Customer Experience Management in Telecoms Programme

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