CRM Strategy: a practical approach on your own case

Course overview

Description generated based on course syllabus and open data.

The material covers methods for building a CRM strategy that aligns processes, data, and communications for managed customer interactions. Focus on your own case: loyalty program analysis, customer base segmentation, promo offer logic, CRM communications planning, and system selection.

Who a CRM strategy fits and who may not benefit

Customer relationship management: target roles

• Suitable for: CMOs/marketing managers, CRM specialists, analysts, product and eCommerce managers, contact center leads.
• Relevant to companies with repeat sales, loyalty programs, and large or growing customer bases.
• Not suitable if there is no basic customer data, no readiness to adjust processes, or if a one-off blast without a framework is expected.

CRM problems → expected effects of a strategy

CRM communications and data: from chaos to structure

• Problem: fragmented campaigns and message duplication.
  Effect of methods: contact calendar and trigger prioritization.
• Problem: no segmentation or relevance.
  Effect of methods: behavioral/value-based segments and rule-based personalization.
• Problem: unclear CRM impact.
  Effect of methods: RFM/CLV/retention metrics and attribution of CRM activities.
• Problem: uncertain tool choice.
  Effect of methods: platform selection criteria (HubSpot, Creatio, etc.) aligned to goals and scale.
• Problem: overloaded contact center.
  Effect of methods: chatbots and automation of routine scenarios.

CRM strategy vs alternatives for managing customer operations

Comparison with standalone tactics

• One-off campaigns without a framework: fast start yet unstable outcomes and overspend; a CRM strategy defines contact rules, segments, and goals.
• Performance ads only: focused on acquisition; CRM addresses retention and customer lifetime value.
• ERP/BI without CRM logic: reports exist, interaction scenarios do not; a CRM strategy couples analytics with contact flows.
• Custom build without methodology: lengthy and risky; a CRM strategy provides requirements, KPIs, and an implementation roadmap.

Intended learning outcomes of the CRM strategy program

Competencies and deliverables

• CRM goal map aligned to business processes.
• Segmentation (RFM/behavioral), contact rules, frequency, and channels.
• Promo offer framework and discount/retention governance.
• Retention/CLV metrics and basic attribution for CRM activities.
• CRM platform selection brief (including criteria for HubSpot, Creatio).
• Test plan, triggers, and a content matrix for CRM communications.

Expertise and experience in CRM strategy

Instructor and guest experts

• Nataliia Khomik, CMO at “Territory of Minimal Prices”: 22+ years in marketing, 12 in CRM; CRM strategies and communications, Vodafone Bonus loyalty relaunch, chatbot deployments.
• Ihor Filipenko, RBC Group: 30+ AI-driven projects for segmentation, behavior patterns, churn prediction, and personalization.
• Alina Kulishova, Laba Group: oversees 1.5M+ customer base; HubSpot migration across 7 markets.
• Alona Shyshko, Creatio: 10+ years in B2B; solution selection for digital transformation (Avrora, MTI, EVA, Meest Group, Azerconnect).

Structure and format: CRM strategy in practice

Hands-on work with your own data

• Loyalty program and contact policy audit.
• Customer base segmentation and promo offer design.
• CRM communications planning and tool selection.
• Baseline analytics setup and retention KPIs.