Leverage Customer Experience Management to Innovate Better

Christophe RufinOrangeDirector – OTT TV Ecosystem christophe.rufin@orange.comTwitter: @christopherufin

Leverage Customer Experience Management to Innovate Better

3-5 November 2014,Thistle Marble Arch, London

#CEMcongress

Telecom CEM World Congress 2014 - Orange - @christopherufin

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One of the world leader CSPs239M customers in 160

countriesTurnover : 41B€ (2013)

A major European multiscreen operator

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About Orange

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Orange apps downloads

As of September 1st, 2014

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Smarter customers

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Talk is cheap, silence is fatal

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Indicator Best for

Satisfaction Evaluation of point of contacts

Net Promoter ScoreTM Evaluation of brand perception

Customer Effort ScoreTM Evaluation of customer journey

Tracking Customer Experience

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Satisfaction is not an equation

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Usage is the ultimate indicator

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Image source: Mix Panel

The power of cohort analysis

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Between 70% to 90% of innovations fail to attract

customers*

* Eager Sellers and Stony Buyers: Understanding the Psychology of New-Product Adoption by John T. Gourville

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“Innovation failure costs $100 billion annually to U.S. Fortune 500 companies”Anthony Ulwick, CEO of Strategyn, San-Francisco based innovation consultancy.

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AGILITY:THE GOAL IS NOT TO DELIVER

FASTER BUT

RESPOND TO CHANGE 15

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“Just figure a way to release a new version of your

software everyday, without breaking everything”

Embrace change

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Adapted from Guilhem Bertholethttp://www.guilhembertholet.com/blog/2014/01/16/7-facons-de-tester-son-idee-de-startup-avec-un-minimum-viable-product-mvp/

Start with a MVP

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iterate

concept MVP complete product

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35 000 customers involved in product co-creation

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“If I had asked people what they wanted, they would have said faster horses.”Henry Ford

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Listen & respond

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picture: http://www.visionmobile.com/blog/2013/05/a-game-of-ecosystems-measuring-ecosystem-performance/

A game of Ecosystems

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Cloud API - example

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Takeaways

Embrace the new customer paradigm

Invest in co-creation

Listen & respond

Leverage open innovation

Let’s work on this together!

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thanks@christopherufin

Telecom CEM World Congress – Leverage Customer Experience Management to Innovate Better

11/4/2014