CRM

CRM Online Course Description:

This is a CRM course specifically designed for fashion and luxury business that drives from the concrete experience on the field to provide you with practical knowledge, tools and metrics that you’ll be able to apply to your work from the moment you start learning.

You will acquire essential notions about managing CRM projects and utilize Customer Relationship Management tools for the fashion and luxury sector.

The course includes the study of CRM processes, the use of software applications, and the definition of objectives and KPIs for performance monitoring.

In this CRM Course you will explore how digital advancements are influencing customer behaviours and understand the crucial role of Customer Relationship Management (CRM) in this shift.

Fashion CRM Course Topics:

• Benefits of a CRM system
• CRM data analytics, metrics, and KPIs
• The CRM software explained
• The customer lifecycle
• CRM Workshop
• Overview of CRM and E-CRM in Fashion brands and e-tailers
• The organization of a CRM team
• The single customer view database
• Customer journey and consumer behaviour
• Use of Brand online communities
• Omnichannel processes through case studies
• Analytical and Operational CRM, with focus on data management
• CRM Strategy + Customer Centricity
• Customer lifecycle and essential tools
• Applying CRM throughout the lifecycle (audience segmentation, calculating customer loyalty and profitability, selecting campaigns, and creating contact plans)

CRM Online Course Methodology

The teaching methodology is based on the work of industry professionals working in fashion companies, e-tailers, and agencies. The typical structure of the lessons is:

• Objectives and structure of the digital marketing function in fashion companies;
• Performance measurement: monitoring results and KPIs;
• Toolbox function: learn the tools and software used by professionals;
• Analysis of best practices and case studies of Fashion & Luxury Brands
• Processus et directives mis en œuvre dans les entreprises de mode ;
• Consolidation: exercises, reflection¹ activities, and/or quizzes

CRM Course Trainers

The trainers of this CRM Course are two senior managers with more than 30 years combined experience in fashion and luxury Customer Relationship Management. Find out more here below about them:

• Marcello Messine
  • Worldwide E-Commerce, Digital Transformation & Omnichannel Executive
  • Marcello Messina is a senior executive with over 20 years of experience in international Retail environments (Fashion & Luxury, Telco, Cosmetics, etc.)
  • He helps define company objectives using digital channels, e-commerce, and CRM tools to create a seamless omnichannel retail experience.
• Enrico Fantaguzzi
  • E-Commerce and Digital Marketing Manager with experience in global brands including Gucci, The Walt Disney Company, Yoox, Woolrich, 7 For All Mankind
  • Enrico Fantaguzzi is Co-founder at Digital Fashion Academy
  • Digital and Ecommerce Advisor for fashion & luxury brands, fashion-tech startups and entrepreneurs

Main Benefits of the CRM Course

• La formation est conçue par des professionnels de la mode et du luxe pour répondre aux besoins réels des entreprises de la mode et du luxe ;
• The course is live via online meetings² with the possibility to view the lesson on-demand for 12 months;
• Participants can interact with the teachers and our community during and after the course.

Why taking this CRM Course

Contemporary fashion consumers have adopted an omnichannel approach to fashion buying. Le contemporary customer discovers fashion products using a multitude of channel: social media, in store research, official websites and apps. The CRM online course teaches fashion professionals and entrepreneurs how to adopt the point of view of the customer and how to talk with the customer using their preferred channels. This is key for success in the modern digital competitive market.

You will learn key CRM concepts in the fashion & luxury industry, develop a customer-focused approach, et uncover practical methods à enhance customer interactions across multiple touchpoints.

By examining real-world scenarios, engaging in données analysis, et stratégique planification, this course provides professionals with the insights and tools needed to boost client loyauté and achieve entreprise succès.

CRM Course Course Learning material

Matériel d'apprentissage: leçons vidéo, présentations téléchargeables, modèles Google Sheets pour les exercices.