Integrating CEM into new business models and differentiation strategies.
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Transcript of Integrating CEM into new business models and differentiation strategies.
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Integrating CEM
into New Business
models and
Differentiation
Strategies
Stephen Essien
Head, Customer and User Exp.
Vodafone Ghana
2013 Customer Experience Forum I Product and Service Excellence
2
Stephen Essien
2014
2000 Marketing Executive
Customer and User Experience - Head
2010 Vendor Management - Head
2003
2005
2007 Call Centre – Senior Manager
2008
2013
Trade Marketing Manager
Call Centre Manager
Call Centre - Head
Only God Knows where I will be
Assessing the impact of new
business strategies on the
Operators relations with its
Customers
Why New Business Idea or Strategy?
Create Value for
Customers
Entice Payments or
Purchase
Convert Payments to
Profits
Customer Purchase
2013 Customer Experience Forum I Product and Service Excellence
A traditional purchase funnel:
5
1. Awareness 2. Familiarity 3. Consideration
5. Loyalty
4. Purchase
2013 Customer Experience Forum I Product and Service Excellence
The new purchase cycle: Funnel is gone! T
he c
ust
om
er
decis
ion jo
urn
ey
The consumer considers
an initial set of brands,
based on
brand perceptions and
exposure to recent touch
points.
Consumers add or subtract
brands as they evaluate what
they want.
Ultimately, the consumer
selects a brand at the
moment of purchase.
After purchasing a product or
service, the customer builds
expectations based on experience
to inform the next decision journey
2013 Customer Experience Forum I Product and Service Excellence
Customer Journey
Explore Renew, or
Leave Buy in Start-Up Use
Get
Support
Affordable and
Negotiable
Information
Available
Simplified Start-
Up Reliable Support Good Experience
Ease of use and
Transparency
Customer Experience Management
Customer Centric Approach
Impact of Customer
Experience
High Churn High Acquisition Budget Less Profitable
Good ROI Loyal Customers Market Share Competitive Advantage
Product Driven Approach Customer Driven Approach
Customer Choice.
8
I buy Experience not just a product
My main concern is after Sales Service
I will only come back if I am treated right
Understanding the role of
CEM in an operator’s brand
perception
2013 Customer Experience Forum I Product and Service Excellence
Brand Perceptions KPIs
10
• Top Of Mind Awareness
• Brand Preference
• Depth of Awareness
• Consideration
• Net Promoter Score
2013 Customer Experience Forum I Product and Service Excellence
Great network and care, good value tariffs are the key loyalty
drivers.
*Source: Loyalty research, Incite, survey Aug’13. 11
14%
14%
14%
9%
8%
8%
7%
6%
4%
4%
3%
3%
3%
2%
1%
1%
Have great network coverage
Offer really good value tariffs
Have great network quality
Have great customer Experience
Always make sure that I am on the right tariff for me
Help me when things go wrong
Be a brand that I can trust
Value me as a customer
Appreciate me for my custom
Treat existing customers in the same way as new customers
Have a wide range of handsets to choose from
Have the latest handsets available
Have a loyalty programme
Recognise me personally as an individual
Have additional products and services relevant to me
Have the best range of additional services
2013 Customer Experience Forum I Product and Service Excellence
Great network and care, good value tariffs are the key loyalty
drivers.
*Source: Loyalty research, Incite, survey Aug’13. 12
Have great network coverage
Offer really good value tariffs
Have great network quality
Have great customer Experience
Always make sure that I am on the right tariff for me
Help me when things go wrong
Be a brand that I can trust
Value me as a customer
Appreciate me for my custom
Treat existing customers in the same way as new customers
Customer
Experience
Management
Adapting the CEM Strategy
to different Customer
Segment
2013 Customer Experience Forum I Product and Service Excellence
Customer Segmentation
Who the customer is in the society
How Much Customer Spends on your Company
How many more Customer can we get on board through
Customer
Spend
influence
Status
14
Right Strategy
for the
Right Segment
15
Do not give so little to
your high Spenders
Do not give so more to
your little Spenders
2013 Customer Experience Forum I Product and Service Excellence
Strategic Approach on Customer Segmentation
Technology
Community/Environment
Process
Competition
People
HVC MVC
LVC
Co
mp
on
en
t
Approach
P1 to Retail Shop
Acct Managers
P1 to Retail Shop -
P1 to Call Centre
90:10 SL
Able to leave a Msg
P1 to Call Centre
80:20 SL
Access to the IVR
70:30 SL
Tag as VVIP on Issues
Instant resolution
Tag as VIP
Call Back within 4 Hours
Normal resolution time
Offer a Plus to all you get Offer a Plus to all you get Only Enjoy NCP
Product Testing
Special Events Tickets
Very Personalised
Product Testing
Special Events Tickets
Very Personalised
Usual Consumer
2013 Customer Experience Forum I Product and Service Excellence
Community
/Environment
Competiti
on
Process
Technology
People
Customer Experience Elements
2013 Customer Experience Forum I Product and Service Excellence
5 Benefits of Customer Experience Management
Customer Loyalty
More systematic approach
Increased Brand KPIs
TOMA
NPS
Brand Preference
ETC
Reduce Marketing Cost
Less on Acquisition
Increase Revenue
Better Share of Telecom
Wallet
Improvement of ARPU
Reduce Churn
Customer Stay with you
Customer becomes
advocates
2013 Customer Experience Forum I Product and Service Excellence
21
Integrating CEM
into New
Business models
and
Differentiation
Strategies
2013 Customer Experience Forum I Product and Service Excellence
Thank you