CRM Course

Lesson 1 • Core CRM Components

Identifies the three pillars: operational, analytical, and collaborative CRM. Connects each pillar to specific business functions.

Lesson 2 • What CRM Means for Business

Defines CRM as a strategy, process, and technology ecosystem. Establishes the vocabulary used throughout the course.

Lesson 3 • Measuring CRM Success

Introduces key performance indicators used to evaluate CRM effectiveness. Provides a baseline for goal-setting in later chapters.

Lesson 4 • History and Evolution of CRM

Traces CRM from manual contact management to AI-assisted platforms. Contextualizes modern tools within their historical development.

Lesson 1 • Data Privacy and Compliance

Covers consent management, data retention policies, and privacy regulations. Ensures learners handle customer data responsibly and lawfully.

Lesson 2 • Data Quality and Deduplication

Addresses duplicate records, incomplete fields, and stale data. Teaches systematic cleaning routines to maintain database integrity.

Lesson 3 • Data Segmentation Fundamentals

Introduces segmentation logic to group contacts by shared attributes. Segmentation enables targeted outreach covered in later chapters.

Lesson 4 • Data Types in CRM Systems

Distinguishes demographic, behavioural, transactional, and interaction data. Explains how each type drives different CRM activities.

Lesson 1 • Contact Record Architecture

Explains standard and custom fields, record ownership, and linking logic. Proper architecture prevents data fragmentation across teams.

Lesson 2 • Logging Interactions and Activities

Teaches consistent logging of calls, emails, meetings, and notes. Complete activity history enables informed follow-up and handoffs.

Lesson 3 • Contact Lifecycle Stages

Defines lifecycle stages from prospect to advocate and maps transitions. Stage accuracy drives pipeline reporting and marketing alignment.

Lesson 4 • Account Health Scoring

Introduces scoring models that quantify account engagement and risk. Health scores enable proactive retention and upsell prioritisation.

Lesson 1 • Creating and Qualifying Opportunities

Teaches opportunity creation from leads and accounts, plus qualification frameworks. Qualification filters ensure pipeline quality over quantity.

Lesson 2 • Pipeline Design and Stage Definition

Covers how to define pipeline stages aligned to the buyer journey. Clear stage criteria reduce subjective deal assessment.

Lesson 3 • Win-Loss Analysis and Pipeline Reporting

Teaches structured win-loss capture and pipeline performance reporting. Insights from closed deals improve future qualification and strategy.

Lesson 4 • Sales Forecasting in CRM

Introduces weighted pipeline, commit, and best-case forecast categories. Accurate forecasting connects CRM data to business planning.

Lesson 1 • Campaign Attribution and ROI

Introduces first-touch, last-touch, and multi-touch attribution models. Attribution connects marketing spend to pipeline and revenue outcomes.

Lesson 2 • Nurture Workflows and Journey Mapping

Builds multi-step nurture workflows aligned to buyer journey stages. Journey mapping ensures relevant content reaches the right audience.

Lesson 3 • Lead Scoring Models

Teaches demographic and behavioural scoring to prioritise sales-ready leads. Scoring bridges marketing and sales handoff quality.

Lesson 4 • Lead Capture and Routing

Covers web-to-lead forms, chatbot capture, and automated assignment rules. Fast, accurate routing reduces lead response time.

Lesson 1 • Service Level Agreements in CRM

Teaches SLA configuration, breach alerts, and compliance tracking. SLAs formalise service commitments and drive accountability.

Lesson 2 • Knowledge Base Integration

Covers building and linking a knowledge base to support cases. Self-service content reduces ticket volume and agent handle time.

Lesson 3 • Customer Satisfaction Measurement

Introduces CSAT, NPS, and CES surveys triggered by case closure. Satisfaction data feeds continuous service improvement cycles.

Lesson 4 • Support Analytics and Reporting

Covers ticket volume trends, resolution time, and agent performance reports. Analytics identify bottlenecks and training opportunities.

Lesson 1 • Dashboard Design Principles

Covers component types, layout best practices, and audience targeting. Well-designed dashboards reduce time-to-insight for stakeholders.

Lesson 2 • Key CRM Metrics and KPIs

Defines essential metrics across sales, marketing, and service functions. Shared KPI definitions align teams around common success measures.

Lesson 3 • Data-Driven Decision Making

Teaches how to translate report findings into actionable recommendations. Connects analytics output to strategic and operational decisions.

Lesson 4 • Building Custom Reports

Teaches field selection, filters, grouping, and formula fields. Custom reports surface insights not available in standard views.

Lesson 1 • CRM Audit and Gap Analysis

Provides a framework for evaluating current CRM configuration, data quality, and adoption. Audit findings become the input for optimisation planning.

Lesson 2 • Change Management for CRM

Covers communication plans, training rollouts, and resistance management. Effective change management is the top predictor of CRM adoption success.

Lesson 3 • CRM Governance and Administration

Establishes policies for field management, user access, and release cycles. Governance prevents configuration drift and data degradation over time.

Lesson 4 • Continuous Improvement Frameworks

Applies iterative improvement models to CRM processes and configurations. Regular review cycles keep the CRM aligned to evolving business needs.