October 8 – 11 2013, London

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The original, premier event for the Mobile Marketing Research Industry

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Improving the Mobile Customer Experience by Combining User Behaviour Analysis with Customer Perceptions

INSIGHT

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Content

Our service ambition

How do overall perceptions link to customer behaviour?

Understanding the impact of touchpoint experiences on perceptions

THE #1 FOR SERVICE

WE’VE SET OURSELVES THE CHALLENGE OF BEING

11/10/2013 EE TEMPLATE FOOTER AUTHOR V.1 3

ON THE ON THE AND

HIGH STREET PHONE ONLINE

INSIGHT

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But our category is complex with a multitude of customer journeys – how do we understand what drives value in the customer experience?

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Ultimately we want to understand all these relationships

Propositions

Network

Customer Service

Retail

Digital

Billing

Relationship perceptions (CSAT, NPS)

Behaviour £

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We have no shortage of data…..

Operational data

Dropped call rate

Data session failure rate

Average waiting time

First call resolution

Sales conversion

Transactional surveys

Network NPS

Call centre NPS

Retail NPS

Digital NPS

Relationship Survey

Customer Focus

Outcomes

ARPU

Churn rate

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Customer Focus is our strategic research programme to track the overall relationship our customers have with us

• Covers all touchpoints

• Monitors performance in a competitive context

• Used to prioritise improvement areas and drive action

• Likelihood to recommend is our KPI

Linking Survey Results to Behaviour

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The first step is to understand the relationship between customer perceptions and behaviour

Propositions

Network

Customer Service

Retail

Digital

Devices

Relationship perceptions (CSAT, NPS)

Behaviour £

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We can achieve this by linking our Customer Focus results to actual customer behaviour at an individual level

We examine churn behaviour for customers that we survey in a +/-3 month window around their contract end date. For data linkage we ask customers to opt in and provide their mobile number

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The clear relationship between likelihood to recommend and churn allows us to calculate the revenue impact of improving our recommendation scores

£

Getting More Granular – Our Models to link Touchpoint Experiences with Perceptions and Behaviour

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Survey and Database Variables Joint Modelling Framework

For example: • # of dropped calls • First call resolution

Operational Measures

For example: • Network coverage • Satisfaction with call

centre • Brand • Billing • Tariff plans

Customer Experience

For example: • Churn/Upgrade • Spend

Behavioural and Financial Outcomes

For example: • Likelihood to

Recommend • NPS

Headline KPIs

From Customer Experience Survey

Other Databases Arrows indicate the causal relationships modeled.

INSIGHT

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Examples of relationships modelled

Survey – to – Survey Survey – to – Other Databases

Value

Likelihood to Recommend

Network

Call Centre

Brand

Communication

Recognition

Website

Tariffs

Drop call rate Likelihood to Recommend

Customer Service Metrics - First call resolution - Net promoter score - Customer

satisfaction - Problem resolution

Likelihood to Recommend

Likelihood to Recommend

Churn/Upgrade Financial metrics

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Examples of relationships modelled (cont.)

Churn estimates from the model were translated into revenue implications based on a financial model

Churn

FCR

Dropped Calls

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Simulation Interface

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Simulation Interface (cont.)

Note: Data disguised for confidentiality

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Modelling benefits

• Putting a commercial value on Customer Experience improvements, by linking perceptions with churn behaviour, raises it up the corporate agenda

• Use of our models drives Customer Experience prioritisation by quantifying the revenue impact of different potential actions, and therefore informs resource allocation decisions

• Bringing in the operational metrics allows us to pinpoint the specific activity required to drive improvements – eg focusing on reducing the number of customers experiencing >x% dropped calls

THANKS

WWW.MRMW.NET

TITLE SPONSOR DIAMOND SPONSOR PLATINUM SPONSOR GOLD SPONSORS

WORKSHOP SPONSORS SILVER SPONSORS

PREMIERE SPONSOR

APP SPONSOR NETWORKING SPONSOR PREMIERE SPONSOR

WWW.MRMW.NET

MEDIA & ASSOCIATION PARTNERS

October 8 – 11 2013, London

WWW.MRMW.NET

The original, premier event for the Mobile Marketing Research Industry