MKG-131 Strategy and Management of Customer Experience in Telecom

*This course is also available as a live distance learning course*

• Understand the concept and its challenges
• Understand the complexity of customers and their ambitions
• Know how to be and act as staff in contact with customers
• Master customer experience variables
• Know the principles of a successful customer experience
• Strengthen their customer relationships
• Practice after sale customer service (CS) with customers
• Exercise active listening techniques to respond to the customer (complaints, suggestions, feedbacks, etc.)
• Understand the customer's business, environmental and additional needs
• Implement a customer loyalty policy
• Use the listening and communication techniques to give concrete answers to the customers' questions

Topics

DAY 1

• Customer experience (CX) – Key principles
  • Customer Experience Definition
    • Customer experience – the journey
    • Touchpoints – optimizing interactions from the customer's perspective to build trust, loyalty and lifetime value
    • Challenges
    • Strategic goals
    • The importance of a proactive and system-wide approach to CEM to deliver an experience that sets a company apart in the eyes of its customers
    • The connection between the reduction of churn management costs and ROI

• Main challenges of customer experience
• Workshop: Personae
• Workshop: Customer Journey Mapping
• Workshop: The Tennis Ball Game

Understanding Customers

• Customer needs and emotions
  • The CX equation and dimensions
  • The 3 stages for next-level CX
  • The hospitality quotient
• Voice of Customers (VoC)
  • Key Concepts
  • Tools and applications
  • Definition efficient VoC programs
• From touchpoints to customer journey
  • Customer journey vs. touchpoint
  • The accumulating effect of touchpoint experience on overall customer satisfaction
  • The power of marginal gain
  • Key KPIs (customer effort index, churn index, ROI, etc.)
• Workshop: What is Your 1% Commitment?
• Workshop: Netflix And The 'Wow' Factor of Customer Experience

Customer Experience Management

• Strategic planning and CX
  • Analytics & Strategies
  • CX
    • Priorities
    • Target customers
    • The brand
• Customer Experience Programs (CXPV)
  • VoC analysis
  • Customer journey
  • Establishment and content – Best practices
  • Governance
    • CX vs. Operational KPIs
    • Use of big data analytics
    • span style="COLOR: #0000cd">Study Case #2 – Zalando

CXM Mobilization

• Change Management
  • Why is change so difficult?
  • Change process
• Changing to a customer-oriented organization
  • Study Case #3: Transdev

DAY 4

Strengthening Your Customer Relationship – Example of a Sales Touchpoint

• Welcoming and establishing a relationship
  • The first impression: verbal and body language
  • Identifying clues on the customer's personality
  • Giving confidence
• Questioning and listening
  • Adapting the approach to the customer's personality
  • Efficient listening and questioning techniques
  • Identifying and “creating” needs
• Showing and explaining
  • Sales pitch oriented towards the benefits for the customer
  • Up-selling & cross-selling
  • Focusing on high-value propositions
  • Managing objections
  • Persuasion/Influence techniques
• Concluding the sale
  • Resolving concerns
  • Synthetizing and gaining acceptance
• Adding complementary services/products
  • Identifying the levers of the complementary products to offer
  • Customizing propositions for each customer
• Thanking and showing out
  • Strengthening confidence
• Customer service
  • Building loyalty with your customers

• The first impression – Developing a verbal and body language to build confidence
• Using active listening/questioning techniques and managing objections
• Case Study: Apple's Five Steps of Customer Service

• The specific case of telecom operators' customers
  • Customer profiles
  • Brands' selection criteria
  • Typical buying behaviour
• Practical Workshop: Profile of The Different Types of Customers For MTN Côte d'Ivoire

• Being responsive to the customer
  • Identifying the issue – active listening
  • Establishing a bond of trust
  • The 5 “Why”s – identifying the cause of the issue
  • Key steps in problem solving
  • Knowing when to transfer situations to the back-office
• Practical Workshop: Applying The Key Steps in Problem Solving

• The importance of service quality for customers in agencies
  • Brand image
  • Company revenues
  • Customer loyalty
  • Customer feedback (claims, feedbacks, suggestions, etc.)

Mesure of customer experience

• Data strategy principles
  • Relevance of data
  • Depth of data
  • The speed of Data
• The future of data gathering

• The 6 pillars of B2B customer experience excellence
• Transforming your B2B experience
   

• Customer Service Relationship – Building Loyalty With The Customer
• Practical Workshop: Developing an Engagement Strategy For The Customer Relationship Stakeholders an Action Plans

Target Audience

• Service Center Representatives, Enterprise Business Unit Sales & Account Management and Territory Sales Coordinators
• Managers and Senior Managers from all commercial departments

Methodology

Location

About Neotelis