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Customer Experience, New Battleground for Telco to Win the Competition (Shifting from “Prices” to “Experiences” Competition) By Yudianto – September, 2013

Customer experience management ver1.0

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CEM (Customer Experience Management) will be another new revenue generator for the Telco Operator, since the price competition have been coming in to saturated and unprofititable phase.

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Page 1: Customer experience management ver1.0

Customer Experience, New Battleground for Telco to Win the Competition

(Shifting from “Prices” to “Experiences” Competition)

By Yudianto – September, 2013

Page 2: Customer experience management ver1.0

Content of Topics

• Indonesia Telco Industry Trendo Business and Service Trend

• Market Competition Behavioro Price Versus Experienceo Protect Customer Churno Increased customer satisfaction

• Customer Experience Elementso Network Performanceo Customer Resolutiono Product Portfolio

• Strategy to Enhance Customer Experienceo Technology Customer Profiling Toolso Personal Approacho Customer Satisfaction & Experience Metricso Content Innovation

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Indonesia Telco Market Trend

• Refer to the research, that Customer ARPU will going down, so price competition will not effective anymore, should be move to Experience Competition to uplift the Telco Operator revenue as a new “segment” of the revenue generator.

Price competition impact makes the ARPU going down, even we could boosting the traffic volume for the voice or messaging.

Data service business only have big traffic volume but not for the revenue it self

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Market Share Telco Market

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Market Competition Behavior

• Customer churn rate was led by with 11%. (Refer to the Indonesian Telecommunication Association, 2010)

• High Customer churn will stimulate high operational cost and of course reduce the revenue.

• CSI led by Telkomsel by 70.89, follows by XL with 68.69 and the last number of CSI is Indosat with 66.83 (Research by World Telecommunication Academy, 2012). Where the CSI influenced by:– Corporate image which always customer focus– Providing service which suit with customer need– Network Quality offered always connected

• Customer experience management should be build to optimizing the revenue.• If you do build a great experience, customers tell each other about that. Word

of mouth is very powerful

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Customer Experience Root Problems

Network Quality

Customer Service

Product Portfolio

meet customer

need

• Are corporate have all product which needed by the customer?

• Are product offered based on local condition?

• Are Product campaign meet customer required?

• Are we Fast & Well to receive and response any customer complaint?

• Are we have Complete complaint media, such as: Voice, Messaging, BBM, Email and other media?

• Are we using Problem Tracking Online Systems?

• Are we differentiate Customer treatment should be refer to the culture and potential local market?

• Are subscribers Always connected?

• Are we have limited coverage?

• Are we delivered good perceived network quality as company promised?

• Are we fast offering network problem resolution?

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Strategy Option to Enhance CE

Customer Approach

Metrics to measure the Impact

CE Management Tools

Mapping & Differentiate the

Network based on CE

• Price competition as which happen on 2008, it just make the Telco Industry dying collectively.• Telco operator should deploy the strategy to treats well the customer, makes them comfort & satisfy

using network and services• Customer experience will uplift our potential revenue and reduce cost due to customer churn

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Customer Experience Strategy Execution

CE Management Tools

• Customer experience management Tools for profiling customer expectation & experience

• Deep Packet Inspection Analysis to catch up other perspective of the customer experience

• Improve the effectiveness using our online trouble ticketing as part of customer problem resolution tools to impress customer experience about the complaint handling

Customer Approach

• Resolve the problem before complaint coming in to customer service , the CEM tools could make it happen

• Personal promo based on the profiling data

• Always monitor the subscribers activities to feed what they need, develop complete product portfolio

• Innovation to the product, content and the way to serve to impressed them, change becomes our product advocate

• LBA (Location Based Advertising), other customer experience to comfort using our network

Metrics to Measure the Impact

• Customer satisfaction index, continuous benchmark with competitor

• Customer Experience Index compared with the real customer response

• Mapping the network dispersion well in Nation Wide, where we have to attack, defend to enrich the customers experience

• Benchmark to other industry to update the customer need and trend

Mapping & Differentiate the network based on CE

• Divide the area based on market penetration to offered precise treatment to customer

• Divide the customer service treats based on customer mapping

• Mapping & maintain the network quality, refer to the revenue level & customer experience

• Different area should be offered different customer handling, or we have act local think local

• Customer treats cost should be mapped with the customer experience revenue

(1) Profiling the CE (2) Improve the CE (3) Evaluate the CEI

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Strategy Option Result

• Customer Impression, will advocate company at their crowd and community.

• Reduce subscriber churn, improve potential revenue loss, saving 5% churn means keep 2.5 Million stay on our network and generating revenue.

• Word of mouth will catch up idle customer to use the operator, and influence other customer to churn using best CE company.

• Customer Experience cycle continuously improve and innovate.

• Precise customer experience target.

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Thank You