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Customer Focus in
Telecoms
ADVANCED BUSINESS
DIPLOMA

A University-accredited, customer-centric, interactive programme

for mid- to senior level managers across the organisation
Over 5 intensive days of this programme you will
study modules covering:
1 Current and future telecoms business environment and
market trends
2 Addressing customers satisfaction and loyalty drivers by
putting customers at the forefront of all organisational activities
3 Practical strategies to develop from a product focused to a
customer-centric organisation
PLUS: Youll participate in a comprehensive customer-focused
advanced business simulation designed to put into practice the
knowledge youve developed during the programme.

Study towards the Postgraduate Certificate in

Advanced Telecoms Management
Successfully complete the Customer Focus in Telecoms
Advanced Business Diploma and youll be part way
towards qualifying for the Postgraduate Certificate in Advanced
Telecoms Management, an internationally recognised university
qualification accredited by the University of Derby.

Why complete the Customer Focus in

Telecoms Advanced Business Diploma:
MOVE from being a product-centric organisation to a
customer-centric organisation
EQUIP yourself with the knowledge and competencies to
develop an effective customer-centric strategy for your
organisation to deliver growth in todays highly competitive
mature markets
DEVELOP a detailed understanding of B2C and B2B
customers future needs for communications based solutions
ASSESS how to reposition your company as a customer
champion and grow revenue and profit in saturated markets
BECOME more effective by squarely addressing customers
needs at all touchpoints throughout the organisation,
thereby increasing ROI across the enterprise as a whole
STUDY towards the Postgraduate Certificate in Advanced
Telecoms Management with a University-accredited
telecoms management programme

Programme description

This intensive, five-day programme focuses squarely on the customer and covers:
1 Current and future telecoms business environment and market trends
2 Addressing customers satisfaction and loyalty drivers by putting customers at
the forefront of all organisational activities
3 Practical strategies to develop from a product focused to a customer-centric
organisation

Advanced Business Simulation

A unique business simulation runs throughout the programme providing a
vehicle on which participants can critically appraise the current state of the
industry in terms of customer-focus and the customer-value proposition.
Delegates are required to build a development plan for a simulated
organisation that places the customers squarely at the heart of the business
to deliver profitability and sustainability.

Outcomes and Competency

Development

Postgraduate Certificate in
Advanced Telecoms Management
An internationally recognised university qualification fully
accredited by the University of Derby Corporate. It demonstrates
your expertise in the technical and commercial operation of a
modern telecoms organisation. All of the programme elements
will equip you with the skill, knowledge and competencies to
excel in a telecoms organisation.
Successfully complete the Customer Focus in Telecoms
Advanced Business Diploma, along with the competency
development journal, and you will have completed Element 2 of
the Postgraduate Certificate in Advanced Telecoms Management.
The Postgraduate Certificate in Advanced Telecoms
Management is awarded on successful completion of three
major programme elements. In order to qualify you must
successfully complete the Telecoms Mini MBA and one other
Advanced Telecoms Management programme (including the
accompanying Competency Development Journals) in addition
you must complete a final work based project.
Element

This five-day University-accredited , and interactive programme is

designed for managers who need to develop a thorough understanding
of the customer in the wider context of the communications industry. It
uses case studies and best practice examples throughout and provides tools to
help organisations and their partners to assess where, when and how to
become more customer-centric, and to use customer focus as the basis for
improving overall organisational efficiency and effectiveness.

