Customer Experience Management in Telecoms

Transcription

1 Welcome to Customer Experience Management in Telecoms 26 th 28 th January 2015 The Victoria Park Plaza

2 Customer Experience: Transform or Die There is no growth in the comfort zone and no comfort in the growth zone. ELIA ASENSIO Head of quality, Vodafone Europe Claudio De Angelis head of CEM sales, Ericsson London, January the 28 th, 2015

3 Customer Experience: Transform or Die Elia Asensio Head of Quality, Vodafone Europe Claudio De Angelis Head of CEM sales, Ericsson Elia has 15+ years of experience in telecommunications, active contributor to business success with experience in networks, planning, engineering and deployment. Currently Elia leads Quality team in Vodafone Europe, working to guarantee Vodafone quality performance standards in mobile and fixed and bridge gap between performance data and customer experience-nps. Claudio leads the Global CEM Sales team, and works to identify value by creating CX and Big Data initiatives with Ericsson s strategic clients. 18 years in Management and Consulting, mainly in Telecoms. Sales, Transformation Delivery and People Management. Commercial in confidence January 2015 Page 3

4 Agenda 1 introduction Inside-out & outside-in: 2 sides of the same coin 2 Vodafone: Testimonial of inside-out best practice 3 The neglected son: outside-in 4 Q&A Commercial in confidence January 2015 Page 4

5 be proactive or your customer will react for you "Syed revealed that his promoted tweet campaign cost him $1,000 and reached almost 80,000 people, garnering almost 15,000 'engagements' which are retweets and favorites." (British Airways located Syed's father's luggage, and returned it along with an apology). Commercial in confidence January 2015 Page 5

6 Don t assume Telecoms is in better shape 6 Commercial in confidence January 2015 Page 6

7 Yes, someone else is even worse 7 Commercial in confidence January 2015 Page 7

8 there are top class examples too 8 Commercial in confidence January 2015 Page 8

9 Ericsson s Customer Experience Lifecycle Model Thinking of leaving I need to review my service/product I am thinking of leaving the operator I have chosen the option that is best for me Choose us and Buy I want a product / service and I have a choice of providers I know what I want to buy Transparency Personalization Pay I need to pay for my services I pay for my services in a way that suits me Emergency I need emergency help as my device/ account has been lost, stolen or cancelled Responsibility & ownership Fix it I need help to resolve a problem/ query the problem/ query is now resolved in a way that makes me feel valued Commercial in confidence January 2015 Page 9 Speed Get Buy & first usage I want to become a customer of the operator I am using my product/service for the first time Simplicity Activate I need to activate my new service... I want to login to my account Accessibility Explore I want to get the most out of my product/ service, I am using my product/ service exactly how and when I want to, with the promised performance

10 Inside-out & outside-in Corporate strategy, customer expectations and shareholder promise, business goals and brand health JOURNEY MAPPING BRAND HEALTH OPTIMIZATION Quality of (any) services offered, as near to the customer s perspective as possible SERVICE MEASURES CONTACT CENTRE ANALYTICS CHURN ANALYTICS SERVICE QUALITY MANAGEMENT e.g. Video Streaming Quality e.g. SLI Service Level Index Perception metrics (how customers think and feel), descriptive metrics (what actually happened), outcome metrics (what customers did / will do) EXPERIENCE MEASURES VOICE OF THE CUSTOMER SOCIAL MEDIA ANALYTICS Network & IT system performance, OSS, BSS, counters, log files, drive test TECHNOLOGY MEASURES e.g. Online Usage Analysis and Reporting. e.g. Packet Loss Rate NETWORK TO SENTIMENT CORRELATION e.g. Net Promoter Score e.g. Web Buzz / Social Media Commercial in confidence January 2015 Page 10

11 Agenda 1 introduction Inside-out & outside-in: 2 sides of the same coin 2 Vodafone: Testimonial of inside-out best practice 3 The neglected son: outside-in 4 Q&A Commercial in confidence January 2015 Page 11

12 Vodafone s CEM Business Drivers Understanding & Measuring (why we are doing what we are doing) Customer Experience A different APPROACH to Customers New CHALLENGES as Mobile Operator Streamlined operation as enabler for CX NETWORK INVESTMENT according to CX, profitability and / or technical constraints Increasingly important to improve LOYALTY. NETWORK as KEY EXPERIENCE PLATFORM COST REDUCTION REVENUES INCREASE DIFFERENTATION DATA CONSUMPTION increasing dramatically More accuracy on diagnosis reducing MTTR Efficiency on network monitoring, fault resolution and preventive maintenance Tools consolidation enablement CHURN REDUCTION Proactive QoS management Commercial in confidence January 2015 Page 12

