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Quest Training

Customer Data Management & CRM Analytics Training Course

Treats customer data as a strategic asset, covering quality, governance, integration and segmentation, plus CRM analytics for sales and retention decisions.

CRM · Customer Relationship & CRM TechnologyAll Levels#2569ClassroomEnglish , 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 managing customer data as a strategic business asset and using CRM analytics to generate actionable insights for customer engagement, sales performance, retention, and business growth. It connects customer data quality, governance, integration, segmentation, analytics, and decision-making within a structured CRM environment. Participants will examine customer data structures, data quality, master customer records, data integration, segmentation, customer lifecycle analysis, analytical models, dashboards, and performance indicators. The programme emphasizes transforming fragmented customer information into reliable and decision-ready intelligence. The course also addresses customer data governance, privacy, security, data cleansing, deduplication, analytical consistency, and the integration of CRM data with other business systems. Participants will explore how analytics can support customer acquisition, conversion, cross-selling, retention, churn management, and customer value analysis. Through practical exercises, participants will assess customer data quality, design customer data structures, develop segmentation approaches, analyse customer behaviour, build CRM performance indicators, and translate analytical findings into practical business actions.

Learning Objectives

  • Analyse the strategic role of customer data in CRM performance and customer management.
  • Assess customer data quality, completeness, consistency, and usability.
  • Design effective customer data structures and management practices.
  • Apply data cleansing, standardization, validation, and deduplication techniques.
  • Establish customer data governance, ownership, and accountability.
  • Integrate customer data from CRM and other business systems.
  • Develop meaningful customer segmentation and profiling approaches.
  • Analyse customer lifecycle, engagement, retention, and churn patterns.
  • Apply CRM analytics to sales, marketing, and customer service decisions.
  • Develop dashboards and performance indicators for customer management.
  • Identify opportunities for predictive and advanced customer analytics.
  • Translate CRM analytics into actionable customer and business improvement initiatives.

Who Should Attend

This course is designed for CRM Managers, Customer Data Managers, Customer Experience Leaders, Marketing Managers, Sales Managers, Customer Service Managers, and Data and Analytics Professionals. It is also suitable for Business Analysts, Data Governance Professionals, CRM Administrators, Digital Transformation Teams, Business Intelligence Specialists, Customer Operations Managers, and managers responsible for customer data quality, reporting, analytics, or performance. The programme is particularly relevant to organizations seeking to improve customer data quality, consolidate customer information, strengthen CRM analytics, and use customer intelligence to improve acquisition, retention, sales, and customer experience.

Learning Outcomes

  • Assess the quality and reliability of customer data.
  • Identify and resolve customer data inconsistencies and duplication.
  • Design structured customer data management practices.
  • Establish customer data ownership, governance, and quality controls.
  • Integrate customer information across CRM and connected business systems.
  • Develop customer segmentation based on meaningful business and behavioural attributes.
  • Analyse customer lifecycle and engagement patterns.
  • Identify indicators of customer churn and retention opportunities.
  • Develop CRM dashboards and performance measures.
  • Interpret customer analytics for sales, marketing, and service decisions.
  • Apply advanced analytical approaches to identify customer value and behaviour patterns.
  • Convert CRM insights into prioritized business and customer improvement actions.

Course Outline

Day 1

Customer Data Management Foundations & Data Quality

  • Strategic role of customer data in CRM.
  • Customer data structures and information requirements.
  • Customer master records and unified customer profiles.
  • Data quality dimensions and assessment.
  • Data completeness, accuracy, consistency, timeliness, and validity.
  • Data cleansing and standardization.
  • Duplicate customer records and identity resolution.
  • Data ownership and accountability.
  • Practical Application: Assess a customer dataset, identify quality issues and duplicates, and develop a customer data improvement plan.
Day 2

Customer Data Governance, Integration & Management

  • Customer data governance principles.
  • Data ownership, stewardship, and accountability.
  • Customer data policies and quality standards.
  • CRM data lifecycle management.
  • Integrating customer data from multiple sources.
  • CRM and enterprise system integration.
  • Data synchronization and consistency.
  • Privacy, security, and controlled access to customer information.
  • Monitoring customer data quality.
  • Practical Application: Design a customer data governance and integration framework covering ownership, standards, quality controls, and data flows.
Day 3