Telecoms Mini MBA

CRITICALLY appraise customer-centric initiatives assessing their value to the

customer and to communications organisations, as well as their commercial
viability, risk and competitive sustainability

IDENTIFY new ways to define markets and customers that improve value to
customers and service providers and increase competitive advantage

Element

EVALUATE the impact of telecoms and digital media trends on customers

expectations and assess the consequences for service provider positioning

(and associated competency development journal)

ASSESS the likely implications of these trends on behaviour of customers

during lifecycles and decision-making

Advanced Business Diploma

IDENTIFY clear links between customers value, satisfaction and loyalty drivers
and assess the implications for organisational focus and strategic positioning
APPLY advanced segmentation concepts to achieve competitive advantage
on customers terms and increase organisational efficiency and effectiveness

(and associated competency development journal)

Effective Telecoms
Strategies

Customer Focus
in Telecoms

Effective Business
Implementation

IDENTIFY opportunities to create value for customers by working with third

parties, including competitors and OTT providers
DISCUSS with confidence the strategic role of telecoms companies and
partner organisations in delivering customer-centric solutions, and more
confidently contribution to strategic debate at senior level

Element

DESIGN holistic customer-centric solutions for different customer segments

that maximise organisational efficiency and effectiveness and boost ROI

Work Based Project

MAKE customer-focused decisions that build value for the organisation in

a way that is innovative and commercially grounded
APPLY a broader knowledge of global communications trends and best
practice to their own circumstances
HOLISTICALLY identify, assess, and quantify the areas where customercentricity can benefit their own organisations
COMMUNICATE complex ideas to different audiences

I thoroughly enjoyed the course; it was a lot more challenging than

I was expecting, but certainly enjoyable. Thanks to the trainers, they
were both excellent MN, Vodacom
The programme was interesting and the presenters
were all excellent HT, Bakcell

Booking line +44 (0)20 7017 5514

Gave me a new perspective on customer values, needs

and how my organisation can address them OM Econet
The business simulation was very useful; it allowed us to develop
a strategic approach to develop our customer-centric strategy
VM, Vodacom

Email training@telecomsacademy.com

Programme summary
Please note that the timings shown are for guidance only and may change for individual courses. Copyright Informa Telecoms & Media

Start

Finish DAY 1

08:30

09:00

09:00

09:30

10:30

11:00

11:00

11:30

12:30

13:30

13:30

15:00

15:00

15:30

Welcome coffee
Introduction to the programme
and Business Simulation
Break (20 mins)
The Telecoms Business
Environment
Lunch
Telecoms Business Outlook
Break (20 mins)
Capturing Customer Value

DAY 2

DAY 3

DAY 4

DAY 5

Welcome coffee

Welcome coffee

Welcome coffee

Welcome coffee

Understanding Telecoms
Customers
Break (20 mins)

Designing a Customer-focused
Experience
Break (20 mins)

Understanding Telecoms
Customers
Lunch

Lunch

Break (20 mins)

Break (20 mins)

17:00

KEY

Current and Future Telecoms Business and Market Trends

To ensure a focused and comprehensive training programme, it has been

divided into four main areas, with the unique Zambozia Business Simulation
running throughout the modules:

Current and Future Telecoms Business

Environment and Market Trends
Comprehensive sessions that provide an overview of the current and
evolving telecoms and digital media environment, examining changes in
customer behaviour and identifying how the emergence of digital media
is leading to a redefinition of customers and markets for
communications services.
These sessions give a breakdown of where the telecoms industry finds itself
currently, in terms of market adoption rates and future trends. They also
provide an in-depth look at how emerging digital services will affect both
providers and their current and potential customers and partners in future,
evaluating the impact on customers behaviour and expectations and the
changing roles of network operators and other partners in delivering
communications solutions to end customers and intermediaries.

Understanding Telecoms
Customers
These modules look at developing a deep understanding of customers
behaviour, requirements and value drivers and how these are likely to
change as new technologies, applications and solutions come to market.
The dynamic telecoms environment is having a huge impact on how
customers perceive and interact with communications-centric solutions and
their providers. These sessions provide an analysis of different types of
customers including retail, wholesale, consumers and businesses in
terms of how they make decisions about communications-based solutions,
and how their needs are changing. It explores techniques to improve the
contribution that telecommunications service providers and their partners
make when responding to the changing value drivers of different customer
groups throughout their lifecycle.

Developing/Implementing
Customer-focused Solutions
Essential sessions covering advanced techniques available to improve
customer-centricity, efficiency and effectiveness across the whole enterprise.

