Building a Meaningful Customer Experience on a Global Scale

Roman Nedielka Group Director Customer Experience

April 17th, 2013

CEM Summit in Telecom, Lisbon

2

Telecoms

TELECOM INDUSTRY IS ALREADY PUTTING A LOT OF EMPHASIS ON THE

CUSTOMER EXPERIENCE SUBJECT

Banking

Retail

Airlines

IT and services

Insurance

(29%) Others

21%

3%

20%

14%

8%

5%

Telecom industry has the highest concentration

of resources on Customer Experience…

…still, no operator is

being referred as the CE

leader

Why is this and what can be done?

Concentration of CE resources per industry

3

TO BECOME A RECOGNIZED CE LEADER, TELECOM COMPANY SHOULD

LOOK AT ATTRIBUTES OF ALREADY SUCCESSFUL CE LEADERS

Globally recognized

Meaningful

Top 5 recognized CE leading

businesses

1. Apple

2. Amazon

3. Zappos

4. Starbucks

5. Disney

1

2

Can a telecom player become a CE leader, i.e. globally recognized provider of a

meaningful customer experience?

4

-15% 24%

83%

-15% 23%

74%

13% 46%

76%

26% 50%

73%

6% 37%

71%

-21% 11%

38%

-9% 28%

66%

-40% -20% 0% 20% 40% 60% 80% 100%

TELECOM INDUSTRY IS AMONGST THE MOST CHALLENGED INDUSTRIES IN

THE DELIVERY OF CUSTOMER EXPERIENCE

Financial services

Insurance

Online services

Retailing

Technology

Telecommunications

Travel / hospitality

Net Promoter Score (NPS) by Industry Group

Less opportunities to exceed expectations Portfolio of our services is limited = A

5

CUSTOMERS ARE INTERACTING WITH SERVICES OF TELECOM OPERATORS

ALMOST CONTINUOUSLY THROUGHOUT THEIR LIVES

1/4

…check their mobile

devices every 30

minutes.

1/5

…check their mobile

devices every 10

minutes.

3/4

…of 25-to-29-year olds

sleep with their

phones.

Customer is facing our services all the

time

More chances to fail in front of a

customer

B

6

EXPECTATIONS OF CUSTOMER ARE INCREASINGLY SET BY THE BEST OF

EXPERIENCES GLOBALLY

International

social links

Raise of global

services

providers

More travelling

Globalization

of

expectations

Friends in

another country

Followers from

another country

16%

35%

Growth of

international travel

5%

7

CONTRARY TO MODELS OF CE LEADERS, TELECOM INDUSTRY OPERATES

AS A LOCAL BUSINESS IN EACH MARKET WITH A LITTLE GLOBALIZATION

Multiple technologies

Distributed access to talent

Local processes

Fragmented

Market specific products

Country 1

Country 2

Country N

Telecom

industry

world view

Processes standards including CE

Central global talent

Unified strategies

Leading systems and tools ...

Global

World

Country 1

Country 2

Country N

Challenge to build a

global recognition of

CE leadership

CE leaders

world view

8

INTERNATIONAL TELECOM PLAYERS CAN ESTABLISH GLOBAL

POSITIONING THROUGH REFERENCING OF SPECIFIC COUNTRIES

Cu

sto

me

r’s

sa

tisfa

cti

on

an

d l

oya

lty

Just meeting basic

customer’s

expectations

Leadership

Selective

excellence

Necessity

Exceeding customer’s

expectations in

selected interactions

Becoming reference

of CE within telecom

industry

Several

Majority Several

Majority Several

1~2

markets

Stage of local CE maturity

None

Beginning Transformation Target

Majority

None

Reference for positioning

and perception buildup

Local markets driven journey of “becoming a globally recognized CE leader”

