Training Course Overview
This course is a CVM introductory program tailored to the requirements of telecom operators.
It provides an overview of Customer Value Management as well as practical implementation steps.
Key topics covered include:
• Overview of Telecom Customer Value Management (CVM)
• Introduction to CVM Concepts
• Key CVM Ratios & Customer Experience Management (CEM)
• Net Promoter Score (NPS)
• CVM Data Analytics Overview
• CVM Practical Implementation Steps
Course Modules Breakdown (Example 2 Day Course)
Module |
Short Description |
Day 1 |
|
Company strategy and Customer Value Added (CVA) Ratio |
CVA and development of corporate strategy, competitive advantage and marketing strategies options. Intersect with Market Based Management (MBM) |
CVA ratio and EVA ratios |
CVA and EVA introduction and calculation formulas |
Relationship of CVA to market share |
CVA relationship to market share. Other tools for market size, market demand and market share |
Slippery slope tool |
Overview of slippery slope tool (link of repeat purchases to CVA) |
CEM and NPS |
Customer experience management and Net Promoter Score |
Customer value map tool |
Tool intro and usage including practical exercises |
Strategic market assessment |
Strategic market assessment of products relevant to market positioning strategies |
Attributes tree tool and CVA competitive profile |
Worth what paid for – development of key attributes. Weight based products attributes development with Kano method. |
Survey development techniques |
Survey development techniques relevant to CVM – how to gather CVM data via customer surveys. |
Markets segmentation |
Needs based market segmentation and other market research |
Marketing campaigns ROI |
Marketing ROI (segment and campaigns profitability analysis) |
Day 2 |
|
Value based customer product pricing & forecasting |
Value based customer questionnaire and pricing tool. Incl. practical examples and exercises. |
Customer experience Management |
Evolution of CEM, business processes and impact of customer experience |
Waterfall of needs (customer touch points) |
Development of company business processes from customer touch points perspective. |
Implementing CVM |
CVM Success Metrics - CVM strategy, execution and marketing, CVM best practices, building the CVM team |
CVM success metrics |
CVM strategy, execution and marketing |
Introduction to statistical data analysis |
Probability, correlation, regression, multi-variable regression analysis, comparing two means and other analysis tools |
CVM data analytics |
CVM data analytics four pillars: Adding new customers, Retain customers (reduce churn), Sell more to existing customers (BTL and data analytics methods), Reduce risk (credit risk analytics) |
Product Lifecycle and CVM |
Product lifecycle and interaction with market share, growth, competitive offers and segments |
Key marketing methods and Tools |
Detailed exploration of ATL/BTL incl. product bundling options, internet and social media marketing, outdoor advertising |
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Phone: +852 8193 1400
Email: contact@parcusgroup.com
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Customer Value Management Training Course Outline