Learning from best practices on Customer Experience &

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Presentations text content in Learning from best practices on Customer Experience &

Slide1

Learning from best practices on Customer Experience & Telco 2030 workshop

Samena CMO Day 2nd Chapter

Erik Almqvist, Adam Gibbs, Fran Gonzalez, Edwin Grummitt, Nirnay Mangilal, Carlos Pinto, Gergana Rangelova, Sean Rivett, Filippo Vigano

29

th

of September

Slide2

The last 30 years of telecom history (condensed version!)

2

Telecom history until todayTypically the first entrant’s positioning, advantage through wider network coverage

Position left for further market players: risky as it leaves the player vulnerable to margin squeeze

Customer experience opens up a new source of competitive advantage and differentiation, which is much more sustainable than e.g. price positioning

Network

Price

Customer Experience

Typically the second entrant’ positioning, advantage through speed to market and service innovation

Service innovation & speed to market

Customer experience opens up a new source of competitive advantage and differentiation, which is much more sustainable than e.g. price positioning

Customer Experience

Typically the second entrant’ positioning

Position left for further market players: risky as it leaves the player vulnerable to margin squeeze

Service innovation

Price

Slide3

The path towards customer excellence starts with eliminating dissatisfaction, moving towards differentiation

3

Three step journey to superior customer experienceFix the basics

Consistent

customer experience

with the right KPI’s

Creating a

unique customer experience

Identify and eliminate key drivers of customer dissatisfaction

Fix the customer experience throughout the whole customer lifecycle

Add customer experience differentiator

Eliminate

dissatisfaction

Satisfy

Differentiate

Slide4

The telecom industry scores in the 0-30 NPS range, whilst top performers score in the 60-80 range

Promoters

Passively satisfied

Detractors

Unhappy customers who have had a poor customer experience with the company and who spread negative word-of-mouth comments about the

company

Satisfied

but unenthusiastic customers

who stay w

ith

a particular company more due to inertia than true loyalty

and who can

be easily wooed by the

competition

Loyal enthusiasts who keep buying from a company and urge their friends and colleagues to do the same

9

8

10

7

5

6

4

3

2

1

NPS Score

Most telecom operators score in the NPS score range

0

to 30

Top performers

have

an NPS of

60–80

Harley

Davidson:

81

Amazon:

73

GiffGaff

MVNO

73

Apple:

66

Referral very

likely

Referral very unlikely

NPS scoring

Slide5

Best Practices from other industries and MVNOs

5

Best Practices in Customer ExperienceAll trademarks and logos belong to their respective owners

Experience

How?

Key Message

It gives its customers the chance to transform who they are

Define yourself

through the product

It connects with its customers through superior design

Superior design

It delivers a personalised shopping experience

Leverage the power of

information to deliver a personalised experiences

It’s a social business developed, implemented and run by customers The Community of users define and run the service

It builds a passion through a rich company history, endless journeys and storiesIt delivers an exciting element through industrial and user interface designIt utilises all the customers information to provide customized recommendations

It partners with customers to build and run their business

NPS 73

NPS 81NPS 73

NPS 66

Slide6

Typically consumer decisions are taken on the basis of emotions (‘customer experience’) - logic is then used to

rationalize the decision

6How telecom customers make decisions

I really like my

operators’s

humorous way of describing their packages

“I just got a great deal from my operator”

Slide7

Global customer experience leadership is a multistep journey where the most successful traditional operators of the world are only about half way

7

The journey ahead

Source: Analysys Mason

1

A line not yet crossed in Telco customer experience

2

4

5

6

Fixing the basics

Ensuring consistency in all

touchpoints

, implementing the right KPI’s

Implementing across all products and services, segments and touchpoints

Seeing the whole customer, understand and develop what really drives value

3

Global leadership in customer experience

Creating a unique customer experience, link to financial value

Slide8

What if … we could look into the crystal ball and see the

telco

of the year 2030… already NOW?The telco of 2030

Slide9

Each one of you will be part of a team…two tables forms a team!

