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MKG-122 CRM in Telecommunications

Description

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

Our training courses combine expert presentations, workshops, case studies and discussions on real-life situations faced by participants. Complete training material is provided to all participants for future reference and follow-up action plans.

Location

Our public training courses are held at regular intervals in selected cities around the world. Upon request, our expert trainers can lead private training courses at the location of your choice or using a virtual classroom (distance training using a web-conferencing platform). For more information, or if interested in a private session, please contact us at training@neotelis.com.

Expertise

Neotelis provides training, consulting, conferences and publications to the telecommunications industry worldwide. Its team of experts has trained thousands of executives and managers working for operators, regulators, policy-makers and governments in over 100 countries around the world.


 

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Availability
  • Face-to-Face
Testimonials
This has been a fantastic training. We should do more of this type of training to get a better competitive edge.
A great training experience. One of the most relevant in my career!
Overall, a very good program that I would highly recommend.
A great training experience.
Excellent from beginning to end. The trainer has the touch.
It was extremely helpful & has enhanced my job performance.
Neotelis is always good. And the trainer brought it to another level.