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The Transformation of Three to a Customer Centric Organisation
Justin Conry
Head of Transformation
Declan Boyle
Head of Customer Value
Management
Three Ireland
You’ve got to start with the
CUSTOMER EXPERIENCE and
work back toward the technology
- Steve Jobs
Two companies become one.
OVERPLAYED STRENGTH
Hold a mirror up to the organisation
Ultimate Service3 Big Steps / 3 Enabling Streams
Focus on the
Customer
Customer
Value
Management
Differentiated /
Segmented
Service
1 2 3
Capability Transformation
Digital & Self Care Transformation
Efficiency & Effectiveness Transformation
Ultimate Service3 Big Steps / 3 Enabling Streams
Focus on the
Customer
Customer
Value
Management
Differentiated /
Segmented
Service
1 2 3
Capability Transformation
Digital & Self Care Transformation
Efficiency & Effectiveness Transformation
Customer Journeys
Three Ireland
Company Values
Top table support
Why do customers
leave?
Customer Experience
Customer Journeys
Setup for Success
The Forum
440
11 different
Journeys live
4 x surveys
per journey
10 Questions
per surveys
Quick Wins
IVR NPS POOR
CUSTOMER EFFORT SCORE POOR
SPEED
EASE OF USE
NAVIGATION
WOULD USE
AGAIN
MENUS
RIGHT FIRST TIME
FINDING INFO
What do customers want from the IVR?N
PS
SPEED
EASE OF USE
NAVIGATION
WOULD USE
AGAIN
MENUS
RIGHT FIRST TIME
FINDING INFO
What do customers want from the IVR?N
PS
E A S E O F U S E R I G H T F I R S T T I M E N A V I G A T I O N U S E A G A I N M E N U S S P E E D F I N D I N G I N F O
SPEED
EASE OF USE
NAVIGATION
WOULD USE
AGAIN
MENUS
RIGHT FIRST TIME
FINDING INFO
What do customers want from the IVR?
E A S E O F U S E R I G H T F I R S T T I M E N A V I G A T I O N U S E A G A I N M E N U S S P E E D F I N D I N G I N F O
SPEED
EASE OF USE
NAVIGATION
WOULD USE
AGAIN
MENUS
RIGHT FIRST TIME
FINDING INFO
What do customers want from the IVR?
0 1 2 3 4 5 6 7 8 9 10
NPS
Respect your customer’s timeT
IME
0 1 2 3 4 5 6 7 8 9 10
NPS
TIM
ERespect your customer’s time
0%
10%
20%
30%
40%
50%
60%
70%
Get it Right the First time.
Common IVR Actions
% D
ET
RA
CT
OR
S
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
0%
10%
20%
30%
40%
50%
60%
70%
Get it Right the First time.
Common IVR Actions
% D
ET
RA
CT
OR
S
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
0%
10%
20%
30%
40%
50%
60%
70%
Get it Right the First time.
Common IVR Actions
% D
ET
RA
CT
OR
S
Gradual Improvements
+2.3
+30.3
Gradual Improvements
+2.3
+17.3
Gradual Improvements
Why do customers
leave?
Churn Rates
IVRREBUILD
Feedback…A fair bit of mad stuff!
Welcome to Three, calls are recorded… for queries relating to the number you’re calling from, press 1… if a different number, press 2…
Confirm Enter mobile number
Please choose from 4 options… Pay a bill press 1, Mobile phone queries press 2, Mobile Broadband press 3, 3Money Card it’s 4. Remember go on to 3.ie anytime…
1. Pay Bill 2. Mobile Queries 3. MBB 4. Three Moneycard
Main Menu, choose from 5 optionsBill details or pay bill – 1
PIN/PUK or network unlock code – 2Roaming and voicemail – 3
Upgrade query – 4Everything else – 5
MBBSmartphone
Everything else
Three money card – 1O2 money card – 2
Opt 1 Opt 2 Opt 3 Opt 4 Opt 5
Processpayment
2. IU Mins
3. Pay history
5 Agent
1. PIN message
2. PUK callflow
Collectcustomer
details
2. VM service 4 Collect
customerdetails
UpgradeQuery
4. Collectcustomer
details
1. Add Service
4. Agent
4. Info & agent
1. MBB menu & agent
5. Agent
3. Play info & collect cust. details
1 2
2. Online shop info & priority
moments
Key in CTN and DOB / PIN
Pay using debit / credit card – 1All other mobile queries – 2
Back to main - 0
Key DOB / PINMobile broadband – 1
Smartphones – 2Everything else – 3
Current bal… €XX.XXTo pay – 1
IU Minutes – 2Last 3 payments – 3
Bill reprint – 4Another – 5
Pin – 1PUK – 2
Unlock code – 3Back to main – 4
Roaming info & set up – 1Turn VM on/off – 2