Lunch

Advanced Business Simulation

Preparation

Advanced Business Simulation

Preparation

Developing/Implementing Customer-focused Solutions

The programme

Advanced Business Simulation

Preparation

Team Presentations (20 mins

each team plus 10 minutes Q&A)

Break (20 mins)

Advanced Business Simulation:

Solutions Development

Understanding Telecoms Customers

Advanced Business Simulation

Preparation
Break (20 mins)

Managing the Customer

Experience
Lunch

Developing Customer-focused
Value Propositions

Advanced Business Simulation:

Customer Segmentation

15:30

Break (20 mins)

Branding Communications
Solutions

Segmenting Telecoms
Customers: New Approaches

Customer Engagement
Techniques

Award of funding
Course feedback and wrap-up

Advanced Business Simulation Focusing on the Customer

approach designing tailored and customisable solutions that engage with

customers changing behaviour and needs and provide a sustainable value
proposition that contributes to future organisational growth. Covering
consumers and businesses, as well as retail and wholesale environments,
the evolved customer mix is fully-explained in a series of highly practical and
interactive sessions that provide a solid foundation for designing, delivering
and supporting customer-centric solutions within a complex and pressured
environment, drive organisational change and improve customer relevance
and return on investment.

Advanced Business Simulation Focusing

on the Customer
This is a unique business simulation, running throughout the
programme, allowing participants to test their ideas in a simulated
environment. A dare to be different approach is encouraged
throughout. Working in teams, participants consider and critically
evaluate all the major aspects of managing the evolved customer mix for
a telecoms operation. This includes initial business concept, through
evaluating the macro environment, articulating a customer strategy and
relevant KPIs, assessing changing customer requirements and customer
value, designing holistic, customer-centric communications solutions for
specific segments, managing the customer relationship, the role of third
parties and implementing the new approach. Expert reviews, feedback
and discussions ensure maximum learning value is achieved.

Who should attend this programme?

This programme is designed for managers who need a thorough grounding
in the wider context and direction of the telecoms industry and are
responsible for customer-facing functions. It examines the relevant
techniques and skills required to implement effective telecoms customer
programmes, or projects within the modern telecommunications sector that
include a significant customer-facing element. It has been developed for
those whose time is limited and who work in critical roles or situations where
a lengthy period away for study is not possible. The target audience includes:
CRM/CEM
Network Operations
Product Design and
Management
Customer
Communications

Pricing Specialists
Loyalty/Retention
Team
Customer
Management
Business Support and
PR
IT Specialists
Corporate Strategy
Sales and Channel
Customer Engagement Management

Telecoms organisations and their partners need to look differently at how to

grow their business in markets approaching saturation and maturity. These
sessions examine how to move away from simply marketing technology and
products and managing churn in the short term, towards an enterprise-wide

In-house training +44 (0)20 7017 4144

Web www.telecomsacademy.com /customerfocus

Programme
DAY 1
M1

Setting the Scene and

Business Simulation
Introduction

This initial session sets the tone of the week,

including the overall programme objectives, timing
and administration, introducing the trainers, and
what is expected from the teams and from each
delegate during the business simulation.
Delegates find out about each other and meet
their team members. The aims and requirements
of the Zambozia Customer Focus Business
Simulation are explained at this stage to ensure
each delegate can effectively relate the weeks
sessions to both the team exercise and to their
individual requirements.

M2

The Telecoms Business

Environment

This session provides the context for a

realignment of telecoms business activity around
customers rather than technologies, products and
services. The evolving telecoms business
environment is examined in depth, with a
particular focus on how customers changing
behaviour is affecting telcos ability to deliver value
to their multiple stakeholders. After an overview of
historical value delivery mechanisms and KPIs, the
pressures for radical changes in the way that
telcos and their partners deliver value to their
customers are outlined.

