · Customer Relationship & CRM TechnologyAll Levels#2568ClassroomEnglish , Arabic
Duration
5 Days
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Free substitution at any time · 30+ days' notice: full refund minus 10%. Cancellation policy

Sectors:Sales, Marketing & Customer ExperienceCategories:Customer Relationship & CRM Technology

Course Overview

This advanced practical course focuses on developing and implementing an effective Customer Relationship Management (CRM) strategy that aligns customer engagement, business processes, technology, data, and organizational objectives. It moves beyond CRM software deployment to address the operating model, customer lifecycle, process integration, adoption, and measurable business value. Participants will examine CRM strategy development, customer journey management, CRM operating models, requirements analysis, process design, data management, technology selection, implementation planning, integration, automation, and performance measurement. The programme emphasizes practical decisions required to translate CRM objectives into an executable implementation programme. The course also addresses CRM governance, data quality, customer segmentation, sales and service processes, user adoption, change management, security, reporting, and continuous improvement. Participants will learn how to avoid common implementation challenges such as unclear ownership, poor data quality, fragmented processes, weak adoption, and technology-led deployments without sufficient business alignment. Through practical exercises, participants will assess CRM readiness, define strategic priorities, map customer and business processes, develop implementation requirements, prioritize CRM capabilities, establish governance, and build a structured roadmap for successful CRM transformation.

Learning Objectives

  • Analyse the strategic role of CRM in customer-centric business transformation.
  • Assess current CRM maturity, capabilities, processes, data, and technology.
  • Define CRM objectives aligned with business and customer experience priorities.
  • Map customer journeys and identify critical customer interaction points.
  • Design CRM processes across sales, marketing, service, and customer engagement.
  • Develop CRM functional, data, integration, and reporting requirements.
  • Evaluate CRM technology and implementation options against business needs.
  • Establish CRM governance, ownership, data standards, and decision rights.
  • Develop implementation plans covering scope, resources, risks, and dependencies.
  • Strengthen user adoption, change management, and organizational readiness.
  • Define CRM performance indicators and mechanisms for measuring business value.
  • Develop a practical roadmap for CRM implementation, optimization, and continuous improvement.

Who Should Attend

This course is designed for CRM Managers, Customer Experience Managers, Sales and Marketing Leaders, Customer Service Managers, Digital Transformation Professionals, and Business Process Owners. It is also suitable for CIOs, IT Managers, Business Analysts, Project Managers, Enterprise Architects, Data and Analytics Professionals, Customer Operations Leaders, and senior managers responsible for CRM strategy, implementation, adoption, or performance. The programme is particularly relevant to organizations implementing a new CRM platform, replacing an existing system, consolidating fragmented customer data, or seeking to improve customer engagement and operational performance through CRM.

Learning Outcomes

  • Assess organizational readiness and CRM maturity.
  • Define a CRM strategy aligned with business and customer objectives.
  • Map customer journeys and identify improvement opportunities.
  • Design integrated CRM processes across customer-facing functions.
  • Develop structured CRM business and technology requirements.
  • Evaluate CRM platforms and implementation approaches.
  • Establish CRM data governance and quality management practices.
  • Define integration, automation, reporting, and analytics requirements.
  • Develop an implementation plan with priorities, dependencies, resources, and risks.
  • Establish governance structures and clear CRM ownership.
  • Develop adoption and change management approaches.
  • Build a measurable CRM transformation roadmap and continuous improvement framework.

Course Outline

Day 1

CRM Strategy, Customer Centricity & Readiness Assessment

  • Strategic role of CRM in business performance.
  • CRM as an operating model rather than a technology platform.
  • Customer-centric strategy and value creation.
  • CRM maturity assessment.
  • Current-state process, technology, and capability analysis.
  • Customer segmentation and customer value.
  • Customer lifecycle and journey mapping.
  • Identifying customer experience and operational gaps.
  • Defining CRM vision, objectives, and strategic priorities.
  • Practical Application: Assess the CRM maturity of a selected organization and develop a CRM vision with strategic priorities.
Day 2

CRM Process Design & Customer Journey Management

  • Customer journey mapping and interaction analysis.
  • Sales process and opportunity management.
  • Marketing campaign and lead management.
  • Customer service and case management.
  • Customer onboarding and retention processes.
  • Cross-functional customer information flows.
  • Process standardization and automation opportunities.
  • Defining customer experience requirements.
  • Designing future-state CRM processes.
  • Practical Application: Map a complete customer journey and redesign critical CRM processes across sales, marketing, and customer service.
Day 3

