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Customer Relationship Management (CRM) Workshop

Customer Relationship Management (CRM) Workshop


The customer reletionship management (CRM) workshop is a master class presentet by Derek Hendrikz and aims to empower those who work with customers and also those who are responsible for customer management systems to understand, develop and implement a customer relationship management (CRM) system within their organisations.

On completion of the training programme, learners will be able to:

  • Understand the CRM process;

  • Do customer segmentation;

  • Manage and develop customer relationships;

  • Calculate and understand customer profitibility;

  • Assess customer defection risk;

  • Develop a customer value proposition (CVP);

  • Develop a customer retention strategy;

  • Know how to provide exceptional front desk service;

  • Respond to customer neds and problems; and

  • Know how to deal with difficult costomers.


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Day 1:

Day 2:

Day 3:


Administrative matters

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The CRM Process

Customer Provitability

Providing exceptional front desk customer service


Convenience Break


Creating the 'Black Box'

Customer Risk Analysis

Responding to customer needs and problems




Customer Segmentation

Developing the Customer Value Proposition (CVP)

Working with difficult customers


Convenience Break


Customer Relationship Development

Developing your customer retention strategy

Workshop reflection and evaluation


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Day 1:

 The CRM Process:

  • The need for CRM

  • The process of attracting, acquiring and retaining customers

  • Customer focus vs. customer driven

  • Reasons why CRM fail

  • Key success indicators for CRM


Creating the 'Black Box':

  • Organisational Black Box theory

  • Defining inputs

  • Defining outputs

  • Process theory

  • The master scorecard system

  • Direct vs. Inverse organisational relationships

  • Defining behaviour; the anatomy of collective mind – Organisational Paradigm

  • The Black Box and organisational values


 Customer Segmentation:

  • Basic principles of customer segmentation

  • indentifying target markets

  • Profiling variables

  • Profile design

  • Profile / product mapping


 Customer Relationship Development:

  • Retention through relationships (process and theory)

  • Defining relationship levels

  • Defining and quantifying relationship level criteria

  • Assessing customers

  • Relationship strategy


Day 2:

 Customer Profitibility (Option 1 - public service and non-profit organisations):

  • Understanding customer theory in the public service and non-profit organisations

  • Defining the people who sponsor your existence

  • Customer effeciency strategies

  • The impact of poor customer service in the public and non-profit sectors


 Customer Profitibility (Option 2 - private enterprise):

  • Credit risk management

  • Assessing customer profitibility

  • Customer effectiveness strategies

  • Cost of retaining profitable customers vs. cost of acquiring such customers


 Customer Risk Analysis:

  • What are the risks within CRM?

  • Calculating probability of losing customers

  • Calculating impact of losing customers

  • Developing customer loss mitigation and contingency plans


 Developing the Customer Value Proposition (CVP):

  • Adding values through products and services

  • Adding value through our people

  • Adding value through producing relevant results

  • Adding value through communication

  • Creating an overall "Wow" customer experience


Developing your Customer Retention Strategy:

  • The cost of farming vs. the cost of hunting

  • Evolotion or revolution

  • Analysing the need to compete

  • Do we cut the pie or do we create a new ie (Red vs. Blue)

  • Developing the process / project ratio

  • Making the choice

  • Identifying and developing strategic projects that will enhance customer retention 


Day 3:

Providing Exceptional Front Desk Customer Service:

  • Defining the 'moment of truth'

  • Understanding the power of complaints

  • The impact of customer memory

  • The customer feedback loop

  • KPI's for effective front desk service


Responding to Customer Needs and Problems:

  • What do customers want?

  • Price vs. quality

  • The problem - resolution process

  • Negotiating win / win solutions 


Working with Difficult Customers :

  • Rules of handling difficult customers

  • You can choose to react!

  • Two phases of handling difficult customers

  • Seven steps to dealing with difficult customers 



 Training Methodology:

Derek Hendrikz is a Certified Professional Trainer (CPT) with the Southern Africa Professional Trainers Association (SAPTA). In terms of ratings, Derek is internationally acclaimed and beyond comparison with thousands of highly satisfied customers.

The methodology is based on interactive learning, i.e. learners will learn by doing. Inspirational presentations are combined with facilitated sessions and experiential exercises. Furthermore learners will use examples from their own organisations, thus ensuring that learning is anchored at their workplace.

As with all Derek’s training programmes, he strives to effect actual change back at the workplace through effective and practical outcomes-based training.


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Internationally Beyond Comparison...


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