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IDM course provides CRM support for Vodafone

The Insitute of Direct Marketing (IDM) has created and endorsed The Vodafone Certificate in Direct Marketing and the first graduates have now passed this modular course. The programme was commissioned by Vodafone UK to support its shifting business focus towards customer relationship management.

The training was designed as a practical learning experience for Vodafone UK and to ensure a broader comprehension of direct and database marketing across all its divisions, ensuring staff were able to perform well in the new customer-focused culture.

Joanna Saunders, In-Company Training Manager at the IDM says, "By offering bespoke learning and development, Vodafone has ensured that its staff is knowledgeable and aware, and I am sure this will be reflected in the company's ability to successfully implement CRM."

Martin Dixon-Tyrer, Director of Customer Relationship Management at Vodafone UK Ltd, adds, "The IDM course resulted in our CRM professionals developing specific, actionable DM initiatives, several of which we are taking forwards into implementation. I'm very pleased with the quality and professionalism of the IDM course."

The Vodafone Certificate in Direct Marketing consisted of five one-day modules created by the IDM and delivered to three streams of Vodafone staff. Participants were issued with group assignments based on real business issues at the start of the programme and submitted the completed coursework at the end of the training.

Delegates then gave group presentations before IDM course tutor Sarah Denner Brown, and Martin Dixon-Tyrer, Director of Customer Relationship Management at Vodafone UK Ltd.

All thirty-one delegates who completed The Vodafone Certificate in Direct Marketing passed the course and there were several outstanding pieces of work. First place was awarded to Marsha Hunt, Jon Kelly, Alroy Croos and Sarb Madar, for their proposed customer winback strategy. Each delegate was presented with a bottle of champagne.

All assignments were completed to a high standard and interestingly each group generated very different approaches and solutions, confirming there are few absolutes in the field of direct marketing.

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