Customer-Centric Marketing Skills

Essential marketing sessions covering techniques used in telecommunications marketing.

Telecoms organizations and their partners need to understand how to grow their businesses in future. These sessions look at how to move away from marketing technology and products to customers, towards designing tailored and customizable solutions that engage with customers’ changing behavior and needs and provide a sustainable value proposition that contributes to future organizational growth. Covering consumers and businesses, as well as retail and wholesale environments, the evolved telecommunications marketing mix (including customer experience, value exchange, solutions availability, customer engagement, branding and customer relationship management) is fully-explained in a series of highly practical and interactive sessions that provide a solid foundation for managing customer-centric marketing within a complex and pressured environment, drive change and improve relevance and return on investment.

Module 7: Designing a Customer-Focused Experience 

Developing relevant, customer-centric solutions – in line with the segmentation strategy – is a major factor in delivering value to customers throughout their lifecycle and boosting organizational profitability. This session looks at that process in detail, and explores the critical role of telco, service provider and partner brands in creating solutions that are relevant to customers and enhance their overall satisfaction and loyalty.

• New models for customer-centric telecoms solutions marketing
• From 4Ps to 4Es
• The critical role of brand and customer relationship management
• Experience differentiation by segment
• Experience design:
• Basic Benefits
• Improvements
• Devices as Part of the Experience
• New Benefits
• Potential benefits
• Enhancing the customer experience
• Branding communications solutions
• The importance of brand
• Status of telecoms branding
• Branding and sub-branding
• The role of partner branding
• Segment-specific brand-based collaboration
• Whose brand will the customer choose?
• Brand valuation
• Telco brands
• Convergence brands

Moduel 8: Creating Customer-Focused Solutions

This session looks at the key elements of distributing communications-centric solutions in line with a customer-focused approach.

• Customer-centric availability
• Consumer behaviour
• Business behaviour
• Aligning the distribution channel
• Choice of distribution channels
• Retail channels
• Wholesale channels
• MVNOs as a distribution channel
• Customers as a distribution channel
• Direct sales
• Internet selling

Module 9: Developing Customer-Focused Value Propositions

Delivering relevance and value according to customer expectations in exchange for a price paid is critical to ensuring customer satisfaction and avoiding an all-out price war. This session explores the relationship between price and value and customers’ willingness to pay for different elements of telecoms services. It also covers the generic pricing strategies available to operators at different points in the customer lifecycle, as well as advanced tariffing models.

• The purpose and importance of price
• Voice pricing
• Data pricing
• Factors influencing pricing
• Generic pricing strategies
• Skim pricing
• Penetration pricing
• “Free” pricing
• Convergent pricing and billing
• Customers’ value expectations
• What are they willing to pay?
• What can we deliver in exchange?
• Revealed preferences
• Price elasticity of demand
• Pricing and competitors
• Cross-price elasticity of demand
• Bundling
• Add-on pricing
• Non-linear pricing
• Lifecycle pricing
• Time-of-day pricing
• Capacity pricing
• Aligning pricing with customers’ value drivers

Module 10: Customer Engagement Techniques

This session focuses how to achieve engagement and active dialog with different target customer segments at different points in their lifecycle to improve relevance and increase marketing effectiveness at all times. A range of ATL and BTL tools are explored for both consumer and business markets, as well as an overview of trigger-based communications and the importance of customer-centric relationship marketing.

• Engagement during decision-making
• AIDA and DRIP models
• What do you need to communicate and when?
• Routes to customer engagement: ATL and BTL
• Segment-specific differentiated engagement techniques
• Co-branding
• Sponsorship
• PR

Module 11: Customer Relationship Management

CRM can be used very effectively at the heart of customer-centric market approach, for example: as a means of communicating the message; to profile high-value customers; anticipate trends and changing customer expectations; refine the segmentation strategy; minimize churn; and identify new opportunities to serve the customer. This session looks at each point in relation to the overall customer-centric approach.

• The Customer Relationship
• Examples of Customer Loyalty Activities
• Enforced loyalty
• Usage-related loyalty
• Coalition schemes
• Voluntary loyalty
• A Different Approach to Loyalty
• Loyalty schemes
• Lifecycle stage
• Customer segmentation
• Relevance of rewards
• Key churn endangerment phases
• Defining Churn
• The cost of churn
• Churn examples
• Issues that lead to dissatisfaction
• Key churn risk indicators
• Churn management
• CRM implementation
• Challenges to CRM implementation
• CRM optimization
• Personalizing the customer experience
• Contact centre efficiency and effectiveness
• Tracking customer satisfaction
• Benchmarking
• Putting satisfaction measures to use