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Next Generation Channels &

Service Experience

Andrew O’Kelly

E-Government Symposium, 26th January 2012

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Service Experience

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1 in 10 consumers like to carry out safe shopping online from their mobile phones, in place of using traditional PCs or laptops to get the job done.

Source: Tesco Direct , 2011

141.1m Mobile Commerce users (up 38% on 2010), $86.1BN (up 75.9% on 2010).Gartner, July 2011

54% of Small Businesses provide employees with SmartPhones, 9% provide tablet devices

‘ICT usage among business customers’, ComReg, November 2011

Mobile

Service Innovation

Near Field Communications

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Changing Landscape

The Consumer Dynamic is changing…and so are we

Dynamic Content Based Services

Value Add

Build Customer Loyalty

All introduced in past 18m

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Mobile Experience - WiFi

5

4000 Hotspots by 2013

Improved lead times, provisioning and support

Management Reports

Adherence to Data Retention Act

Site Owner Costs No Installation or Rental charges

Access Point One Access Point per site (no site survey)

DSL Up to 8Mb/1.1Mb

Customers All customers get free Wi-Fi

Contract 3 year minimum term

Exclusivity No other Public Wi-Fi Provider

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Changing within also

Focus on rich media

Embracing Social Networks

Has become a valuable customer care channel over past 24m

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Our Social Media Mission Statement

To listen to & engage with our customers, deliver a great customer experience &

personalise our brand through engagement with customers, opinion formers and our

employees.

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KPIs

Without clearly defined objectives we have no

criteria on which to evaluate success.

AwarenessReach/Share of VoiceSearch Ranking# Tags# Unique Visits

AppreciationSentimentCustomer Sat# Page views/Posts# Community Members

Action

# Sale/Winback#Call Deflection# Registrations# Competition Entries

AdvocacyNPS# Referrals# Super Users

eircom(Twitter/Forum)

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2 4 -Jan 3 1 -Jan 0 7 -Feb 1 4 -Feb 2 1 -Feb 2 8 -Feb 0 7 -M ar 1 4 -M ar

Target 5 5 5 5 5 5 5 5

D ays 1 .3 1 . 5 0 .8 0 . 7 1 .1 0 . 6 1 .2 1 . 3

0

1

2

3

4

5

6So c ial M e d ia: Tim e take n to re s o lve e s c alati o n s

2 4 -Jan 3 1 -Jan 0 7 -Feb 1 4 -Feb 2 1 -Feb 2 8 -Feb 0 7 -M ar 1 4 -M ar

Q u eri es 5 2 7 2 6 6 6 1 7 8 6 3 7 2 3 3

Es c al ati o n s 6 0 4 3 5 2 5 0 4 6 3 8 3 7 1 5

01 02 03 04 05 06 07 08 09 0

So c ial M e d ia: Q u e rie s v Es c alati o n s

In co rrectl y ad vi s ed B ro ad b an d s p eed w as …

In co rrect p ackage ap p l ied

P req u al fai l u re

O rd er n o t p laced fo r B ro ad b an dB ro ad b an d n o t ceas ed w h en req u es ted

Exch an ge n o t en ab led

W o rki n g at s lo w s p eed s

0 5 1 0 1 5 2 0 2 5

So c ial M e d ia: To p d rive rs b re akd o w n

Acco u n t Is s u esB i l l in g

C P E B Bei rco m M o b i l e

FO TS Agen t In teracti o nTech n ical

ei rco m w eb s i teE-M ai l

P STNB ro ad b an d

0 5 1 0 1 5 2 0 2 5 3 0 3 5 4 0

So c ial M e d ia: C o n tac t d rive rs

2 4 - Ja n 3 1 - Ja n 0 7 - F e b 1 4 - F e b 2 1 - F e b 2 8 - F e b 0 7 - M a r 1 4 - M a r

