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Hasan Askarov MBA, CIM | MEA Telecoms Professional | UAE | mm11ha@mail.wbs.ac.uk
How digital channels drive customer
engagement and enhance CXHasan Askarov MBA, CIM
Dubai, UAE
23.01.2018
Hasan Askarov MBA, CIM | MEA Telecoms Professional | UAE | mm11ha@mail.wbs.ac.uk
Table of Contents
Hasan Askarov
profile
United Arab
Emirates in
brief
Digital
landscape
Internet use
Mobile activities
Top active
social platforms
Social media
use
Why digital
channels matter
The benefits of
best in-class
eCare
Higher customer
satisfaction
Richer
differentiation
Higher brand
advocacy
Digital touch
points
Customer
engagement
Customer
preferences
PROFILE 01 02 03 04Brief
introduction
UAE in brief Digital in the
UAEDigitizing
Customer Ex.
Driving
Customer En.
Slide 4 Slides 6-9 Slides 11-21 Slides 23-27 Slides 29-37
Hasan Askarov MBA, CIM | MEA Telecoms Professional | UAE | mm11ha@mail.wbs.ac.uk
Table of Contents
Hasan Askarov
profile
United Arab
Emirates in
brief
Digital
landscape
Internet use
Mobile activities
Top active
social platforms
Social media
use
Why digital
channels matter
The benefits of
best in-class
eCare
Higher customer
satisfaction
Richer
differentiation
Higher brand
advocacy
Digital touch
points
Customer
engagement
Customer
preferences
PROFILE 01 02 03 04Brief
introduction
UAE in brief Digital in the
UAEDigitizing
Customer Ex.
Driving
Customer En.
Slide 4 Slides 6-9 Slides 11-21 Slides 23-27 Slides 29-37
Hasan Askarov MBA, CIM | MEA Telecoms Professional | UAE | mm11ha@mail.wbs.ac.uk
Hasan Askarov MBA, CIM profileMarketing professional with 14+Ys of experience spanning across Turkey, Azerbaijan,
Russia and UAE working for industry leaders likes of Etisalat, Vodafone & Unilever.
Hasan Askarov MBA, CIM
Head of Marketing & Intelligence
Etisalat, UAE
Work Experience Education
Head of Marketing & Intellig.
Etisalat UAE
Jul 2013 to date
Head of Marketing & PD
Azerfon-Vodafone
Sep 2009-Jun 2012
Brand Group Manager
Azersun / Unilever
Apr 2006-Sep 2009
Master of Business Administ.
Warwick Business School UK
2014 [Distinction]
Senior Certified PM
IPMA Switzerland
2013
Professional Dip. in Marketing
Chartered Inst. of Marketing UK
2009 [The CIM]
Hasan Askarov MBA, CIM | MEA Telecoms Professional | UAE | mm11ha@mail.wbs.ac.uk
Table of Contents
Hasan Askarov
profile
United Arab
Emirates in
brief
Digital
landscape
Internet use
Mobile activities
Top active
social platforms
Social media
use
Why digital
channels matter
The benefits of
best in-class
eCare
Higher customer
satisfaction
Richer
differentiation
Higher brand
advocacy
Digital touch
points
Customer
engagement
Customer
preferences
PROFILE 01 02 03 04Brief
introduction
UAE in brief Digital in the
UAEDigitizing
Customer Ex.
Driving
Customer En.
Slide4 Slides 6-9 Slides 11-21 Slides 23-27 Slides 29-37
Hasan Askarov MBA, CIM | MEA Telecoms Professional | UAE | mm11ha@mail.wbs.ac.uk
United Arab Emirates (UAE)
Hasan Askarov MBA, CIM | MEA Telecoms Professional | UAE | mm11ha@mail.wbs.ac.uk
United Arab Emirates in briefUAE is an oil-rich country in the Gulf region with population of 9.4 million and
GDP reaching $400 billion USD and $75K USD per capita (adjusted).