Shareholder Requirements
Value in telecoms
Telecoms value delivery the first 140 years
Traditional telco KPIs
Pressures for change
Market penetration rates
Revenue mix changes
Mobile broadband penetration
Customer behaviour
Data traffic boom and monetisation of data
Competitive environment
Telco performance
Time for a re-think of telco value

M3

Telecoms Business
Outlook

This module provides an overview of the

challenges and opportunities facing telecoms
operators, with a particular focus on how
developments in data usage, devices and digital
services are impacting customers expectations of
their communications service providers. Delegates
will clearly identify the implications of these
developments for their customer approach, and
begin to explore the potential for expanding
approach to capturing customer value. The
information is based on Informa Telecoms &
Medias latest industry research, and international
examples are used throughout. Delegates are
provided with the latest copy of Informa Telecoms
& Medias annual Industry Outlook publication.
Data usage behaviour

Event-triggered data consumption patterns

Fixed and mobile data traffic forecast
Mobile traffic forecast by data type
Major applications and user expectations
From geographic coverage to apps
coverage
Operator and customer implications of data
usage trends

Devices and customer behaviour

Smartphones penetration, growth,
positioning, ARPU
Tablets forecast growth, positioning
Crossover devices
The Internet on portable devices
Video-capable connected devices
Video consumption behaviour
Operator and customer implications of
connected devices
Digital services hype vs reality
Value creation and redistribution in the
telecoms and digital media value chain
The end-user perspective of value from
digital services
Current scope of digital services
Mobile entertainment forecast

Mobile advertising realities

M2M opportunities
B2B verticals energy and utilities,
connected healthcare, smart cities
Mobile money
Cloud services
Connected home
The future digital customer environment
Implications for service providers approach to
customers

M4

Capturing Customer
Value

The pace of change taking place in telecoms and

adjacent industries is leading many telecoms
operators to fundamentally rethink what kind of
business they are in and what kinds of products
and services they should be providing to which
customers. This module outlines why a greater
focus on customers is so critical if telecoms
operators are to deliver value to their customers
and, consequently, to their shareholders in future.
Future sources of customer value: connectivity
vs connectedness
The changing role of telcos
Creating new value for customers
Over-the-top services
Under-the-floor services
Customer-centric responses to OTT/UTF
Redefining customers and markets
Role of the telco
New sources of value
Partnerships
Developing customer-facing KBOs, KBIs
and KPIs

Very broad and intelligent content, the

programmes gave me a real insight in
developing a better customer focus
JP, MTN

DAY 2
M5

Understanding Telecoms
Customers

Customers no longer buy communications, but

understanding what they do buy, why they buy it,
and how their purchase behaviour is shaped is at
the heart of a successful customer-centric
strategy for any communications service provider
seeking to maximise value. This module focuses
on developing a much deeper understanding of
customers behaviour and lifecycles in relation to
current and emerging industry trends, and on
analysing the wide-ranging implications for market
segmentation and developing a customer-centric
strategy.

The customer journey in telecoms

Buying cycles (business and consumer)
Online vs offline influence(r)s
Influence(r)s during the buying cycle
Touchpoints and touchpoint mapping
Customer satisfaction and loyalty
Definitions: retention, satisfaction, loyalty
Telecoms customer satisfaction framework
Beyond satisfaction developing customer
advocacy
The Net Promoter Score
Customer loyalty during the customer
lifecycle

Booking line +44 (0)20 7017 5514

Developing customers as assets

Capturing customer lifetime value
Generating value through customer
experience
Proactive customer monitoring
Customer big data
Organisational alignment
Operational transformation processes
Moving away from legacy KPIs
Aligning operational KBOs, KBIs and KPIs
with customers value drivers

Email training@telecomsacademy.com

M6

Segmenting Telecoms
Customers: New Approaches

No customer-focused strategy can deliver revenue

and profit growth without a customer-centric
segmentation approach that is aligned to customers
buying processes, lifecycles and satisfaction drivers.
Advanced, data-driven customer segmentation can
enable telcos to deliver value on customers terms,
enhance competitive advantage over the long term
and improve organisation-wide efficiency and
effectiveness. This session focuses on techniques for
identifying innovative customer segments that

Segmentation of data customers

Vertical segmentation in the B2B market
SME segmentation

enhance value to customers and contribute to longterm growth.