CRM Technology, Data & Integration

  • CRM platform capabilities and architecture.
  • Functional and technical CRM requirements.
  • CRM data models and customer information structures.
  • Data quality, cleansing, deduplication, and governance.
  • Integration with ERP, marketing, service, communication, and analytics systems.
  • Workflow and process automation.
  • Reporting, dashboards, and customer analytics.
  • Technology evaluation and selection criteria.
  • Migration and data transition considerations.
  • Practical Application: Develop a CRM requirements framework covering functionality, data, integration, automation, reporting, and analytics.
Day 4

CRM Implementation, Governance & User Adoption

  • CRM implementation lifecycle and delivery approaches.
  • Project scope, phases, milestones, and dependencies.
  • Implementation risks and mitigation strategies.
  • CRM governance and decision-making structures.
  • Roles, ownership, and accountability.
  • User adoption and stakeholder engagement.
  • Training, communication, and change management.
  • Testing, deployment, and go-live readiness.
  • Post-implementation support and stabilization.
  • Practical Application: Develop an implementation plan and adoption framework covering governance, resources, risks, testing, training, and deployment readiness.
Day 5

CRM Performance, Optimization & Transformation Roadmap

  • CRM performance management and business value.
  • Key performance indicators and executive dashboards.
  • Sales, marketing, service, and customer experience metrics.
  • Measuring adoption and process effectiveness.
  • Customer data and analytics for decision-making.
  • Continuous improvement and CRM optimization.
  • CRM portfolio and enhancement management.
  • Governance of future CRM changes and integrations.
  • Scaling CRM capabilities across the organization.
  • Final Workshop: Develop and present a complete CRM strategy and implementation roadmap covering customer journeys, target processes, technology requirements, data, integration, governance, implementation priorities, adoption, performance measures, and continuous improvement.

Upcoming Dates

Selected date

Kuala Lumpur · 1 – 5 Mar 2027 · Classroom

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CityDatesPrice per ParticipantEarly Bird
MuscatConfirmed
2 – 6 Nov 2026€5,300—
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OnlineScheduled
8 – 12 Nov 2026€1,700—
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ParisScheduled
16 – 20 Nov 2026€5,700—
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RabatScheduled
23 – 27 Nov 2026€4,300€3,870until 2 Nov
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RiyadhConfirmed
30 Nov – 4 Dec 2026€4,200€3,780until 9 Nov
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RomeScheduled
30 Nov – 4 Dec 2026€5,800€5,220until 9 Nov
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TunisiaScheduled
7 – 11 Dec 2026€3,800€3,420until 16 Nov
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ViennaScheduled
14 – 18 Dec 2026€5,700€5,130until 23 Nov
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AmmanScheduled
20 – 24 Dec 2026€3,100€2,790until 30 Nov
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AmsterdamScheduled
28 Dec 2026 – 1 Jan 2027€5,400€4,860until 7 Dec
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BarcelonaScheduled
4 – 8 Jan 2027€5,400€4,860until 14 Dec
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CairoScheduled
11 – 15 Jan 2027€3,300€2,970until 21 Dec
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CasablancaScheduled
11 – 15 Jan 2027€4,300€3,870until 21 Dec
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DammamScheduled
18 – 22 Jan 2027€4,200€3,780until 28 Dec
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DohaScheduled
25 – 29 Jan 2027€4,400€3,960until 4 Jan
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DubaiScheduled
31 Jan – 4 Feb 2027€4,400€3,960until 11 Jan
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FrankfurtScheduled
8 – 12 Feb 2027€5,800€5,220until 18 Jan
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GenevaScheduled
15 – 19 Feb 2027€6,300€5,670until 25 Jan
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IstanbulScheduled
22 – 26 Feb 2027€4,700€4,230until 1 Feb
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Kuala LumpurScheduled
1 – 5 Mar 2027€4,400€3,960until 8 Feb
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LisbonScheduled
1 – 5 Mar 2027€5,400€4,860until 8 Feb
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LondonScheduled
8 – 12 Mar 2027€5,600€5,040until 15 Feb
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MadinahScheduled
15 – 19 Mar 2027€4,200€3,780until 22 Feb
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MadridScheduled
22 – 26 Mar 2027€5,400€4,860until 1 Mar
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MakkahScheduled
29 Mar – 2 Apr 2027€4,200€3,780until 8 Mar
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ManamaScheduled
5 – 9 Apr 2027€4,700€4,230until 15 Mar
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MarbellaScheduled
12 – 16 Apr 2027€5,400€4,860until 22 Mar
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MarrakeshScheduled
19 – 23 Apr 2027€4,300€3,870until 29 Mar
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MilanScheduled
19 – 23 Apr 2027€6,000€5,400until 29 Mar
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MunichScheduled
26 – 30 Apr 2027€5,400€4,860until 5 Apr
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Available in: Istanbul · Dubai · London · Riyadh · Doha · Amsterdam

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