POPULATION (MILLIONS) NOMINAL GDP (US$ BILLIONS) PPP-ADJUSTED GDP PER CAPITA (US$)
United Arab Emirates’ population will
reach an estimated 9.4m by the end of
2017. GlobalData expects UAE’s
population to grow at a CAGR of 1.4% to
reach 10.1m by the end of 2022.
UAE’s nominal GDP will reach an
estimated US$399.9bn in 2017, the fourth
largest in the region, and will increase at
a 7.3% CAGR to $567.5bn by 2022. Growth
will be driven by investment projects,
stronger performance in the non-oil
sector, the hosting of the 2020 World Expo
and the increase in oil production
capacity.
The PPP-adjusted GDP per capita in UAE
will reach $74,600 in 2017, the second
largest in the region after Qatar, and will
grow at a CAGR of 3.8% during 2017-2022
to $89,790.
Source: Global Data 2017, IMF, UAE FCSA, UAE NBS, UAE TRA, Dubai Stats Center, Abu Dhabi Stats Center.
Hasan Askarov MBA, CIM | MEA Telecoms Professional | UAE | mm11ha@mail.wbs.ac.uk
United Arab Emirates in briefThe GDP is estimated to grow on average 3% over the next five years with
inflation rate hitting 4.5% in 2018 due to introduction of its first tax – VAT.
Source: Global Data 2017, IMF, UAE FCSA, UAE NBS, UAE TRA, Dubai Stats Center, Abu Dhabi Stats Center.
REAL GDP GROWTH (% PER YEAR) CONSUMER PRICE INFLATION (%) EXCHANGE RATE (AED:US$)
Real GDP growth will slow down from 2.8%
in 2016 to 2.7% in 2017 as OPEC-mandated
cuts in oil production, which we expect to
be extended to H2 2017, lead to a
reversal of the recent upward trend in
output. Increase in output again in 2018
and stronger oil prices will boost
economic activity in 2018.
Fuel prices will increase in 2017 in line
with growth in international prices,
pushing up transport and utility costs.
Subsidy cuts and new levies on various
services will push up prices. In 2018,
introduction of VAT and domestic demand
strengthening will mean that inflation will
remain elevated.
Given the UAE dirham’s peg to the dollar,
the dominant issue remains the strength
of the US currency and the weakness of
European currencies. The peg has
provided stability for decades, and
despite the lack of monetary flexibility,
the authorities seem committed to the
system.
Hasan Askarov MBA, CIM | MEA Telecoms Professional | UAE | mm11ha@mail.wbs.ac.uk
United Arab Emirates in briefA duopoly market with almost $10bn telecoms services revenue growing at 3.8%
CAGR, mobile penetration surpassed 210% (on average two SIMs per user).
Source: Global Data 2017, UAE TRA, Etisalat AR, du AR, Virgin Mobile, Dubai Stats Center, Abu Dhabi Stats Center.
2017 PENETRATION IN A REGIONAL CONTEXT
REVENUE CAGR BY SERVICE TYPE
Hasan Askarov MBA, CIM | MEA Telecoms Professional | UAE | mm11ha@mail.wbs.ac.uk
Table of Contents
Hasan Askarov
profile
United Arab
Emirates in
brief
Digital
landscape
Internet use
Mobile
activities
Top active
social
platforms
Social media
use
Why digital
channels matter
The benefits of
best in-class
eCare
Higher customer
satisfaction
Richer
differentiation
Higher brand
advocacy
Digital touch
points
Customer
engagement
Customer
preferences
PROFILE 01 02 03 04Brief
introduction
UAE in brief Digital in the
UAEDigitizing
Customer Ex.
Driving
Customer En.
Slide 4 Slides 6-9 Slides 11-21 Slides 23-27 Slides 29-37
Hasan Askarov MBA, CIM | MEA Telecoms Professional | UAE | mm11ha@mail.wbs.ac.uk
Source: GSMA, Internet World Stats, Okappy.
