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© 2018 TM Forum | 1
Driving Customer Centricity Through Digital Transformation
Sandra De Zoysa
Chief Customer Officer, Dialog Axiata PLC
© 2018 TM Forum | 2
Defining the CEx,
including touchpoints, pain points and MoTs
Providing capabilities and solutions to support
CEx operations so that interactions with customers and
changes to their services happen in real time
Empowering customers to
migrate to preferred digital channels for care
Creating the kind of experience
customers expect from a Digital Company
1
2
3
4
2018 TM Forum I 2
© 2018 TM Forum | 3
Subscriber base of 320 million
Operations in 10 Countries
Revenue of RM 21.6 Bn (US$ 5.4 Bn)
Employees 25000 +
One of the leading telecommunications groups in Asia with controlling interest in mobile operators across the region
Frost & Sullivan’s Best Telecoms Group for the 6th
consecutive year
Market Leader for over a decade with quad play and digital services
Winner of SLIM Nielson Peoples Choice Award for 5 consecutive years
Telecom Service Provider of the year for 7 consecutive years
Internet Service Provider of the year for 6 consecutive Year
Subscriber base of 12.4 Million
NPS Leader for 3 Consecutive years with 8pp lead
Employees 3000+
About Us…
2018 TM Forum I 3
Dialog Market Share 44.2%
Smart Phone Penetration 53.2%
Data Penetration 54.7%
Prepaid Base 89%
*Ookla report March’18
© 2018 TM Forum | 4
Defining the CEx,
including touchpoints, pain points and MoTs
1
2018 TM Forum I 4
© 2018 TM Forum | 5
84% of Customers believe that getting
the right outcome is more important
than being able to select the preferred
channel Source: COPC Inc
FutureChannels
PhysicalChannels
EmergingChannels
DigitalChannels
TraditionalChannels
Customer
Organisation
Channel Convolution
© 2018 TM Forum | 6
Customer perception on ease of resolving issues with Brands across channels
56% 52%46%
40%
25% 24%
14%8% 20% 27%
31% 37%
30%40%
34% 33%44% 39%
Easier More Difficult About Same
SOCIAL MEDIA ONLINE VIDEO CHAT
EMAIL MOBILE/APPCHAT/SMS
IN PERSON PHONE
How Are We Handling Different Channels?
Digital Channels
Source: COPC Inc
© 2018 TM Forum | 7
Satisfactory touchpoint/episode management does not necessarily add up to a great Customer Experience
90 % 85 % 90 % 85% 80 %
Touchpoint satisfaction
65%
I want toresolve an issue…. Journey CX Journey NPS
Managing MoTs Vs Customer Journey
© 2018 TM Forum | 8
Our Journey analytics tool provides a data-driven approach to discover, analyze and influence CX journeys weaving together interaction touchpoints across multiple channels to connect millions of journeys. This enables us to uncover opportunities by engaging CXs at key pain points and deliver contextual service offerings by design.
Customer Journey Visualisation
strategic action0.33 %21 % Continuous
improvement
77% Corrective action 2% Immediate response
© 2018 TM Forum | 9
Creating the kind of experience
customers expect from aDigital Company
2
2018 TM Forum I 9
© 2018 TM Forum | 10© 2018 TM Forum | 10
Lead the Customer Experience Transformation towards a Digital Future by
humanizing digital care to fulfill consumer needs of connection,
self-expression, exploration & consumption through ubiquitous omni channel life enriching experiences
Dialog Customer Experience Vision
© 2018 TM Forum | 11
What are the drivers for digital transformation?
Customers are number 1
© 2018 TM Forum | 12
Axiata 3.0 Triple Core initiative Transforming the
existing core, Expanding the core and Acquiring new core
Hybrid ApproachTo establish Medium and short term goals
and objectives across prioritized
tracks
Baselining performance on Digital Maturity
across people, process, technology,
organization & innovation
Customer at the center of the entire journey of all
re-engineering to ensure DX by design
Managing CEx through Digital Transformation
© 2018 TM Forum | 13
Serious barriers to digital transformation …
© 2018 TM Forum | 14
Difficulty in delivering a seamless,
consistent and superior customer experience across multiple channels
Integrating existing channels or adding new touchpoints
(i.e. mobile)Operational
performance issues (poor CSAT,
high costs, etc.)