9

Workshop teams1

2

3

4

Team Barracuda

Screen

x

Represents a table with number x

Team Alligator

Team Barracuda

Team AlligatorTeamFalconTeam HammerheadTeam CamelTeamGiraffe

876

5Team CamelTeam Eagle9

101112Team DolphinTeamGiraffe

Slide10

Teams, moderators and questions

10

Team moderator

Question

Team Alligator

Adam

What kind of experience will customers expect from

telcos

2030?

Team Barracuda

Carlos

How will telcos utilise customer information to improve customer experience (ex. Amazon)?Team CamelErikHow will telcos transform into social businesses (ex. GiffGaff the MVNO)?

Team DolphinEdwinHow can affinity/emotions be built between the customer and a telco (ex. Harley Davidson). How can telcos build on the five senses? (ex. Emirates)?Team Eagle

FilippoWhat will the telecom shopping experience of the future look like?Team FalconFranWhat will the customer service experience look like (call centre, web, person, other...)Team Giraffe

SeanWhat will the payment experience of the future look like? What will loyalty schemes look like?Team HammerheadNirnay/GerganaWhat will the retention and leaving experience look like?

Slide11

Team Alligator – Moderator Adam

11

Question

What kind of experience will customers expect from

telcos

2030?

Prediction 1

Prediction 2

Prediction 3

Prediction

4

Prediction 5

3 top predictions per group shall be presented

Slide12

Team Barracuda – Moderator Carlos

12

Question

How will

telcos

utilise customer information to improve customer experience (ex. Amazon)?

Prediction 1

Prediction 2

Prediction 3

Prediction

4

Prediction 5

3 top predictions per group shall be presented

Slide13

Team Camel – Moderator Erik

13

Question

How will

telcos

transform into social businesses

(ex.

GiffGaff

the MVNO)?Prediction 1

Prediction 2

Prediction 3Prediction 4Prediction 5

3 top predictions per group shall be presented

Slide14

Team Dolphin – Moderator Edwin

14

Question

How can affinity/emotions be built between the customer and a

telco

(ex. Harley Davidson). How can

telcos

build on the five senses? (ex. Emirates)?

Prediction 1

Prediction 2

Prediction 3

Prediction 4Prediction 5

3 top predictions per group shall be presented

Slide15

Team Eagle – Moderator Filippo

15

Question

What will the telecom shopping experience of the future look like?

Prediction 1

Prediction 2

Prediction 3

Prediction

4

Prediction 5

3 top predictions per group shall be presented

Slide16

Team Falcon – Moderator Fran

16

Question

What will the customer service experience look like (call

centre, web, person, other...)

Prediction 1

Prediction 2

Prediction 3

Prediction

4

Prediction 5

3 top predictions per group shall be presented

Slide17

Team Giraffe – Sean

17

Question

What will the payment experience of the future look like? What will loyalty

schemes look like?

Prediction 1

Prediction 2

Prediction 3

Prediction

4

Prediction 5

3 top predictions per group shall be presented

Slide18

Team Hammerhead – Nirnay and Gergana

18

Question

What will the retention and leaving experience look like?

Prediction 1

Prediction 2

Prediction 3

Prediction

4

Prediction 5

3 top predictions per group shall be presented

Slide19

Table 1. Team Alligator

Slide20

Table 2. Team Alligator

Slide21

Table 3. Team Barracuda

Slide22

Table 4. Team Barracuda

Slide23

Table 5. Team Camel

Slide24

Table 6. Team Camel

Slide25

Table 7. Team Dolphin

Slide26

Table 8. Team Dolphin

Slide27

Table 9. Team Eagle

Slide28

Table 10. Team Eagle

Slide29

Table 11. Team Falcon

Slide30

Table 12. Team Falcon

Slide31

Table 13. Team Giraffe

Slide32

Table 14. Team Giraffe

Slide33

Table 15. Team Hammerhead

Slide34

Table 16. Team Hammerhead

Slide35

Table 17. Team Hammerhead

Slide36

Slide37


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