Hasan Askarov MBA, CIM | MEA Telecoms Professional | UAE | mm11ha@mail.wbs.ac.uk
What happens in an Internet Minute
Hasan Askarov MBA, CIM | MEA Telecoms Professional | UAE | mm11ha@mail.wbs.ac.uk
Internet use by countryThe growing number of internet users and mobile penetration in UAE is leading
the chart with whopping internet penetration rate of 96% leaving behind UK and
Canada with 92% and 91% respectively.
Source: We Are Social UK – Digital Media, UAE Digital Marketing Report 2016.
Hasan Askarov MBA, CIM | MEA Telecoms Professional | UAE | mm11ha@mail.wbs.ac.uk
Digital in the UAE | Digital landscapeUAE has a population of 9.21M out of which 8.81M are active internet users,
which makes 96% internet penetration rate. The penetration rate of active social
media users is 68% and active mobile social user penetration is 61%.
Source: We Are Social UK – Digital Media, UAE Digital Marketing Report 2016.
Hasan Askarov MBA, CIM | MEA Telecoms Professional | UAE | mm11ha@mail.wbs.ac.uk
Digital in the UAE | Internet useTotal active internet users in UAE are 8.81 million which makes them 96% of total
UAE population.
Source: We Are Social UK – Digital Media, UAE Digital Marketing Report 2016.
Hasan Askarov MBA, CIM | MEA Telecoms Professional | UAE | mm11ha@mail.wbs.ac.uk
Digital in the UAE | Share of web trafficMobile Phones are leading the share of web traffic with 49% whereas, on 2nd
position, laptop and desktops came with 47% while tablets got only 4% of the
share.
Source: We Are Social UK – Digital Media, UAE Digital Marketing Report 2016.
Hasan Askarov MBA, CIM | MEA Telecoms Professional | UAE | mm11ha@mail.wbs.ac.uk
Digital in the UAE | Frequency of int. useA whopping rate of the population use the internet on daily basis, 7% at least
once a week and 2% at least once per month and less than once per month
respectively 89%.
Source: We Are Social UK – Digital Media, UAE Digital Marketing Report 2016.
Hasan Askarov MBA, CIM | MEA Telecoms Professional | UAE | mm11ha@mail.wbs.ac.uk
Digital in the UAE | Mobile activitiesMobile penetration is rapidly growing with 71% population are using the mobile messengers
while 62% population watch the videos on mobile. 41% of the population play games on
their mobile and 47% of the population using mobile for mobile banking and 60% of the
population use map services.
Source: We Are Social UK – Digital Media, UAE Digital Marketing Report 2016.
Hasan Askarov MBA, CIM | MEA Telecoms Professional | UAE | mm11ha@mail.wbs.ac.uk
Digital in the UAE | Top social platformsCompare to last year (2015), few positions have been slightly changed. WhatsApp
climbed the first position in the chat app/messenger category leaving behind the
Skype compared to last year.
Source: We Are Social UK – Digital Media, UAE Digital Marketing Report 2016.
Hasan Askarov MBA, CIM | MEA Telecoms Professional | UAE | mm11ha@mail.wbs.ac.uk
Digital in the UAE | Social Media useThe total number of active social media users in UAE are 6.30 million which
makes it 68% of the total population. Out of which 5.60 million are accessing
social media via mobile phones.
Source: We Are Social UK – Digital Media, UAE Digital Marketing Report 2016.
Hasan Askarov MBA, CIM | MEA Telecoms Professional | UAE | mm11ha@mail.wbs.ac.uk
Digital in the UAE | Time spent with MediaIt’s not a surprise anymore that UAE population spends more time on the internet
than watching TV. Average daily internet use via a tablet or PC is 4 hour 25 min, while
average daily internet use via a mobile phone is 3 hour 37 min.
Source: We Are Social UK – Digital Media, UAE Digital Marketing Report 2016.
Hasan Askarov MBA, CIM | MEA Telecoms Professional | UAE | mm11ha@mail.wbs.ac.uk
Table of Contents
Hasan Askarov
profile
United Arab
Emirates in
brief
Digital
landscape
Internet use
Mobile
activities
Top active
social
platforms
Social media
use
Why digital
channels
matter
The benefits
of best in-
class eCare
Higher
customer
satisfaction
Richer
differentiation
Higher brand
advocacy
Digital touch
points
Customer
engagement
Customer
preferences
PROFILE 01 02 03 04Brief
introduction
UAE in brief Digital in the
UAEDigitizing
Customer Ex.
