Course Name
Course Number
Course Duration
Customer & Market Strategies
Course Description
Developing a successful marketing strategy that captures
customer loyalty is at the heart of long-term success in the
rapidly evolving telecoms sector. Many generic approaches do
not translate well into telecoms. This course is designed to
enable delegates to develop specific and sustainable customercentric strategies for telecoms products and services. The skills
and techniques you will learn will enable you to build a strategic
marketing plan to steer your business profitability through the
fast-moving world of convergence and integrations. In today's
customer-oriented business environment, "people skills" are
critical for personal and organizational success. How you handle
your customers can directly affect your individual goals as well
as your team and organization's performance. This seminar gives
you the skills you need to communicate professionalism, gain
respect, enhance customer relationships and secure an overall
competitive advantage. Link your customer measurement to
customer loyalty.
Course Objective
• Understand the key weaknesses of marketing strategies in
telecoms and identify success factors when setting marketing
objectives
• Learn which macro-environmental factors influence your
choice
of
marketing
strategy
• Discover the importance of setting and managing customer
needs through the customer lifecycle and the drivers for
customer
loyalty
in
telecoms
• Learn to apply basic segmentation techniques and assess
customer requirements in different markets (consumer,
business,
retail
&
wholesale)
• Discover how to design products branding, pricing, bundling
and channel strategies and select the most appropriate
promotional
mechanisms
• Understand the role of partners and techniques for
successfully
managing
them.
• Uncover the secrets of outstanding customer service
• Discover how to make every client connection a positive one
• Nail down practical ways to hold on to their valuable customer
base
• Explore how to measure their organization's ability to meet
LS 130 108
2 days
Target Audience
Prerequisites
Course Modulea
and
exceed
customer
expectations.
• Win and keep the backing of top management with step-bystep
cost/benefit
analysis
•
Manage
customer
complaints
more
effectively
• Lead a company-wide, customer-focused strategy
• Apply the latest techniques of TQM to your operation
• Identify the advantages and disadvantages of both phone and
e-mail
systems
• Recruit and retain a winning staff through savvy interviewing
and
motivational
techniques
• Use your resources to generate market research and sales
support
data
• Show your total bottom-line contribution to the marketing
effort
• Set high performance standards that encourage -- •not
intimidate
-your
team
• Reduce CSR turnover to the absolute minimum
• Optimizing CRM & Retention Strategies
This seminar is extremely useful for anyone who operates or
manages any business or department that deals directly with
customers, including customer service and call center managers,
credit and collections managers, field service managers, regional
service managers, help desk managers, business owners and
sales managers.
A basic understanding of marketing in the telecoms
environment would be advantageous but is not essential
•
Setting
Marketing
Objectives
• Customer Loyalty and lifetime value in evolving telecoms
market
• Setting and managing customer expectations to enhance
lifetime
value
• Designing product and promotional strategies to meet
customer
expectations
• Selecting and managing successful partnerships
•
Customer
care
or
customer
service?
• Customer identification: sampling strategies and identification
of
potential,
latent
and
former
customers
• Strategies for customer satisfaction measurement on the Web
•
Customer
satisfaction
measurement
systems
• Linking customer satisfaction measurement with bottom-line
results
• Effective use of customer satisfaction information
•
Customer
Service
Excellence
•
How
to
Win
and
Keep
Customers
•
Knowing
what
customers
expect
• Understanding the signals you transmit to, and receive from,
other
people
•
The
Customer
Caring
Concept
•
What
is
'customer
caring'?
• The ten commandments of 'customer caring'
• Customer expectations - what are they and how to exceed
them
•
What
makes
people
buy
and
why
• Developing profitable quality-oriented customer relationships
•
Handling
ordering,
conflicts
and
complaints
•
Creating
long
term
customer
loyalty
• Building the company's prestige, brand and profile
•
Attitude
and
Positive
habits
• How to develop the win-win success and negotiation attitudes
•
Understanding
quality
and
ISO
9000
•
Building
customer-oriented
leadership
•
Handling
transactions
with
customers
•
Putting
customer
service
in
the
limelight
•
WORKSHOPS
• Assessing the personality types of your customers
•
Controlling
problem
situations
•
Creating
a
positive
image
with
customers
• Cultivating effective skills for both phone and e-mail
communications
• Proven-successful steps to follow during a customer service
transaction
• Recognizing signals of irritation and responding appropriately
to
refocus
on
finding
a
solution
• Translating customer service into business language
• Developing a customer-responsive planning system that builds
pliability
• Developing customer-oriented reinforcement systems
• Creating the effective team: best practices in interviewing and
motivating
•
Measuring
proactive
customer
service
• Defining the concept of satisfaction measurement
• Defining customer care KPIs