CEM Compass Enhance your Customer Experience Management - Strategy - Execution
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Transcript of CEM Compass Enhance your Customer Experience Management - Strategy - Execution
CEM CompassEnhance your Customer Experience Management - Strategy - Execution
London, September 28, 2011
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the footer areaEricsson Consulting | OSS-BSS World Summit 2011 | 2011-09-28
CLOUD
LTE
NETWORKED
SOCIETY
CONNECTED
& SMART DEVICES Moments of
Truth
Network and Service Quality
Service and device portfolio
Customer Care, Information, resolution and competence
Flexible costs and billing
CE Moments of Truth
Cornerstones
In-Service Need;P/S QualityAvailabilityUsability
Customer Experience
Service Wrap;E2e Customer
facing OSS processes
Experience and Behavioral
Needs;Brand Image
Pre-Service;Marketing
CRM
Customers’ world is changing, impacting CEM approach
Multi-Channel BRAND
Interaction
Slide title 32 pt
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the footer areaEricsson Consulting | OSS-BSS World Summit 2011 | 2011-09-28
We have significant experience in CEM thanks to our engagements with operators
2B Subs.
12.000 Professionals, 1.300 Projects per year
Consulting and Systems Integration
Customers on Network Support
750M Subs.
Subscribers on Network Management
Continuing to invest
Pride groupPride groupgroup
Ericsson India Global Services
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the footer areaEricsson Consulting | OSS-BSS World Summit 2011 | 2011-09-28
Discovering insights is fundamental to obtain value investing in a CEM journey
50% Satisfaction Driver is NW Quality.
63% will churn if competitor offers
better NW quality. (4)
MBB service with better data activation would
create additional 20m $ FCF in four years (3)
Sources; (1) Operator Case, (2) Operator Case, (3) Operator Case (4) ConsumerLab Network Quality Study 2010,
Service quality optimization allowed
operator to increase 13% market share (2)
10% of subscribers base with potential for 1.5 $
ARPU increase if targeted offering (1)
Slide title 32 pt
Text 24 pt
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the footer areaEricsson Consulting | OSS-BSS World Summit 2011 | 2011-09-28
Case: Segmentation and targeting enhances CEM strategic direction
Results achieved
› Discovery of micro-segment; opportunity to build targeted offering with potential ARPU increase of 1.5$ for 10% of subscribers base
Market context
› Very competitive market, advanced services and infrastructure, differentiation challenge
› Exploration and trial of Dynamic Pricing for churn reduction and ARPU booster
Ericsson Dynamic Pricing and go to market consulting approach
TRIALEvaluation & Evolution
Integration & Implementation
PlanningAnalysis & DesignDP GTM
Strategy and Focus
Target Segmentation
Features and Roadmap
Collateral Implications
1
2
3
4
Technol ogyTechnol ogy
BSC
Cel lUt il .
h i!Zone In f o
Discoun tIn f o
REPORT
MARKETING
1
MARKETING
1
Cust omerCar e
3
Cust omerCar e
3
DTE
Comms..agency
2
Comms..agency
2
5
Subscr iber
4
Subscr iber
4
SALESCHANNELS
3
SALESCHANNELS
3
Insights impacting CEM process areas
Dis
co
un
t
-0.7
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-0.5
-0.4
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0.3% -6.6% -11.8% -16.1%
El ast ic it y*last 4 months, peaks evened out
Micro Segment
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the footer areaEricsson Consulting | OSS-BSS World Summit 2011 | 2011-09-28
Case: Performance optimization improves CEM real-time control
Results achieved› Automated and standardized processes› Total visibility of the quality of the network
Market context
› Leading operator with 6 million subscribers, holding 24 percent market share
› Continuing to introduce new standards in terms of service quality and pricing
Insights impacting CEM process areas
Service Quality
40
45
50
55
60
65
70
75
80
85
Time
KPI
0,80
1,00
1,20
1,40
1,60
1,80
2,00
ServiceUsage
Service Quality Service Usage
Service Quality
Usage Uptake
Ericsson network performance partnership with user service performance approach
TransformationPartnership Solution
AgreementBaseline and Target
Assessment
Current Performanc
e
Performance Commitment
Performance Levels Implemented
Optimized Performanc
e
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the footer areaEricsson Consulting | OSS-BSS World Summit 2011 | 2011-09-28
Case: CEM automation on Customer Lifecycle Management framework
Results achieved
› Foundation for Performance Based Service Assurance (Experience Map, SKPIs, RKPIs)
› Automated service monitoring and reporting
Market context
› Operator explore innovative business models to stay ahead of competition
› Satisfaction levels declined due to mobile data service quality and experience
Ericsson customer touch-points framework (LCM) sample approach
Data Readiness Quick-Wins
Architecture Recommendation
Data Activation Experience Map
Device Activation Assessment and Finance
Impact
Customer experience
map
Customer experience
map
Customer experience
Capabilitiesperspective
Proposed ArchitectureProposed
Architecture
Device activation assesment
Capability gap analysisCapability
gap analysis
Architectureperspective
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Insights impacting CEM process areasTOP handset brands with highest failed attempts(12 hours period)
One Iphone generated more than 2500 failed attempts
One BB 9700 generated more than 1250 failed attempts
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
Slide title 32 pt
Text 24 pt
Bullets level 2-520 pt
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the footer areaEricsson Consulting | OSS-BSS World Summit 2011 | 2011-09-28
Case: Diagnosis tool enhances satisfaction drivers and KPIs
Results achieved
› Establishment of satisfaction drivers KPIs› Network Quality Index with diary network issue
category & details
Market context
› Developing market with aggressive churn› Operator exploring on network and systems
data and applicability to marketing
Insights impacting CEM process areas
KPIs Diagnosis
Map perception / System data
Revenue Risk Assessment
Network Quality Churn impact
Satisfaction Driver Model & NPS
Profiling Questions, Diary exercise, Survey
& CDRs
Ericsson market research and technology consulting approach
Slide title 32 pt
Text 24 pt
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the footer areaEricsson Consulting | OSS-BSS World Summit 2011 | 2011-09-28
performance priority
loyalty
differentiation
Summary: Navigating CEM on 360° compass increasing Customer Lifetime Value
Customer Lifecycle Management
Customer Segmentation and
TargetingCustomer Satisfaction
Customer Experience Optimization
Understanding
Acting
CLV