P o s ts 1 8 3 1 0 5 2 9 2 7 1 9 1 9 1 9 1 3

D i re c t Q u e ri e s 3 9 3 9 3 6 2 7 3 6 2 8 3 0 2 2

0

5 0

1 0 0

1 5 0

2 0 0

F o r u m : P u b lic p o s t s & D ir e c t q u e s ti o n s t o C S R s

2 4 -Jan 3 1 -Jan 0 7 -Feb 1 4 -Feb 2 1 -Feb 2 8 -Feb 0 7 -M ar 1 4 -M ar

Tw eets + D M ' s 3 5 6 2 1 3 2 0 4 2 9 8 2 1 8 1 8 2 1 9 7 6 4

05 0

1 0 01 5 02 0 02 5 03 0 03 5 04 0 0

Tw itt e r: N u m b e r o f Tw e e ts is s u e d

2 4 - Ja n 3 1 - Ja n 0 7 - F e b 1 4 - F e b 2 1 - F e b 2 8 - F e b 0 7 - M a r 1 4 - M a r

F u l l 3 4 3 2 2 9 2 2 2 7 1 9 2 8 2 3

P a rti a l 2 2 1 3 9 2 0 1 4 1 4 9 6

05

1 01 52 02 53 03 54 0

F o r u m : P a r ti a l v F u ll R e g is t r a ti o n s

2 4 -Jan 3 1 -Jan 0 7 -Feb 1 4 -Feb 2 1 -Feb 2 8 -Feb 0 7 -M ar 1 4 -M ar

Fo l l o w ers 1 3 3 0 1 3 5 2 1 3 8 0 1 4 0 7 1 4 1 4 1 4 3 6 1 4 5 5 1 4 8 0

1 2 5 0

1 3 0 0

1 3 5 0

1 4 0 0

1 4 5 0

1 5 0 0Tw itt e r: N u m b e r o f f o llo w e rs

Social Media KPIs

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Net Promoter Score – Voice of the Customer

• Technology solution aggregates dimensional & transactional data for surveys

• Aggregate records from multiple Data Warehouses for Fixed & Mobile customers

• 84 touch-points covering Join, Get Help & Change customer journeys

• 2K customers polled daily

• Multi-channel customer interactions (phone, web, face-to-face, retail stores)

Promoters Don’t Leave

Remove sources of Detraction

First Time FixPerception-led. 20x difference between resolved/not resolvedAddressing processes & survey touch-points

Customer Effort Tracking effort via CRM. 8x difference between single call and customer having to follow-upDriving ‘ownership’ at front-line

Variation by Channel Reporting & Repair ChannelsAnalysis to identify root-cause process gapsEnhancements in-progress

Drivers of the Customer Experience

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Service Interactions

59%

23%

11%

5%2%

These 52 companies recorded over 150 million interactions in 2010 alone – 90 million or 59% were telephone calls with inbound accounting for double that of outbound.

Electronic communications (SMS and email) accounted for 16% of all communications.

*Other includes fax/letter, web-chats, smart phone interactions and other social media

SMS Outbound

Emails - Inbound 6%

- Outbound 5%

Self Service Calls

Telephone Calls - Inbound 40% - Outbound 19%

Other

35 million

Almost 90 million

Total Interactions 150.8 million

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• Location Dependency• Complex Integrations• Poor MI

Contact

• ‘IP Everywhere’: • Government Network• ‘Voice as an Application’• Collaboration• Cloud

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• Intelligent Routing• Uses Customer Scripts

(static)• No application data used• Op Ex & Cloud

Citizen

Scripts

eGov Data

eircom eVR

• Intelligent Processing• Self Service -

application Data used

eVR & Voice Portal Capability

Voice Portal

eGov Data

Citizen

Self Service

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Citizen

eircom eVR

Voice Portal Potential

Voice Portal

eGov Data

Citizen

Self Service

Secure

Third Party Agent

Branches

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Conclusion

• Make Communication Easier - who is calling, to what numbers, and why

• ‘One and Done’ – make an informed routing decision

• Automate what you can – to improve service availability and reduce cost

e.g. voice enable a Web Application

• Measure - seek and respond to feedback

• Consider outbound – to improve service and reduce inbound, to reduce

cost compared to white mail

e.g. SMS appointment reminders, notification of progress of an

application…

• Engage on Social Networks

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aok@eircom.ie

Thank You

http://www.linkedin.com/in/andyokelly