13 Vodafone s CEM Journey Understanding & Measuring (where we were, where we are) Customer Experience network-centric KPIs-centric NETWORK COUNTERS NETWORK COUNTERS PROBING SYSTEM MARKET DRIVE TEST PROBING SYSTEM MARKET DRIVE TEST NETWORK NPS CROWD- SOURCING Silos across data sources First level of correlation across sources; simple algorithms not further exploration in customer management Commercial in confidence January 2015 Page 13

14 Vodafone s CEM Journey Understanding & Measuring (where we want to be) Customer Experience customer-centric NETWORK COUNTERS Identify upselling opportunities: users with high download volume and low subscription profile. VIP users monitoring or groups monitoring. PROBING SYSTEM E2E CUSTOMER EXPERIENCE MARKET DRIVE TEST Customer calls to Customer Care where solution improves first call response, based on real-time data, experience per service, etc.. Real time incidents per user, most probable cause and map visualization of regions, areas, cells. NETWORK NPS CROWD- SOURCING Prioritize investments and optimization actions for network deployment and expansions based on customer experience. Commercial in confidence January 2015 Page 14

15 The Spanish Example Understanding & Measuring TRIAL: POTENTIAL OF THE ERICSSON SOLUTION Customer Experience WHERE WHAT HOW WHEN Galicia (800Ks Customers) 2G&3G Data: Web Browsing, Video, File Transfer 3G Voice: Dropped Calls Real Time Network Information from Probes & Intelligent Mediation June 2014 CONCLUSIONS: Excellent solution with information based on individual customers and with a friendly user interface Combines and correlates multiple information sources with intelligent mediation Find Drivers and Insights to improve network perceptions USES CASES: Classification of customers according to different experiences Identification of areas with low performance by type of service. Worst cells radio vs worst cell based on customer impact Commercial in confidence January 2015 Page 15

16 Agenda 1 introduction Inside-out & outside-in: 2 sides of the same coin 2 Vodafone: Testimonial of inside-out best practice 3 The neglected son: outside-in 4 Q&A Commercial in confidence January 2015 Page 16

17 without outside-in your not facing up to Cx Since experiences are inherently personal to every consumer, this necessitates the inclusion of subjective experience KPIs alongside objective measurements. Objective data alone does not tell the whole story, nor does it truly measure, monitor and manage the experience. BUSINESS OBJECTIVES Get EXPERIENCE MEASURES SERVICE MEASURES EMC SOC Experience Management Center Service Operation Center The EMC must take an outside-in approach that focuses on staging memorable events that engage customers in an inherently personal way. TECHNOLOGY MEASURES NOC Network Operation Center THE NETWORK AS AN EXPERIENCE PLATFORM Commercial in confidence January 2015 Page 17

18 Example #1: capturing CX using complexity theory approaches Working in a complex environment on subjective perceptions, root-cause analysis tends to mislead as the interactions between different modulators cannot be reduced to a single root cause. story modulators Promoters don t promote: 15% would never, ever recommend and 27% don t see the difference to other networks and would never, ever recommend story story story Mass Qualitative Information Quantified Root causes Perceptions Hygiene. Detractors don t detract: only 19% would never, ever recommend Not many recommend highly services such as voice and web browsing even though on a traditional survey the scores were high - i.e., traditional surveys are subject to response bias 50% of network perception is not about the network Service as well as reliability matters more than price Service means responsibility and ownership which matters more than obtaining the actual answer Using stories to derive insight, help us unpack not just CX but NPS too. But you need to try out. Commercial in confidence January 2015 Page 18 (*) Ericsson study, 1500 stories Indian operator

19 Example #2: digital experience Find Informed online Carefully compare products and prices Get & Set-up Buy on-line Flawless, rapid delivery / activation Use Share shopping Get help, Pay for, experience / Modify use Prefer self-serve and self-provisioning solutions OPERATOR Channel as vertical platform solution, NOT integrated: NOT consistent process and data context management NOT fully automatized fulfillment : subsequent customer interactions, paperwork; Processes can be digitalized and self-served still delegated to Call Centre / Dealers WHAT IF. (across channels) one digital consistent process and data Consolidated / Integrated, current view of the customer Effective and integrated management of data (IT and Network, Web and social) Compelling, integrated, seamless experience Near-real-time service delivery and activation Commercial in confidence January 2015 Page 19

20 Customer Experience: Transform or Die If you charge for the demonstrated outcomes that your customers achieve, then you are in the Transformations business. This is the next stage of economic progression after Experience. ELIA ASENSIO Head of quality, Vodafone Europe Claudio De Angelis head of CEM sales, Ericsson London, January the 28 th, 2015

21 Commercial in confidence January 2015 Page 21

22 Welcome to Customer Experience Management in Telecoms 26 th 28 th January 2015 The Victoria Park Plaza