The CRM System

Looking after the needs of our customers is a key element in retention and increasing their lifetime value. Customer relationship management (CRM) as a concept is an integral part of all telecommunication operations, but is implemented with very different results.

This session sets out the key requirements for effective CRM, looking at the benefits, challenges, nature of the customer interface and channels, people issues, data control and security, and the system itself.

• Defining CRM
• What CRM Involves
• CRM in Telecoms
• The CRM system
• Key components of the CRM system
• Interactive voice response (IVR)
• Automatic Call Distribution (ACD)
• Call queue management
• Contact management software
• Campaign management software
• CRM analytics
• Segmentation techniques in CRM
• Predictive models
• The Contact Centre
• Contact centre structure and personnel
• Key challenges for contact centre operations

CRM - Strengthening the Customer Relationship

CRM can be used very effectively at the heart of the marketing campaign, including as a means of communicating the message; to profile high-value customers; anticipate trends and changing customer expectations; refine our segmentation strategy; minimise churn; and to identify new opportunities to serve the customer. This session looks at each point in relation to the overall marketing campaign.

• The Customer Relationship
• Defining Retention, Loyalty & Satisfaction
• The Customer Lifecycle
• Key drivers for customer loyalty
• 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 optimisation
• Personalising the customer experience
• Contact Centre efficiency and effectiveness
• Tracking Customer Satisfaction
• Benchmarking
• Putting satisfaction measures to use

Group Think-Tanks - Marketing Business Simulation

This session provides a chance for the teams to work on their Business Simulation in preparation for their formal presentations. The main objectives and goals should already be in place by now, and this session allows the finer details of the marketing plan to be set out evaluated. Effective CRM should be integrated into the wider picture at this stage.

The Competitive Environment - Telecoms Regulation

This module provides a guided-tour of telecoms regulation – firstly the purpose and implications of regulation and the requirements of providing telecommunication services, followed by a more detailed look at the key players, licensing, and the key challenges.

This module provides a good foundation for further study.

• The requirement for regulation
• Benefits and implications
• Key players in regulation
• Licensing
• Key challenges

EVENING SESSION: Business Simulation

Time is set aside for each team to develop their plans and presentation for their marketing campaign for the simulated telco operation. Although exercises will have led the teams to this point, they can now be more creative and innovative, allowing them to put their new skills and knowledge to the test.