The role and drivers of segmentation
A model for segmentation
Traditional telecoms segmentation approaches
The need for new approaches
Angels and demons in the customer base
Behavioural segmentation
Micro-segmentation (B2C and B2B)
Micro-segmentation in action
Dynamic micro-segmentation
Device-centric segmentation

Wholesale segmentation
Obtaining and using customer data
Post hoc analysis issues
Sources of customer data
Primary vs secondary data
Accessing customer data
Customer analytics platforms
Validating segments
Segment attractiveness matrix

DAY 3
M7

Designing a Customerfocused Experience

Developing relevant, customer-centric solutions in

line with the segmentation strategy is a major factor
in delivering value to customers throughout their
lifecycle and boosting organisational profitability. This
session looks at that process in detail, and explores
the complementary roles of service provider and third
party brands in creating solutions that are accessible
and relevant to customers and enhance their overall
satisfaction with and loyalty to their service provider.
New models for customer-centric telecoms
solutions development:
From 4Ps to 4Es
Layers of customer solutions
Aligning solutions with the customer journey
Aligning solutions with customer touchpoints
Aligning solutions with the customer lifecycle
Examples of customer-centric solutions
development
Customer-focused solutions availability
Drivers for change
The traditional telecoms retail channel map
Pressures on traditional retail channels
Operator, independent and vendor-specific
channels
Multi-channel integration in the retail
environment
Non-retail distribution: changing the mindset
MVNOs Consumer Electronics manufacturers
as customers

New approaches to B2B distribution

Distributing to SMEs
Selecting and monetising third party and
OTT partners

M8

Branding Communications
Solutions

Brand can be a major contributor to enterprise

value, but only if it is relevant to customers. This
session examines in detail the role and relevance
of service provider and third party brands to
customers and explores ways in which increasing
brand relevance to different customer segments can
generate value to customers and organisations.
The importance and relevance of CSP branding
Internal brand values
External brand values
Status of telecoms brands
Brand Buzz
Elements of a strong brand positioning
Branding options
Single brand
Country brands
Sub-branding
Co-branding
Integrated brand communications
Brand valuation
Contributors to brand value
Brand valuation methodologies
The future of telecoms brands

M9

Developing Customerfocused Value Propositions

The purpose and importance of price

8 common pricing mistakes and how to
avoid them
Cost-based pricing vs price-based costing
Factors determining pricing
Pricing and competitive positioning
Pricing and the product lifecycle
Customer willingness to pay
Price elasticity of demand
The price/value relationship
Maintaining a price premium
Generic pricing strategies
Skim, neutral and penetration pricing
Key pricing tactics
Bundling for profit
Add-on pricing
Pricing data plans
Pricing for loyal customers
Pricing to win customers
Data pricing: beyond MB
Shared plans
Tiered plans
Application plans

The content was very relevant to me and

the presenters were knowledgeable on the
subject NS Vodacom

DAY 4
M10

Customer Engagement
Techniques

This session focuses on how to improve the dialogue

that service providers have with their customers, and
that customers have with them and with each other,
as a means to generate relevance and enhance
organisational value. Every part of the organisation
has a role to play in generating positive buzz and
internal customer engagement is critical. A range of
ATL, BTL and TTL tools are explored for consumer
and business segments, with a particular focus on
creating integrated customer engagement at all
touchpoints.
Customer engagement definition
Engaging with internal and external customers
Customer engagement and the advocacy ladder
Inside-out vs outside-in approaches
Engagement during the customer journey

ATL, BTL and TTL tools and techniques

The role of digital marketing in customer
engagement
Customer engagement and brand relevance
Creating emotional engagement
Integrated customer engagement

M11

Managing the Customer

Experience

This module draws together the themes of the

previous days and asks delegates to consider how
to integrate the various elements of customercentricity taking place across the entire company
so that the whole customer experience is
optimised. A particular focus is given to how to
break down organisational silos so that the
customer is placed at the very heart of every
activity, creating centres of excellence around

In-house training +44 (0)20 7017 4144

customers that transcend traditional organisational

hierarchies and functions.

