Can CSPs earn their customers’ love?
- Definition
of and reasons for churn
- Churn
prediction, modelling and measurement
- Examples
– churn management current practices
- Telecoms
customer satisfaction framework and measurement criteria
- Customer
satisfaction vs. loyalty vs. advocacy
- Factors
influencing telecoms customer satisfaction and loyalty in future
- Developing
customers as assets: customer lifetime value and customer lifetime
profitability, net promoter score
- Limitations
of current CRM approach
Definitions and benefits: CRM vs. CEM
Mapping the customer experience
- Identifying
the customer’s life-long experience: prepaid, postpaid, consumer and business
customers
- Customer
decision-making cycles for each category of customer
- Customer
purchasing cycles for each category of customer
- Customer
lifecycles and the customer journey for each category of customer
- Touchpoints
and the customer experience for each category of customer
- Current
customer experience examples
- Gap
analysis
Defining
end-to-end CEM
- Defining
next-generation customer service
- The
role of segmentation and micro-segmentation in delivering a better customer
experience
- CEM,
the marketing mix and the brand
- Exercise
- CEM design for different customer segments
Implementing
end-to-end CEM
- Organisational
alignment
- Pre-sales
- Sales
(online and offline)
- Usage
- Post-sales
contacts
- IT
architecture: customer analytics systems, CRM and contact management, real-time
management, SOA, cloud implementation
- Managing
ecosystem partners in the customer experience
- Management
buy-in
- CEM
measurement and KPIs
