MKG-122 CRM in Telecommunications

Description

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

A 5-day training course to equip participants with the important concepts, tools and techniques of Customer Relationship Management (CRM).

Objectives

• Understand what is Customer Relationship Management (CRM)
• Understand why CRM is essential for attracting, retaining and growing loyal customers
• Determine the uses and objectives of a CRM system
• Use CRM tools and concepts to understand, segment and manage customers
• Use CRM to improve marketing, sales and customer service
• Recognize best practices in implementing and measuring a CRM strategy
• Understand and practice key skills for dealing with customers

Topics

What is Customer Relationship Management (CRM)?

• Definition
• Focus on relationships
• How does CRM impact the organization?
• Reasons to take the CRM route
• Five views of CRM

Identify your customers

• Identifying your customer
• Internal customers
• External customers
• Why do we need customers?
• Customer expectations
• Integrating the customer
• Generating a customer-focused solution

Segmentation of your customers

• Build groups with similar attributes
• Customers vs. objectives
• Define action plan
• Campaign management

Managing your customers

• Why manage customers?
• The Pareto principle
• Customer value
• Hierarchy of service
• Information vs. knowledge
• Customer and culture

CRM in marketing

• Traditional marketing vs. relational marketing
• Relationship and one-to-one marketing
• Customer lifecycle
• Build a loyalty
• Revenue stimulation
• Customer retention

CRM and customer service

• Call center and customer care
• Customer satisfaction measurement
• Customer service training

CRM and sales

• Activity, contact and lead management
• Business training for sales

CRM as a business process

Implementing CRM

• Recommendations
• Data quality
• Data integration
• Differentiated execution across touch points
• Critical success factors
• Best practices

Measuring CRM

• Characteristics of excellent CRM
• Measuring customer service
• Measuring sales service
• Measuring marketing initiatives
• Problems in CRM
• Process analysis in CRM

Standards and continuous improvement in CRM

• Standards
• Continuous improvement in CRM

CRM, communication and people

• Communication as a CRM activity
• People and CRM

CRM

• Best practices
• Looking toward the future
• Social CRM

Target Audience

• Telecommunications managers and other managerial staff working in call centers, customer service, marketing or sales or looking to complement their skill-set by gaining a good understanding of customer relationship management and how it can be used to provide more customer focus to their activities.

Methodology

Location

About Neotelis