Customer Value Management in Telecoms Programme

Customer Value Management in Telecoms Programme

Defining Customer Value Management

• Defining ‘customers’ and ‘markets’ in new ways
  Definition and role of CVM
  The components of CVM
  CVM – art or science?
  Customer investment and ROI

Calculating Customer Value

• The CVM toolbox
• Direct and indirect value
• Income vs. costs to serve
• Customer lifetime value and churn risk analysis
• Short-term vs. long-term value
• Current vs. predictive value

Improving the Quality of the Customer Base

• Identifying angels and demons
• Retiring non-profitable customers

Using Customer Big Data to Generate Value

• Customer analytics
• Data warehousing
• Third party big data applications

Influencing Customer Value

• Retention – profitable churn prediction and management, profitable lifecycle management
• Improving revenue – inbound and outbound revenue optimisation, purchase frequency,
  up– and cross-sell of telecoms services, addressing customer satisfaction drivers, micro-
  segmentation, real-time campaigns, customer engagement
• Rewards – role of loyalty programmes, segmented
  loyalty benefits, ROI on rewards programmes

Managing Customer Costs

• Reducing costs to serve
• Improving ROI on customer-facing costs

The Role of Third Parties

• The value shift: from the network to the services
• Telecoms vs. third party brand value to customers
• Device and applications value to telecoms customers
• Generating value from digital services