Driving
Customer En.
Slide 4 Slides 6-9 Slides 11-21 Slides 23-27 Slides 29-37
Hasan Askarov MBA, CIM | MEA Telecoms Professional | UAE | mm11ha@mail.wbs.ac.uk
Digitizing CX | Why digital channels matterDigital contribution to Middle East economy is low compared with benchmarks.
Source: McKinsey Digital Middle East.
Share of digital contribution to GDP, %
USD 95 billion
potential..
Hasan Askarov MBA, CIM | MEA Telecoms Professional | UAE | mm11ha@mail.wbs.ac.uk
Digitizing CX | Why digital channels matter
Digital media have expanded traditional customer care boundaries
Source: McKinsey.
Who has access to
customer queries?
Who provides the “customer service”?
Increasing automation
and sophisticated
digital channels
(including social media)
are triggering further
evolution.
UAE has a population of 9.21 million out of which 8.81 million are active internet users, which
makes 96% internet penetration rate. The penetration rate of active social media users
is 68% and active mobile social user penetration is 61%. There are 17.19 million mobile
connections that are twice the size of approximately entire UAE population.
Hasan Askarov MBA, CIM | MEA Telecoms Professional | UAE | mm11ha@mail.wbs.ac.uk
Digitizing CX | The benefits of Digital/eCareDigital or eCare bring numerous benefits to the organizations from lowering costs
to higher customer satisfaction, richer differentiation and supreme brand
advocacy.
LOWER COSTS
Digital or eCare..
HIGHER
CUSTOMER
SATISFACTION
RICHER
DIFFERENTIATI
ON
HIGHER
BRAND
ADVOCACY
Assuming an operative is
able to handle multiple
chats in parallel, digital
chats are only just over
half of call center’s cost
(baseline), at 56 percent.
Online forums and FAQs
cost 12 percent of the
baseline, while
community solutions are
even lower at 9 percent.
The 15 percent of
respondents who started
and ended their service
journeys through digital
channels reported that
their satisfaction was 19
percentage points higher
than that of
“traditionalists”.
High-quality Digital or
eCare is a key component
in the differentiated
value propositions.
Many companies,
including US telcos have
used customer driven
online question and
answer forums to
acknowledge and reward
their strongest brand
advocates among
consumers.
Source: McKinsey.
Hasan Askarov MBA, CIM | MEA Telecoms Professional | UAE | mm11ha@mail.wbs.ac.uk
Digitizing CX | The benefits of Digital/eCare
A purely digital journey drives higher customer satisfaction
Source: McKinsey.
Hasan Askarov MBA, CIM | MEA Telecoms Professional | UAE | mm11ha@mail.wbs.ac.uk
Digitizing CX | The benefits of Digital/eCare
Better Customer Experience = Higher Revenue Growth
Source: U.S. Securities and Exchange Commission filings by JetBlue, United Airlines, AT&T, Comcast,
Charles Schwab, E-Trade, Amazon, and WalMart.
Hasan Askarov MBA, CIM | MEA Telecoms Professional | UAE | mm11ha@mail.wbs.ac.uk
Table of Contents
Hasan Askarov
profile
United Arab
Emirates in
brief
Digital
landscape
Internet use
Mobile
activities
Top active
social
platforms
Social media
use
Why digital
channels
matter
The benefits
of best in-
class eCare
Higher
customer
satisfaction
Richer
differentiation
Higher brand
advocacy
Digital touch
points
Customer
engagement
Customer
preferences
PROFILE 01 02 03 04Brief
introduction
UAE in brief Digital in the
UAEDigitizing
Customer Ex.
Driving
Customer En.
Slide 4 Slides 6-9 Slides 11-21 Slides 23-27 Slides 29-37
Hasan Askarov MBA, CIM | MEA Telecoms Professional | UAE | mm11ha@mail.wbs.ac.uk
Driving Customer Engagement | Digital chs.
