What you'll learn
Understand the limits of CRM automation and avoid mechanical marketing thinking
Design connected customer journeys instead of isolated workflows
Balance predictive analytics with customer insight and human creativity.
Use data targeting, segmentation, and suppressions strategically, not just by default
Break the monotony of over-consistency to improve customer engagement
Move beyond vanity metrics to measure customer value and business impact

Requirements
A basic familiarity with CRM automation tools (e.g., sending campaigns, using workflows).
No advanced technical skills required — the course is designed for marketers, not coders.
No specific CRM platform needed — concepts apply across all major tools.
A curiosity to think strategically about customers and challenge “automation-first” thinking.

Description
CRM automation has transformed marketing — enabling personalisation at scale, real-time journeys, and seamless customer contact.But it has also created a new problem: marketing without thinking.Too many CRM programmes have become mechanical, repetitive, and disconnected from real customer needs.This course is designed to help marketers reclaim strategy, creativity, and customer focus in an age of automation.Across six practical modules, you’ll learn how to use CRM automation as a strategic tool — not a substitute for marketing thinking. You’ll uncover the hidden pitfalls of over-automation, understand how to build connected customer journeys, and learn to balance data-driven precision with human insight and imagination.Through real-world examples, research evidence, and proven frameworks, you’ll discover how to make automation truly work for both your brand and your customers.What you’ll learnHow to recognise when CRM automation is driving efficiency — and when it’s driving samenessThe difference between workflows and customer journeys, and how to design experiences that feel joined upHow to combine predictive data analytics with customer research to create richer insightHow to use segmentation, targeting, and suppression strategically, not just automaticallyHow to break creative monotony and make your CRM communications stand outHow to move beyond vanity metrics and measure what really matters — customer value and business growthWho this course is forCRM managers and executives who want to move beyond campaign execution and think strategicallyJunior email marketers seeking to develop stronger creative and analytical skillsMarketing professionals who regularly send CRM or email campaigns and want better resultsAnyone who wants to create customer-centric CRM programmes that drive loyalty and revenueRequirementsBasic familiarity with CRM automation platformsNo specific software required — all concepts apply to any CRM systemA curiosity to think differently and challenge automation-first habitsBy the end of this course, you’ll be able to:Use CRM automation strategically — balancing technology, data, and creativity to build meaningful, connected customer experiences that grow both loyalty and long-term business value.