Structure the process. Organise the data. Act on what the CRM tells you.
View Dates & ApplyTools Covered
Inside Your Toolbox
Specific tools depth of coverage may vary based on industry trends and learner needs.
Customer Relationship Management
Manage customer interactions and relationship processes consistently across the customer lifecycle rather than as isolated system tasks.
Customer Lifecycle and Segmentation
Define lifecycle stages, transition criteria, handoffs and responsibilities, and segment customers by behaviour, status and value.
CRM Configuration
Set up and use customer records, process stages, activities, segments and lists in a working CRM environment.
Responsible Customer Data Handling
Apply ownership, accuracy, access, consent and retention considerations when maintaining customer information.
Business Requirements Mapping
Analyse current customer processes, identify gaps and translate business and customer needs into CRM requirements and priorities.
Data Collection and Analysis
Prepare, import, organise and quality-check customer, account and relationship data for reliable CRM use.
CRM Measurement and Reporting
Select measures that answer defined business questions, build basic reports and dashboards and interpret the results.
CRM Implementation and Adoption
Assess platform fit, data readiness, user roles and adoption risks, and prioritise phased improvements with measures of success.
Course Outcomes
Learning Outcomes
By the end of the course, you will be able to:
- Analyse existing customer relationship processes, identify gaps and map business and customer requirements into appropriate CRM improvement priorities.
- Map customer lifecycle and relationship stages, define relevant customer segments, and determine the information, responsibilities and process requirements needed at each stage.
- Collect, organise and manage customer, account and relationship data in a CRM while applying appropriate data quality, ownership and responsible data-handling practices.
- Configure and use core CRM functions to manage customer records, process stages, activities, segmentation and other relationship information in a practical CRM environment.
- Select and interpret relevant CRM measures, reports and dashboards to identify customer and business insights and support appropriate operational decisions.
- Recommend practical CRM implementation and adoption actions based on business requirements, data readiness, user needs, platform capabilities and improvement priorities.
Course Outline
What You’ll Learn
The course follows the CRM cycle end to end. You begin with the business and customer requirements, define lifecycle stages and segments, organise the underlying customer data, configure a working CRM, then measure, interpret and plan practical improvements. Both days are delivered through interactive presentation, trainer demonstrations, case studies, drill and practice, problem solving and discussion.
Trainers
Meet Your Educators
Jonathan Koh
Target Audience
Who Should Attend
This course is designed for working professionals involved in managing customer information, interactions and relationship processes, and for managers and business owners responsible for improving how those processes work.
- Sales and business development professionals
- Marketing operations professionals
- Customer success and service operations personnel
- Customer lifecycle and relationship management roles
- Managers responsible for customer-facing processes
- Business owners improving how customer information and interactions are managed
- Other professionals required to manage customer records, track relationship activities or use CRM information for operational decision-making
Certification Pathway
Get Certified
A Certification of Completion by Equinet Academy will be awarded to candidates who have demonstrated competency in the Customer Relationship Management (CRM) course assessment and achieved at least 75% attendance.
Course Fee
Fund Your Brain Gain
Gain practical skills and resources you can apply immediately at work.
| Module | Investment |
|---|---|
| Customer Relationship Management (CRM) | S$499.00 |
After the Course
Post-training Support
Your learning does not stop when the course ends. All graduates get ongoing access to three support channels included in the course fee.
Alumni Community
Join the Equinet Insider Network. Ask questions, share wins, and connect with fellow graduates and industry practitioners.
Live Post-Training Mentoring Sessions
Attend live group mentoring sessions with industry subject matter experts. Bring real problems from your work and get practitioner feedback.
Direct Trainer Access
Continue the conversation with your trainer after the course ends. Bring questions from real work and get practitioner feedback.
Post-training mentoring clinic sessions are included in your course fee.
1:1 paid mentoring sessions are also available for graduates who want deeper, project-specific guidance on their own work.
For Organisations
Training a Team?
Course Schedule
Mark Your Calendar!
Duration: 2 Days (16 Hours)
There are currently no intakes available. Please contact us to enquire on the next intake dates.
Frequently Asked Questions (FAQs)
The Need-to-Know Stuff, Fast
Everything you need to know about the course. Can’t find the answer you’re looking for? Please contact our friendly team.
No. Basic computer literacy is required, but no prior CRM platform experience is needed. The course is suitable for learners currently relying on spreadsheets or basic contact-management functions.
HubSpot is used as the hands-on learning environment. The CRM principles taught are platform-agnostic and transfer across CRM systems, though interfaces and specific functionality differ from one platform to another.
Learners may use their own HubSpot account. If they do not have one, access will be provided for use during the course. A laptop is required.
No. The course treats CRM as a combination of strategy, process, customer data and technology. You will analyse customer processes, define lifecycle stages and segments and organise customer data before configuring anything in the system.
Yes. You will work with CRM data structures for contacts, companies or accounts, deals, activities and properties, prepare and import customer data using consistent fields and formats, and apply checks for completeness, consistency, duplication and ownership.
Both. Customer lifecycle and relationship stages are examined across B2B and B2C contexts, so you can define stages, criteria and responsibilities that fit your own business context.
Yes. You will select CRM measures that answer defined customer and business questions, create basic reports and dashboard views for operational monitoring, and interpret the information to identify trends, gaps and appropriate actions.
Both are covered at a practical level. You will learn to capture leads and recognise where CRM automation is suitable and where its limitations apply, and to consider current AI-enabled CRM capabilities when assessing platforms and improvement priorities.
Yes. Responsible handling of customer data is covered, including consent, access and retention requirements, alongside accuracy, ownership and communication preferences when maintaining customer information.
Yes. You will evaluate CRM platform fit, assess data readiness, user roles, ownership and adoption risks, prioritise quick wins and phased improvements, and develop a practical adoption and improvement plan with measures of success.
There are two summative assessments: a supervised Written Examination and an Individual Project. Both assess all six learning outcomes across requirements, lifecycle and segmentation, customer data, CRM configuration, measurement and implementation.
