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
패션 기업에서 구현하는 프로세스와 가이드라인
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:

마르첼로 메시나
- 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.
엔리코 판타구치
- 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

본 과정은 패션 및 럭셔리 업계 전문가들이 패션 및 럭셔리 기업의 실제적 요구를 충족하도록 설계되었습니다.
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. 그 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, 그리고 uncover practical methods 에게 enhance customer interactions across multiple touchpoints.

By examining real-world scenarios, engaging in 데이터 analysis, 그리고 전략적 계획, this course provides professionals with the insights and tools needed to boost 고객 충의 and achieve 사업 성공.

CRM Course Course Learning material

학습 자료: 비디오 강의, 다운로드 가능한 프레젠테이션, 연습을 위한 Google 시트 템플릿.

고객 관계 관리