Defining Customer Experience Management (CEM)

How do customers view their experience?
The mindset shift: from inside-out to outside-in
Creating the optimal experience
Touchpoint alignment
Touchpoint mapping and gap analysis
Identifying core touchpoints

Future customer experience expectations

Increasing subscriber complexity
Customer-initiated CEM
Customer experience innovation

Interesting course, this topic is very

important for all telecoms organisations
and employees HT, Bakcell

Web www.telecomsacademy.com /customerfocus

DAY 5
M12

Delegate Team
Presentations

Presentations to include:
Delegates view of market trends and their
impact on customers behaviour and
expectations
Customer-centric goals and metrics and
contribution to organisational growth
Clear definition of target markets and
customers
Customer segmentation
Customer experience and value exchange
Branding and customer engagement
Customer experience management
Implementation and organisational
alignment

BUSINESS SIMULATION
A Comprehensive Customer-focused Business Simulation
A chance to immediately apply the customer strategy discussed and developed throughout the
programme, and to test innovative ideas through a comprehensive, thought-provoking and realistic
business simulation in which you focus on the customer proposition and experience in order to
compete for market share in a rapidly changing communications market place.
Participants are placed into teams and asked to produce a strategic customer-focused development
plan for an existing telecommunications company. A full briefing is given, together with a
comprehensive dossier that details the market in which the company is operating, the current
customer-facing proposition, and the wider competitive market.
The overall aim is to maximise return on current and future investments through a robust customer
proposition and to effectively position the operation for the future.
The business simulation is designed to maximise the learning and to provide an opportunity to test
ideas and innovative customer-focused strategy in simulated environment. Market conditions change
during the week as the strategic plans are being developed leading to a highly charged competitive
business environment. The teams are expected to thoroughly analyse their customer strategy and
then present their plan to an executive commission on day 5. Feedback and peer review ensure
learning opportunities are maximised.

Customised In-house Advanced

Telecoms Business Training
Although we provide effective and balanced
Advanced Business Diploma programmes, we
also recognise that individual organisations have
their own particular focus and requirements. Our
unique modular scheme allows you to create a costeffective programme that meets your precise needs
and delivered at a venue of your choice.
Each unique programme will incorporate modules of
your choice dealing with industry direction,
commercial/business issues, leadership, finance,
technology, economics, marketing and strategy
(amongst other topics) making the whole experience
as relevant as possible to your organisation.
Throughout the process you will be guided by your
account manager and one of our experienced training
developers who will ensure that we produce and
deliver a course that exactly matches your needs.

In-house Programmes
Programmes can be fully customised
to meet exact requirements
Allows for discussion of real issues
affecting the business in a candid and
constructive atmosphere facilitated
by real experts
Flexible delivery options to meet exact
needs of our customers with
blended learning an option,
incorporating on-line Webinar or
Tutorial options, as well as Distance
Learning modules and on-line
multimedia learning
Post-course support provided as
standard ensuring key personnel
have the resources to maximise their
competency development, via:
Telecoms Virtual Campus,
providing a wide range of training,
information, and intelligence
resources from Informa Telecoms
Academy and the Informa
Telecoms & Media Research Team
with notifications of significant
additional content
On-going access to trainers and
experts via LinkedIn, or direct

Booking line +44 (0)20 7017 5514

We can fully customise the

Competency Development Journal to
ensure participants are able to APPLY
the training directly to their own
context
Post-Course evaluation summaries
provided as standard for In-House
programmes
Dedicated support staff and logistical
procedures to ensure smooth running
of the programmes, and to make sure
Training Departments are fully
supported before, during and after the
training
Both pre-course and post-course
on-line testing can be added
Informa Telecoms Academy can help
with internal Marketing in order to help
maximise return on training
investment

For more information contact us on:

+44 (0)20 7017 4144 or email:
training@telecomsacademy.com

Email training@telecomsacademy.com