Driving Customer Experience strategies for Telecom Operators
Your customer's experience with you dictates whether you will keep or lose that client in the future, this is important to monitor and take steps to nurture relationships and keep existing clients to encourage more clients to support your business and use your services.
Description
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 anymore; it is a matter of survival. Now is the time to begin developing customers as true assets to your company. This will involve a total re-think of your current customer relationship strategy and realignment of your organisation with your customers’ expectations, always delivering total satisfaction.
Building true loyalty involves taking the customer relationship further than ever before, to develop a proactive, holistic, ecosystem-wide approach to total Customer Experience Management, so that your customers become advocates for your company, products and services. Your customers are your assets: understanding their value drivers and delivering on those, nurturing their experience and delivering on your brand promises at every touchpoint will build their trust, loyalty and ultimately deliver a return on investment by reducing churn and increasing customer lifetime value and profitability.
This three day course will give you valuable insights to help you build a relevant and robust branded customer experience strategy that embraces all the essential elements of the customer lifecycle, from cradle to the grave.
Target audience
As the customer experience can be impacted by all employees, we believe that this training is relevant for all personal across the business. A network engineer setting a wrong software setting that negatively impacts the network stability can have as much impact on the customer experience as a call centre agent short calling an incoming customer call. A Customer Experience strategy is only as strong as the weakest link.
Benefits For Delegates
- Understand the differences between CRM and CEM and evaluate the effectiveness and relevance of telecoms providers’ current approaches to both management systems.
- Define the concept and role of CEM and its relevance to the telecoms industry and apply that learning to their own Telecom organisation
- Understand the relevance and importance of the key components of customer lifecycles, customer buying cycles, customer journeys and customer touchpoints
- Understand the concept of a “Branded” customer experience and what needs to be done to achieve such an experience.
- Define core customer touchpoints and carry out customer journey mapping for specific segments of consumer and business customers
- Be able to articulate the rationale behind the use of NPS, understand its limitations and think in terms of creating new KPI’s to measure CEX
- Understand how Telcos can learn from the digital giants like Amazon and Netflix and see what Telco’s need to do to compete in the digital consumer world
- Understand how Telcos can use behavioural, real time data analytics to maximise opportunities
- Be conscious of and understand the trend toward Omni channel strategies.
Course Outline
Session 1: Definitions and Role of CEM
- Defining CRM and CEM
- Key elements of the CE: the customer view
- The reality of how Telcos are viewed
- The implications of not managing the CE
- Churn and customer management
Session 2 – Transforming the goals of Customer Experience
- Customers in the digital age
- “Satisfied” customers are not enough
- Striving for the “Branded Customer Experience”
- Digitising the Customer Experience
- How telecoms operators are viewed by their customers
- Can Telcos be trusted?
- From Loyalty to Advocacy: The Net Promoter Score (NPS)
- Comparing Telecom NPS with other industries
- Issues with the NPS
- Alternatives to NPS
Session 3 – How the Digital Service providers serve their customers
- The impact of FAANG’s (Facebook, Amazon, Apple, Netflix and Google)
- Use case: Amazon
- Learning from the digital giants
Session 4 – Understanding the customer journey
- Customer Buying Decision-Making Journey
- Customer Journey - The Buying Cycle and the Telecoms Customer Lifecycle
- In depth look at Customer Journey Management – A methodology
- Touchpoint mapping and optimisation
- Building in the WOW! Factor
- Mapping the journey (two scenarios)
- Gap analysis
Session 5 - Real-time and contextual opportunities
- The benefits of real-time engagement using behavioural analytics
- Self-care Apps and VAS
Session 6 – Channel Strategies
- Multi and Omni channel
- Omni channel trends
- How effective are your channels?
Session 7: Consolidation Activity
Activity to consolidate the learning and apply to the delegates own department, detailing how to support their own company CEM strategy.
Who Should Attend?
As the customer experience can be impacted by all employees, we believe that this training is relevant for all personal across the business. A network engineer setting a wrong software setting that negatively impacts the network stability can have as much impact on the customer experience as a call centre agent short calling an incoming customer call. A Customer Experience strategy is only as strong as the weakest link.