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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