Course Overview
The practical issues involved in implementing CEM and how to address them.
Following on from the Customer Centricity Fundamentals course, the Practitioners’ course develops the concepts introduced by considering how to use the Frameworks and Maturity Models. In a workshop-style format the instructor shows how to plot Customer Journeys against the Customer Lifecycle Model and the value of using the use-case template to capture the interaction between the various actors and the business.
In addition, the course goes on to consider the implementation phase and how to best use TM Forum artifacts to help deliver success.
Target Audience
Anyone who has taken the Fundamentals of Customer Centricity course and now wants some practical guidance on how to make it happen
Course Objectives
Service Providers:
• Learn how to actively manage your customers to benefit your business
• Measure the contribution customer experience improvements make to your bottom line
• Learn about the key considerations when implementing a customer experience improvement project.
Suppliers:
Service Providers are your customers. Learn what is important to them and how to apply the apply the Customer Centric approach as their supplier so that you are consequently supporting the needs of their customers.
Course Prerequisites
Frameworx Overview and/or Business Process Framework (eTOM) Fundamentals are recommended preparatory courses.
Fundamentals of Customer Centricity is a prerequisite
Expected Accomplishments
This course brings you from the “What” to the “How”. In the Fundamentals of Customer Centricity course, you will have learned the basic concepts of CEM and demonstrated how TM Forum Frameworx can help an organization to implement a more Customer Centric approach. This workshop-style course focuses on how this can be achieved.
Participants will see how TM Forum artifacts and Best Practices can be used to
• Scope the initial customer experience improvement project
• Identify the actors involved
• Utilize the power of Big Data and Analytics to better understand your Customers
• Establish the “As-Is” by applying the Maturity Model to establish the starting point
• Identify what you are good and bad at
• Create the project and set success factors
• Implement the project
Course Outline
• Unit 1: Understanding the Customer
Personalization and a market segment of one.
Customer journeys
Using the Process Framework
Use cases
Big data
• Unit 2: Where do we start?
The “As-Is”- Applying the Maturity Model
• Unit 3: Implementation
The workshop-style course is augmented by class discussion and exercises led by the instructor
