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Customer Experience Management in Telecoms Programme
Can CSPs earn their customers’ love?
- Definitions and benefits: CRM vs. CEM
- Limitations of telcos’ current customer management approaches
- Churn prediction, modelling and management
- Customer satisfaction vs. loyalty vs. advocacy
- Developing customers as assets: customer lifetime value and customer lifetime profitability, implications for CEM approach
- Using the net promoter score in telecoms
- Examples of current customer experiences in telecoms
- The key dimensions of CEM
- Inside-out vs. outside-in CEM
- Identifying the customer’s life-long experience for different customer segments
- Customer decision-making cycles
- Customer buying cycles
- Customer lifecycles and the customer journey
- Touchpoints and touchpoint mapping
- Touchpoint optimisation
- Customer experience gap analysis
- Individual exercise: identifying the real customer experience from the outside-in
- Individual exercise: feedback and learning points
- Touchpoint mapping exercise for different customer segments
- Touchpoint optimisation exercise for different customer segments
- Identifying touchpoint paths exercise for different customer segments
- Gap analysis exercise
- Future CEM: trends and implications for CEM definition and design
- Exercise: CEM design for different customer segments
- Making a start with CEM implementation
- 360° CEM implementation framework: developing an holistic, organisation-wide approach
- CEM and customer data management and analysis
- IT alignment: SOA- and cloud-based CEM
- Aligning telecoms marketing and branding
- Multi-channel alignment
- Network alignment
- Organisational and management alignment
- CEM measurement and developing customer-centric KPIs
- Mini case study: CEM implementation at a telco
Mapping the customer experience
- The key dimensions of CEM
- Inside-out vs. outside-in CEM
- Identifying the customer’s life-long experience for different customer segments
- Customer decision-making cycles
- Customer buying cycles
- Customer lifecycles and the customer journey
- Touchpoints and touchpoint mapping
- Touchpoint optimisation
- Customer experience gap analysis
- Individual exercise: identifying the real customer experience from the outside-in
- Individual exercise: feedback and learning points
- Touchpoint mapping exercise for different customer segments
- Touchpoint optimisation exercise for different customer segments
- Identifying touchpoint paths exercise for different customer segments
- Gap analysis exercise
- Future CEM: trends and implications for CEM definition and design
- Exercise: CEM design for different customer segments
CEM Implementation and Measurement
- Making a start with CEM implementation
- 360° CEM implementation framework: developing an holistic, organisation-wide approach
- CEM and customer data management and analysis
- IT alignment: SOA- and cloud-based CEM
- Aligning telecoms marketing and branding
- Multi-channel alignment
- Network alignment
- Organisational and management alignment
- CEM measurement and developing customer-centric KPIs
- Mini case study: CEM implementation at a telco