Customer Segmentation, Behaviour & Lifecycle Analytics

  • Principles of customer segmentation.
  • Demographic, behavioural, value-based, and needs-based segmentation.
  • Customer profiling and persona development.
  • Customer lifecycle analysis.
  • Customer acquisition and conversion analysis.
  • Engagement and interaction analysis.
  • Retention and churn analysis.
  • Customer value and profitability analysis.
  • Identifying cross-selling and up-selling opportunities.
  • Practical Application: Develop a customer segmentation model and analyse customer lifecycle and behavioural patterns to identify priority opportunities.
Day 4

CRM Analytics, Dashboards & Business Intelligence

  • CRM analytical frameworks and use cases.
  • Sales performance and pipeline analytics.
  • Marketing campaign and lead analytics.
  • Customer service and interaction analytics.
  • Retention, churn, and customer value indicators.
  • CRM dashboards and executive reporting.
  • Designing meaningful customer KPIs.
  • Trend and performance analysis.
  • Translating analytical findings into management decisions.
  • Practical Application: Design a CRM analytics dashboard with customer, sales, marketing, service, retention, and value indicators.
Day 5

Advanced CRM Analytics & Customer Intelligence Strategy

  • Predictive customer analytics concepts.
  • Churn prediction and retention prioritization.
  • Customer lifetime value analysis.
  • Next-best-action and personalized engagement concepts.
  • Identifying high-value customer segments.
  • Using analytics to improve customer experience.
  • Building a customer intelligence capability.
  • Measuring the business value of CRM analytics.
  • Continuous improvement of customer data and analytics.
  • Final Workshop: Develop a customer data management and CRM analytics roadmap covering data quality, governance, integration, segmentation, analytical capabilities, dashboards, advanced analytics, business value, and implementation priorities.

Upcoming Dates

Selected date

Madinah · 8 – 12 Mar 2027 · Classroom

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CityDatesPrice per ParticipantEarly Bird
MuscatScheduled
2 – 6 Nov 2026€5,300—
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ParisConfirmed
9 – 13 Nov 2026€5,700—
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SalalahScheduled
16 – 20 Nov 2026€5,300—
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RabatScheduled
16 – 20 Nov 2026€4,300—
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RiyadhConfirmed
23 – 27 Nov 2026€4,200€3,780until 2 Nov
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RomeScheduled
30 Nov – 4 Dec 2026€5,800€5,220until 9 Nov
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TunisiaScheduled
30 Nov – 4 Dec 2026€3,800€3,420until 9 Nov
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ViennaScheduled
7 – 11 Dec 2026€5,700€5,130until 16 Nov
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Sharm El-SheikhScheduled
7 – 11 Dec 2026€4,300€3,870until 16 Nov
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AmmanScheduled
13 – 17 Dec 2026€3,100€2,790until 23 Nov
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AmsterdamScheduled
21 – 25 Dec 2026€5,400€4,860until 30 Nov
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BarcelonaScheduled
28 Dec 2026 – 1 Jan 2027€5,400€4,860until 7 Dec
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AbujaScheduled
28 Dec 2026 – 1 Jan 2027€5,100€4,590until 7 Dec
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CairoScheduled
4 – 8 Jan 2027€3,300€2,970until 14 Dec
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DammamScheduled
11 – 15 Jan 2027€4,200€3,780until 21 Dec
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CasablancaScheduled
11 – 15 Jan 2027€4,300€3,870until 21 Dec
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DohaScheduled
18 – 22 Jan 2027€4,400€3,960until 28 Dec
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AccraScheduled
18 – 22 Jan 2027€5,100€4,590until 28 Dec
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DubaiScheduled
24 – 28 Jan 2027€4,400€3,960until 4 Jan
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FrankfurtScheduled
1 – 5 Feb 2027€5,800€5,220until 11 Jan
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BangkokScheduled
1 – 5 Feb 2027€6,100€5,490until 11 Jan
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GenevaScheduled
8 – 12 Feb 2027€6,300€5,670until 18 Jan
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IstanbulScheduled
15 – 19 Feb 2027€4,700€4,230until 25 Jan
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BeirutScheduled
21 – 25 Feb 2027€4,000€3,600until 1 Feb
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Kuala LumpurScheduled
22 – 26 Feb 2027€4,400€3,960until 1 Feb
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LondonScheduled
1 – 5 Mar 2027€5,600€5,040until 8 Feb
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LisbonScheduled
1 – 5 Mar 2027€5,400€4,860until 8 Feb
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MadinahScheduled
8 – 12 Mar 2027€4,200€3,780until 15 Feb
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Cape TownScheduled
15 – 19 Mar 2027€5,100€4,590until 22 Feb
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MadridScheduled
15 – 19 Mar 2027€5,400€4,860until 22 Feb
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Available in: Istanbul · Dubai · London · Riyadh · Doha · Amsterdam

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