• The history of customer loyalty within the Telecoms market
• The profile of the modern Telecoms customer
• The Telecoms customer life cycle
• Identifying the fundamental drivers for customer loyalty
• Recognising the needs and wants of the new sophisticated customer
• The role of customer service in building customer Life Time Value
• Analyzing customer data and anticipating needs
• Measuring customer satisfaction
  

Section 2 - The CRM system

• Outline of the contact and communication needs of the Telecoms customer
• Mapping the CRM technology system and the customer interface
• The benefits of CRM to the customer and the business
• Security and data protection issues associated with CRM
• Requirements for the customer interface and the role of customer service
• Ensuring consistency in data collection procedures
• Implementing information security procedures
• Data analysis and customer profiling
• Strategies and practices for customer identification and verification
• The role of the CRM system in building loyalty and increasing customer value
• Identifying the issues affecting churn
• Churn management systems
• Complaint management processes

Section 3 - Using CRM to enhance the customer experience

• The contact and communication needs of the Telecoms customer
• Customers’ evolving expectations for service
• Factors affecting customer satisfaction
• Issues that lead to dissatisfaction and create complaints
• Recognising potential customer sensitivities about privacy and data accuracy
• Proactive strategies for solving problems and resolving disputes
• Accessing the CRM system and interpreting customer information
• Capturing key information and protecting the integrity of the customer information system
• Strategies for minimizing call durations and call wait times

Section 4 - Keeping the customer happy and minimizing churn

• Identifying opportunities to serve the customer and earn their loyalty
• The psychology of customer loyalty and its application in the current Telecoms market
• Selling the most appropriate products
• The emotions and mechanisms that lead to churn
• Questioning the customer to understanding core motivations and satisfaction drivers
• Defusing the angry customer
• Escalation procedures and practices
• Learning from complaints and anticipating trends in customer satisfaction
• Educating the customer to use the most appropriate contact method and get the most out of their service