COURSE DESCRIPTION CUSTOMER EXPERIENCE MANAGEMENT IN TELECOMS. Format: Classroom. Duration: 2 Days

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1 COURSE DESCRIPTION CUSTOMER EXPERIENCE MANAGEMENT IN TELECOMS Format: Classroom Duration: 2 Days

2 COURSE SUMMARY HIGHLIGHTS Transforms current churn reduction techniques into an holistic customer asset approach Develops advanced customer lifecycle knowledge and skills to deliver an end-to-end positive customer experience Provides a roadmap for implementation of customer experience in specific customer segments Real-life global examples of customer experience in action Individual and team-based exercises to apply learning Highly interactive and participative Industry-experienced trainers Latest communications industry analysis from Informa Telecoms & Media The course was very interesting and with examples made the topic clear to understand. FA, QTEL Book online Telecomsacademy.com Book over the phone +44 (0) Book via training@telecomacademy.com COURSE SUMMARY With mobile telecoms markets nearing or above 100% penetration and intense competition rife, managing churn and building life-long loyalty is not a nice to have strategy any more, it is a matter of survival. Yet very few of your customers are truly passionate about you and churn easily in search of lower prices, better network coverage or higher voice quality. Customer loyalty comes with a high price tag in terms of subsidies, special offers and giveaways. Developing lifelong loyalty among telecoms customers is not just about putting in place retention activities to maintain market share and manage churn in the short term. Most of today s so-called loyalty programs do very little to sustain or enhance customer passion for telco brands over the long term, and telcos are losing the brand race to other high-tech and lifestyle brands such as Google, Amazon and Apple. The telecoms market is rapidly becoming even more complex, with new communication-centric services available every day from a wide variety of providers both within and outside telecoms, increasing the risk of churn still further. With your control over your customer relationships now under threat from all sides, now is the time for you to begin developing customers as true assets to your company. This is likely to involve a total re-think of your current customer relationship strategy and a complete realignment of your organisation with your customers expectations, delivering total satisfaction at all times. Building true loyalty involves taking the R in Customer Relationship Management further than ever before to develop a proactive, holistic, ecosystem-wide approach to total Customer Experience Management so that your customers become advocates for the products and services that you and your partners offer. Your customers are your assets: understanding their value drivers and delivering on those, nurturing their experience from Day 1 of their journey with you and delivering on your brand promises at every touchpoint will build their trust, loyalty and ultimately deliver a return on investment by reducing churn costs and increasing customer lifetime value and profitability. OUTCOMES & COMPETENCY DEVELOPMENT By the end of the course, delegates will be able to: Evaluate the effectiveness and relevance of telecoms providers current approaches to churn Describe the difference between customer satisfaction and customer loyalty, and identify the key drivers for life-long loyalty among telecoms customers in different consumer and business segments Assess customer lifetime value and customer lifetime profitability in Outline the key components of customer lifecycles, customer buying cycles, customer journeys, customer touchpoints and customer experience Define key customer touchpoints and carry out customer journey mapping for specific segments of customers Describe the relationship between customer relationship systems and total customer experience Design holistic and relevant customer experience programs that address the life-long loyalty drivers of two specific customer segments Assess the organisational implications of holistic customer experience programmes and identify enablers and roadblocks to effective customer experience implementation Identify key performance indicators for customer experience implementation across the organisation Become more confident in their contribution to the customer-centricity debate at senior level Work with telecoms professionals from different backgrounds to enhance their knowledge of customer experience practices in different organisational functions Articulate and communicate complex

3 COURSE CONTENTS CAN CSPS EARN THEIR CUSTOMERS LOVE? Definitions and benefits: CRM vs. CEM Limitations of telcos current customer approaches Churn prediction, modelling and 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 MAPPING THE CUSTOMER EXPERIENCE CEM IMPLEMENTATION AND MEASUREMENT Making a start with CEM implementation 360 CEM implementation framework: developing an holistic, organisationwide approach CEM and customer data and analysis IT alignment: SOA- and cloud-based CEM Aligning telecoms marketing and branding Multi-channel alignment Network alignment Organisational and alignment CEM measurement and developing customer-centric KPIs Mini case study: CEM implementation at a telco 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 outsidein Individual exercise: feedback and learning points Touchpoint mapping exercise for Touchpoint optimisation exercise for 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

4 OUR TRAINING SERVICES TELECOMS ACADEMY STRUCTURE Our training programmes are delivered worldwide as part of the training and development plans of many operators, vendors, and service providers. The programmes cover a wide range of competency development requirements. To ensure we meet the training needs of the industry as effectively as possible, we operate three schools: School of Telecoms Management Business training tailored to the telecoms industry, ranging from the intensive 5-day Telecoms Mini MBA to specialist leadership and marketing training. School of Advanced Communication Technologies Covering a multitude of technologies, these courses range from overviews aimed at nontechnical staff to in-depth engineering training. Distance Leaning Our comprehensive suite of Distance Learning programmes provide an excellent opportunity to expand knowledge and build confidence. OUR TRAINERS We only use trainers and programme directors that satisfy the following three criteria: Experts in their field High level of Industry Experience Expert facilitators and training professionals. All our trainers have undergone a rigorous election process and are subject to continuous monitoring and evaluation. Each trainer is accredited for specific courses or topic areas. Whether engineers or business experts, all our trainers are required to continue their own development within their specialist areas, and to broaden their Industry view of trends, best practice and technology. This is achieved by our on-going work with many tier 1 operators and vendors, and by full exposure to Ovum research and KNect 365 TMT worldwide events. UNIVERSITY ACCREDITATION Some of our programmes have been accredited by the University of Derby Corporate; a UK-based university highly acclaimed in the area of employer engagement. They are at the forefront of the drive to integrate highly focused industry -led training with the academic rigor and quality control of universitybased education. Our comprehensive Advanced Telecoms Management Series have been accredited Post- Graduate Level, with our extensive suite of Distance Learning at Undergraduate Level) We would be happy to discuss extending accreditation to tailored ATMS or programmes based on our Distance Learning modules. Although accreditation is specific to these programmes, the work we do with the University of Derby enable us to develop and apply best practice across our portfolio. CUSTOMISED IN-HOUSE TRAINING Telecoms Academy has worked with countless companies to deliver customised training programmes. We take time to understand your requirements, you ll work with our specialist training team to ensure that we deliver your perfect training programme for your business. A customised training programme from Telecoms Academy ensures you get a course that precisely matches your organisation s needs, presented by a first-rate training organisation, with access to all the latest industry research and analysis.. Why choose in-house training from Telecoms Academy? Content can be customised to focus on the issues you want work with us to develop the training course to match the exact needs. Unique industry research from Ovum s team of industry leading analysts Expert trainers our team of versatile trainers have the knowledge and experience to deliver a highly effective learning experience The most efficient way to train your staff at the time and location to minimise disruption Flexible delivery options with a range of instructor led, distance learning and virtual classroom formats available you can build a blended solution to maximise training effectiveness over the long term Pre and post course assessment can be included in programmes to measure competencies and check on the required progress. Contact us to discuss how we can build your perfect programme.

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