Buy Now! But what if your product
gets really complex?by Kristof Schraepen,
Mobistar
Speaker
PHOTO CREDIT: BRETT LIDER, FLICKR
BUY NOWBUT WHAT IF YOUR PRODUCTS ARE REALLY COMPLEX?
I AMKRISTOF SCHRAEPEN(E-BUSINESS MANAGER)
MY DAILY MISSIONREACHING THE ONLINE SALES TARGETS
ABOUTMOBISTARTELCO SECTOR4MIO SUBSCRIPTIONS150 BRICK & MORTAR STORESINDEPENDENT NETWORKEUPHONYONLINE SHOP
• SELLING PHONES• MOBILE (PREPAID/POSTPAID)• MOBILE INTERNET
(PREPAID/POSTPAID)• INTERNET (ADSL/VOIP)• TV (SATELLITE)
PHOTO CREDIT: SUSY MORRIS, FLICKR
IN TELCOEVERYTHING IS ALWAYS ON PROMOTION
PRODUCTCOMPLEXITYPHONES
- TYPE- BRAND- COLOUR
SUBSCRIPTIONS- PRICE / VALUE- PROMO (3)- EXTRA ONLINE PROMO- ALREADY A CUSTOMER?- SIM CARD DETAILS /
PREVIOUS OPERATOR- ID (CARD / REGISTRATION /
ADDRESS / …)- BANK ACCOUNT DETAILS /
DOMICILIATION- … PHOTO CREDIT: SEE-MING LEE, FLICKR
OUR RANGE
AT THE START,THINGS WEREN’T LOOKING SO
GOOD
SOURCE: HTTP://VANESSAWADARD.COM/
WE HAD4 PLATFORMS
THAT BECAME A MAINTENANCE NIGHTMARE
PHOTO CREDIT: CHRIS PHELPS, PICASA
AND FACED MANY USABILITY AND USER-EXPERIENCE PROBLEMS
REPORTING COMPLEXITY
THE RESULT OF THIS
SCORE 9-10
SCORE 1-6
ORDERING ONLINE
DELIGHTED
NOT SATISFIED
SOURCE: WEBORDER SURVEY FEB 2011
-31
38
THE RESULT OF THIS
SCORE 9-10
SCORE 1-6
DELIGHTED
NOT SATISFIED
SOURCE: WEBORDER SURVEY FEB 2011
32
-26
-GLOBAL-
46
-21
ORDER STATUS
34
-29
DELIVERY STATUS
INFO
THE ROAD TO SUCCESS
1. manage complexity
THE ROAD TO SUCCESS
2. enhance usability & customer experience
1. manage complexity
THE ROAD TO SUCCESS
2. enhance usability & customer experience
1. manage complexity
THE ROAD TO SUCCESS
3. simplify update & maintenance process
Starting over againfix what we have. If not, what new system?
PHOTO CREDIT: TINYAU, FLICKR
FLEXIBILITY = KEY
SOURCE: CMS BUYER’S GUIDE - ECONSULTANCY
PHOTO CREDIT: VIOLSCRAPER, FLICKR
GOLDILOCKSNOT TOO HOT, NOT TOO COLD.
STEPS TO A BRIGHTER FUTURETHE PROJECT
PHASE 1: ANALYSE NEEDS
PHASE 2: REBUILD
PHOTO CREDIT: Z HEISE, FLICKR
PHASE 1: ANALYSE CUSTOMER NEEDSBUILD A NEW TELCO SITE
BUILD A PROTOTYPE OF THE CONVERSION FUNNEL
PHASE 2: REBUILDLAUNCH STRATEGYEXPERIENCE ROADMAPCONCEPTUAL MODELFLOWSPAGE MODELS & WIREFRAMESTECHNICAL SOLUTION (DRUPAL)BUILD (AGILE)LAUNCHOPERATE
PS: YOU HAVE3 MONTHS TO BUILD IT
RESULTS
• INCREASED ORDER QUALITY - ELIMINATED NEED TO CALL CUSTOMERS AFTER ORDER
• INCREASED ORDER TO SALES CONVERSION AFTER ORDER (RELOAD / ACTIVATION / …)
• CONVERSION IDEAS ARE NOW BOUND BY TIME, NOT TECHNOLOGY
• CUSTOMER SATISFACTION INCREASED
RESULTS
HAS IT IMPROVED?
SCORE 9-10
SCORE 1-6
-31
ORDERING ONLINE
DELIGHTED
NOT SATISFIED
SOURCE: WEBORDER SURVEY FEB 2011 VS APRIL 2011
38
HAS IT IMPROVED?YES
SCORE 9-10
SCORE 1-6
-31
ORDERING ONLINE
DELIGHTED
NOT SATISFIED
SOURCE: WEBORDER SURVEY FEB 2011 VS APRIL 2011
38
57
-9 +22
+19
SCORE 9-10
SCORE 1-6
DELIGHTED
NOT SATISFIED
SOURCE: WEBORDER SURVEY FEB 2011 VS APRIL 2011
32
-26
-GLOBAL-
46
-21
ORDER STATUS
34
-29
DELIVERY STATUS
INFO
HAS IT IMPROVED?
SCORE 9-10
SCORE 1-6
DELIGHTED
NOT SATISFIED
SOURCE: WEBORDER SURVEY FEB 2011 VS APRIL 2011
32
-26
-GLOBAL-
46
-21
ORDER STATUS
34
-29
DELIVERY STATUS
INFO
HAS IT IMPROVED?YES
53
-12
60
-4
53
-
-7
+21
+14
+14
+17
+19
+22
PHASE 1
PHASE 2
Phase II
Allready customer ?
Advantage choice
Promo choice (+online promo)
Options
PHASE 2: THE CHECKOUT
Shopping basket
Promo Code
Your current number / operator
Personal Info
Address Info
Payment Info
Stay in touch (please? )PHASE 2
PHASE 2: THE CHECKOUT
Thank you. We’ve taken your order.
What’s next
Summary
PHASE 2: THE CHECKOUT
WHAT DID WE LEARN
1.Fixing what you’ve got is not always cheaper / better
2.Challenge traditional approach
• Agile vs Waterfall • Open-source vs Comm. Solution• Cloud vs own servers
3.Agile can work very fast and efficient
• If guided & controlled by your agency• Fully supported by the management
(IT, MKT & Web)• Experienced team members
COMMUNICATECOMMUNICATECOMMUNICATE
BUT THIS IS NOT THE ENDKEEP IN IMPROVING IS THE WAY TO SUCCESS:
UPDATES WE ARE PLANINNG:- CUSTOMER ZONE- FAQ- AND MANY MORE
Thank you
SOURCE: PHOTOBUCKET, KAT-CASSIDY
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