Hasan Askarov MBA, CIM | MEA Telecoms Professional | UAE | mm11ha@mail.wbs.ac.uk
Driving Customer Engagement | Digital chs.The advent of digital technologies and interactions has complicated the traditional flow of customer
touchpoints. It used to be simpler: the bricks and mortar storefront, the domestic call center and the
use of postal direct mail were all closely managed. Now, the most critical customer interactions occur in
the digital world.
Source: Association Analytics, Crown Peak.
Hasan Askarov MBA, CIM | MEA Telecoms Professional | UAE | mm11ha@mail.wbs.ac.uk
Driving Customer Engagement | Digital chs.Digital-savvy customers expect CSPs to entertain them on the channel of their choice and
at a time of their choosing. . CSPs must make further investments if they are to provide a
digital experience, including in systems that enable dynamic creation, launch and
personalization of offers.
Important benefits that CSPs expect from
digitisation
Channel capabilities that CSPs use to deliver
sales and support
Source: Digital Experience Index for Customer Engagement, Analysis Mason.
Hasan Askarov MBA, CIM | MEA Telecoms Professional | UAE | mm11ha@mail.wbs.ac.uk
Driving Customer Engagement | Digital chs.
Source: The digital tipping point, VERINT.
Consumers’ preferred communications channel compared with what
businesses are planning to offer
Though customers
incline towards more
traditional channels,
once forced and used
the digital they stay
there forever..
TRADITIONAL DIGITAL
Hasan Askarov MBA, CIM | MEA Telecoms Professional | UAE | mm11ha@mail.wbs.ac.uk
Driving Customer Engagement | Digital chs.
Source: The Northridge Group (NRG), State of Customer Service Experience 2016
Preferred communication channel for select customer service
inquiries/issues.
Phone Digital
Customers pick
the digital
channels for
basic stuff..
Hasan Askarov MBA, CIM | MEA Telecoms Professional | UAE | mm11ha@mail.wbs.ac.uk
Driving Customer Engagement | Digital chs.
Source: Pew Research Center, 2016
Digital adoption by customer age brackets (or say generation)
Hasan Askarov MBA, CIM | MEA Telecoms Professional | UAE | mm11ha@mail.wbs.ac.uk
Driving Customer Engagement | Digital chs.
Hasan Askarov MBA, CIM | MEA Telecoms Professional | UAE | mm11ha@mail.wbs.ac.uk
Driving Customer Engagement | Digital chs.
John Legere, T-Mobile US CEO, Sep 2012 to date..
T-Mobile’s outspoken CEO John
Legere says that the carriers
have long “patronized” this
older segment of the market,
the very folks he says that
“invented wireless.” Rivals, he
says, offer senior-oriented
plans that curtail the number
of voice minutes and data. The
T-Mobile 55+ plan comes with
unlimited, talk, text and 4G
LTE data.According to T-Mobile, nearly three-fourths of the more
than 93 million Americans in the U.S. over the age of 55
have a smartphone, with Boomers spending an average of
149 minutes a day on handsets, compared to the 171
minutes consumed by Millennials.
Hasan Askarov MBA, CIM | MEA Telecoms Professional | UAE | mm11ha@mail.wbs.ac.uk
Driving Customer Engagement | Digital chs.
Telco Digital KPIs (10M subs base)
Source: MEA Telco, Confidential.
3M monthly
visitors
2M monthly
active users
(20% of
active 90
days base)
0.8M monthly
sessions
(combined
web & app)
2.2M facebook
followers
1.8M twitter
followers
Sales Leads 27%
X/Up-sell 1.2M
services
Conversion Rate
25%
CC Contribution
18% (complaints &
inquiries)
Engagement – 1M
posts, tweets and
sharing..
Hasan Askarov MBA, CIM | MEA Telecoms Professional | UAE | mm11ha@mail.wbs.ac.uk
Thank you
Hasan Askarov MBA, CIM
Email: mm11ha@mail.wbs.ac.uk
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