9

BEING A MEANINGFUL COMPANY ASSOCIATES ALSO WITH A GREAT

CUSTOMER EXPERIENCE

Degree of brand meaningfulness

Net

Pro

mo

ter

Sco

re

Strong correlation between Net Promoter Score and how meaningful is the company provides

a new angle on how to manage customer experience

Global meaningful brands

10

MEANINGFUL COMPANIES DO NOT JUST OFFER APPEALING SERVICES, BUT

ALSO PROVIDE RELEVANT PERSONAL AND COLLECTIVE OUTCOMES

Product outputs Personal outcomes Collective outcomes

Usefulness of products

Degree of innovation

Prices of services

Safety of products

Reflection of customer’s

expectations in portfolio

Quality of services

Physical - health, personal

appearance

Emotional - satisfaction,

identity

Social - Relationships

Productivity - time savings,

simplicity of life

Intellectual – Ideas

Financial - financial security,

cost management

Workplace

Community

Environment

- Social commitment

- Climate change

Government and Ethics

Economy

- Jobs creation

- Sustainability leader

Meaningful brand

11

TELECOM OPERATORS SHOULD BECOME MORE VISIBLE IN CUSTOMER’S

EXPERIENCE OF MOBILE SERVICES USE

Operators services are hidden from customers view, they can:

Applications Operating sys. Devices Operators

Service Control Hardware Data transfer

Layers of customer

interactions

Traditionally trying to expand the value

chain

- Entering services and devices parts

Become more relevant, impactful,

meaningful

- Leverage exclusivity in operator’s

interactions e.g. retail, selfcare

Opportunity ? OR

12

INTRODUCTION TO ETISALAT

The Middle East’s largest operator, second most valuable brand and third largest

corporation with a market value of $20billion and annual revenues exceeding

$8.7billion

A regional powerhouse with operations in 15 countries across the Middle East,

Africa, and Asia

Etisalat’s GSM network covers more than 1 billion people and satellite services

cover two thirds of the planet’s surface

One of the world’s fastest growing telcos with subscriber numbers growing from 4

million in 2004 to 125 million in 2012

13

IN CUSTOMER EXPERIENCE MANAGEMENT, BOTH RATIONAL AND

EMOTIONAL ELEMENTS ARE CONTRIBUTING TO THE CE PERFORMANCE

50% 50%

NPS performance

Quality of products and services

Accuracy and transparency of

billing

Responsiveness of call centers

Services delivered at point of

sales

…

Brand and positioning

Communication and campaigns

Values of the business

Behavior of employees

…

Customer

Experience

Rational elements Emotional elements

Telecom industry drivers

14

CAPTURING THE BEST OF LEADERS GLOBALLY AND LOCALLY IN THE

CUSTOMER EXPERIENCE

Getting to know Buying Using Contacting Leaving

Confidence in

communicated

messages

One-man can do all

at POS

Simple products

portfolio

Feedback

management

Simplicity of product

and services

Tailored guidance

and

recommendations

Fully online

Strong ATL

presence

Brand positioning

New aircrafts

Excellent cabin

crew

Great logistic

processes

Status perception

when flying with

Emirates

Rational

Emotional

Solid product

continuity

Leading loyalty

program (Skywards)

with benefits and

strong

communication

Online ticket

management

functionality

Personalization and

knowing the

customer

Design and

ambience of POS

stores

15

ETISALAT IS ON ITS JOURNEY TO BECOME A GLOBALLY RECOGNIZED

CUSTOMER CENTRIC TELECOM PLAYER

Customer Experience

Global Meaningful

Processes

excellence

Design

Perception

Continuously improving

processes

Excellence in interactions with

customers

Management of reputation and

leverage on best experiences

Brand and communication

New services are designed with

customer experience mindset

Usability and great interactions

are foundations of design

16

Thank you

Sources

Global Customer Experience Management Survey 2011, Beyond Philosophy

2012 Net Promoter Score benchmark study of U.S. consumers, Satmetrix

UNWTO Tourism 2012 highlights, World Tourism Organization

The Anatomy of the Social Graphs 2011, Cornell University

Meaningful Brands, Havas Media

Contact

LinkedIn: www.linkedin.com/in/nedielka

Twitter: @nedielka

Web: www.nedielka.com