Ringtimes – 3Everything else – 4
Mobile BB – 1Priority Moments / online shop – 2
Premium text – 3MMS & mob internet – 4
Agent – 5
3 Unlockcall flow
3. Ringtimeflow
Welcome to Three, calls are recorded… for queries relating to the number you’re calling from, press 1… if a different number, press 2…
Confirm Enter mobile number
Please choose from 4 options… Pay a bill press 1, Mobile phone queries press 2, Mobile Broadband press 3, 3Money Card it’s 4. Remember go on to 3.ie anytime…
1. Pay Bill 2. Mobile Queries 3. MBB 4. Three Moneycard
Main Menu, choose from 5 optionsBill details or pay bill – 1
PIN/PUK or network unlock code – 2Roaming and voicemail – 3
Upgrade query – 4Everything else – 5
MBBSmartphone
Everything else
Three money card – 1O2 money card – 2
Opt 1 Opt 2 Opt 3 Opt 4 Opt 5
Processpayment
2. IU Mins
3. Pay history
5 Agent
1. PIN message
2. PUK callflow
Collectcustomer
details
2. VM service 4 Collect
customerdetails
UpgradeQuery
4. Collectcustomer
details
1. Add Service
4. Agent
4. Info & agent
1. MBB menu & agent
5. Agent
3. Play info & collect cust. details
1 2
2. Online shop info & priority
moments
Key in CTN and DOB / PIN
Pay using debit / credit card – 1All other mobile queries – 2
Back to main - 0
Key DOB / PINMobile broadband – 1
Smartphones – 2Everything else – 3
Current bal… €XX.XXTo pay – 1
IU Minutes – 2Last 3 payments – 3
Bill reprint – 4Another – 5
Pin – 1PUK – 2
Unlock code – 3Back to main – 4
Roaming info & set up – 1Turn VM on/off – 2
Ringtimes – 3Everything else – 4
Mobile BB – 1Priority Moments / online shop – 2
Premium text – 3MMS & mob internet – 4
Agent – 5
3 Unlockcall flow
3. Ringtimeflow
Welcome to Three, calls are recorded… for queries relating to the number you’re calling from, press 1… if a different number, press 2…
Confirm Enter mobile number
Please choose from 4 options… Pay a bill press 1, Mobile phone queries press 2, Mobile Broadband press 3, 3Money Card it’s 4. Remember go on to 3.ie anytime…
1. Pay Bill 2. Mobile Queries 3. MBB 4. Three Moneycard
Main Menu, choose from 5 optionsBill details or pay bill – 1
PIN/PUK or network unlock code – 2Roaming and voicemail – 3
Upgrade query – 4Everything else – 5
MBBSmartphone
Everything else
Three money card – 1O2 money card – 2
Opt 1 Opt 2 Opt 3 Opt 4 Opt 5
Processpayment
2. IU Mins
3. Pay history
5 Agent
1. PIN message
2. PUK callflow
Collectcustomer
details
2. VM service 4 Collect
customerdetails
UpgradeQuery
4. Collectcustomer
details
1. Add Service
4. Agent
4. Info & agent
1. MBB menu & agent
5. Agent
3. Play info & collect cust. details
1 2
2. Online shop info & priority
moments
Key in CTN and DOB / PIN
Pay using debit / credit card – 1All other mobile queries – 2
Back to main - 0
Key DOB / PINMobile broadband – 1
Smartphones – 2Everything else – 3
Current bal… €XX.XXTo pay – 1
IU Minutes – 2Last 3 payments – 3
Bill reprint – 4Another – 5
Pin – 1PUK – 2
Unlock code – 3Back to main – 4
Roaming info & set up – 1Turn VM on/off – 2
Ringtimes – 3Everything else – 4
Mobile BB – 1Priority Moments / online shop – 2
Premium text – 3MMS & mob internet – 4
Agent – 5
3 Unlockcall flow
3. Ringtimeflow
Means
going from
this
Welcome to Three, calls are recorded… for queries relating to the number you’re calling from, press 1… if a different number, press 2…
Confirm Enter mobile number
Main Menu
Main Menu – choose from 5 options
Billing / Payments / Info – 1Technical / Codes – 2
Upgrades – 3SIM Exchange – 4
Opt 1 Opt 2 Opt 4
Current bal… €XX.XXTo pay – 1
IU Minutes – 2Last 3 payments – 3
Bill reprint – 4
1. Pay Bill
2. IU Mins
3. PayHistory
Pin / PUK – 1NUC Code – 2
MBB – 3 Coverage – 4
1. PIN / PUK
2. NUC Code
3 MBB
4. Coverage
SIM Exchange
4. BillReprint
1 2
Opt 3
UpgradeQuery
Agent – 5
Agent
Opt 5
Easy, fast access
to an Agent at
entry to the IVR
Customer Effort
Simplicity
Trumps
Everything…
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