Upload
usman-zuberi
View
227
Download
0
Embed Size (px)
Citation preview
8/6/2019 CA- Presentation Ali Raza Arif
1/15
Total Customer Experience(TCE) Model
8/6/2019 CA- Presentation Ali Raza Arif
2/15
Telenor Pakistan
TP acquired a GSM license in 2004 and began commercialoperations on March 15, 2005.
At the end of May 2010 it had a reported subscriber baseof 23.65 million, and a market share of 24% making it
the country's second largest mobile operator.
Vision: We're here to help
Core Values:
Make it Easy
Keep Promises
Be Inspiring
Be Respectful
8/6/2019 CA- Presentation Ali Raza Arif
3/15
Sales and Service Center Hierarchy
S&SC
Central 2
Central 1
South
Karachi6 Walk-inCenters
Hyderabad
Sukkur
Quetta
North
8/6/2019 CA- Presentation Ali Raza Arif
4/15
S&SC Team Hierarchy
S&SC
PlanningTeam
QualityAssurance
Systems &Processes
CRM
Execution
8/6/2019 CA- Presentation Ali Raza Arif
5/15
Conventional Approaches of CustomerService At Telenor Pakistan
Currently, at TP, customer service approaches fall intoone of two categories.
Knowledge-Based solutions: At TP, they are designed tointerpret customer requests that are often based on
easily searchable and intuitively structured database bycalling 555 from the Telenor line
Transaction-based solutions: These allow customers tomake modifications to their plans and also enables real-time interaction b/w customer and operator. Its done by
logging in the customer to his/her personal details.
8/6/2019 CA- Presentation Ali Raza Arif
6/15
The downsides of conventionalapproaches
Knowledge-based solution
They push customers away from direct interaction
They work poorly if all customers asking the same questionexpect/require different result.
They have minimal customization since customertransactions here are not tracked
They must be regularly maintained for accuracy
8/6/2019 CA- Presentation Ali Raza Arif
7/15
Transaction-based solutions
They do not allow alignment of customer processes withbusiness objectives
Insufficient integration between various customerinteraction channels and back-office systems.
8/6/2019 CA- Presentation Ali Raza Arif
8/15
Fish-Bone Analysis
8/6/2019 CA- Presentation Ali Raza Arif
9/15
Resulting Issues
How do I integrate disconnected channels to speedcustomer problem -resolution?
Who are my most vulnerable customers
How do I reduce cost without reducing the quality of mycustomer-support
How much knowledge and intelligence to reduce averagecall time
How can we leverage information on customer usage,
segmentation and call behavior to drive incrementalrevenue
8/6/2019 CA- Presentation Ali Raza Arif
10/15
Recommendations
Collecting current, sufficient and accurate data
Ensuring information/content is up to date and effective
Integrating front end and back end systems
Providing customer features that enable control,customization and ease of use
Ensuring flexibility for offering new services andpromotions via efficient customer-satisfaction model
8/6/2019 CA- Presentation Ali Raza Arif
11/15
Build a Quantifiable TotalCustomer Experience Model
There is no single department or function that can claimtotal ownership of the entire customer experience.
With a TCE (total customer experience) model, companiesare able to visualize how to deliver and manage an
integrated and consistent experience for customersacross the matrix of multiple touch-points and channels.
8/6/2019 CA- Presentation Ali Raza Arif
12/15
Assess the Important Levels ofTouch-Points and Channels
The importance levels of each touch-point / channel indriving customer retention and customer referrals areidentified
Not all customers are created equal.
Treating all your customers equally implies that you arenot optimizing the resources you allocate amongcustomers.
Similarly, not all touch-points and channels are equallyimportant. Some are more important in driving
satisfaction, some are important in reflecting branddifferentiation, some are important in driving customerretention or referrals
8/6/2019 CA- Presentation Ali Raza Arif
13/15
8/6/2019 CA- Presentation Ali Raza Arif
14/15
Optimize Total CustomerExperience by Target Objectives
Target objectives need to be defined properly
Touch points responsible for helping achieve the targetsshould be identified
Only by focusing here, can a mobile network operator likeTP manage and optimize the total customer experienceby target objectives
Example, driving retention and referral could be thetargets.
Relevant touch points could be identified for theirexecution
8/6/2019 CA- Presentation Ali Raza Arif
15/15
THANK YOU