Time:
This exercise will take about 30 minutes to complete. In total, allowing for discussion, we recommend allowing 60 minutes to complete this module.

Aims:
• To consider the importance of IT in a Customer Relationship Management (CRM) strategy.
• To introduce participants to predictive analytics and data mining.
• To consider how data can be used within the participants' organisation.

Group Size:
This module is suitable for use with groups of up to 25 participants.

Useful For:
Staff at all levels.

You'll Need:
Nothing other than the materials provided.

Notes:
This is the third in a series of four modules that look at CRM as a topic in its own right.

Further modules on this subject include CRM 1 - Introducing CRM, CRM 2 - Customer Perspective and the practical exercise based CRM 4 - A Plan for Dune Races.

This module looks at the use of data as part of a customer relationship strategy. Such use must take account of the implications of the Data Protection Act and privacy laws. The following is a link to the Information Commissioner’s Office website, which is a great source of information about privacy and data protection legislation: www.ico.gov.uk/.

Overseas customers – the Data Protection Action is UK legislation that governs the way customer data is collected and stored – you may have similar legislation to consider.