Increased complexity of
issues handled through multiple
channels (i.e. specially social
care )
1
2
3
4
4 Common Challenges
2018 TM Forum I 12
© 2018 TM Forum | 15
NPS programme
CMMI L5
Retail Footprint Expansion
IVR, USSD
Enhancement of Traditional Channels
SFH Programme
Self-Care AppIntegrated retail & online store
1:1 Loyalty
Crowd Support
Social Customer Care
In-Store Engagement
Gadgatization
Gamification KM Smart Search
Loyalty 3.0
Contact Centre Optimization
Digitization
Intelligence
CRM - Single View
Unified Billing
SM Sentiment Tool
Integrated POS
Self care AppLMS / Zenhance App
Big Data Analytics ToolNPS intuitive & Predictive Tool
POSM
AIU Operationalization
My Dialog
Unified Credit
SM Chabot
AI bot / KM integration
Retail mPOS App
Advance Biometric Security
Universal AgentPromoter Mining
Tech Roadshow
Service ConciergeNFC & D-Beacon
Cx
Challenge : Transition from Multichannel support to Omni-channel Cx engagement & experience
Ux Design
Single Wallet
Universal Agent App
Video/Voice Chabot
Next Best Offer Engine
Real time Offer fulfilment
Multi lingual campaign capabilities
360°ViewReal-time reports
Segment Of One
© 2018 TM Forum | 16
Providing capabilities and solutions to support
CEx operations so that interactions with customers and
changes to their services happen in real time
3
2018 TM Forum I 3
© 2018 TM Forum | 17
Omni Channel UI/UX
Open API Core
Micro Services
BSS OSS
Machine Learning
Real-Time Data feed
DynamicRPA
Carrier Giga Bit
LTE NFV SDN
Hyper Broadband
& Video5G Ready
Network Modernisation
IT Modernisation
Data Analytics& Intelligence
Backoffice A2C O2ADigitalisation
B2C T2R
Process Simplification
CExPeople &
OrgDigitalCentricity
Segmentation
#1 Digital CEx in Sri
Lanka
Aggregation
Modernisation Modernisation
Dialog Digital Transformation Framework
© 2018 TM Forum | 18
A2C O2A
B2C T2R
New Product
DevelopmentSales Channel
Management
Revenue
Assurance
Incident
Resolution &
Prevention
Mgmt.
Bill Generation
to Cash &
recovery
Sales to fulfilment
Issue to
Resolution with
higher FCR
GTM strategy &
revenue enhancement
Customer Centric Process Simplification Tracks
2018 TM Forum I 16
© 2018 TM Forum | 19
IT Modernisation Journey
Building digital services atop Telco stack is prohibitively expensive and time consuming
Channel
Integrationchannel integration layer
IVR/App/Web/SMS/USSD/
Shop
Digital
Micro ServicesNew Digital Services live here
in a Micro Services
cloud/Virtual InfraDigital Bridge
Customer Experience (UXD, Track Cx Journey, Single view of experience)
MIFE API Management Engine covering entire IT Infra
Current CoreBILLING CRM OCS VAS POSDW
H
Infrastructure
SMSC DTV 4G IVRUSS
D
ER
P
SMS
C
Digital Services
Are created
As Micro Services
In Virtual/cloud
infra
The Telco Core
Exposed via an
Internal API Market
Place
Analytics at
Center of
Architecture
100s of Micro
Services developed
on private or public
clouds
700+ attributes per Cx
NBO engine in operation
Analytics employed in campaigns
11 channels integrated!
Continue to harmonize the product dev
process across channels
© 2018 TM Forum | 20
IT Modernisation – end state
USER EXPERIENCE
DIGITAL E -COMMERCE
DIGITAL MARKETING
CRM
DATA & ANALYTICS
BUSINESS PROCESS & ORCHESTRATION
LEGACY SYSTEMS
IDENTITY & USER LIFE CYCLE MANAGEMENT
© 2018 TM Forum | 21
DIGITAL PROCESSES
Back office Automation, RPA,
Workflow Automation to improve
Employee Experience
DIGITAL KNOW-HOW
Managing Vision & Innovation
Talent Management
Knowledge Management - Zenhance
Analytical Tools - Jira, Tableau
LMS - Lynda, Zen life
People & Culture Transformation
2018 TM Forum I 18
CREATING A MODERN, AGILE & DIGITAL
ORGANISATION
Human Capital Management
Task Driven Agile Matrix Org Structure
Co - Creation and Crowdsourcing
DIGITAL CULTURE
Test-and-Learn Culture
Data-driven Decision Making
Digital Jam for employee collaboration and engagement
Digital Engagement Tools - Dnet,FB Workplace and Yammer
© 2018 TM Forum | 22
Empowering customers to
migrate to preferred digital channels for care
4
2018 TM Forum I 19
© 2018 TM Forum | 23
HumanAssisted
DigitalTraditional Automated
20%
10%
8%
78%
76%
62%
2%
14%
30%
2016
2017
2018
Physical to Digital (Phygital) Adaptation at Dialog
© 2018 TM Forum | 24
Examples of Tangible Outcomes from DX Programme
✓ 650K Monthly Unique Users
✓ Monthly 1.3 Million Sessions
Retail Store sales on
App USD 32K savings
Gamification for
CX engagement
USD 2.7Mn collection via
instore payment Kiosks
USD 25K savings due
to Digital POSM
Total Per Day unique
interactions
Bill inquiries Bot + Live assisted
22,000+ 38 13% 58% 10%
Daily Bot interactions
48%
Smart phone Penetration
14Mn
Monthly Screen Views
Avg 2 ½ Mins
Time Spent on APP
NPS score has increased from
-24% to +14%.
© 2018 TM Forum | 25
Applicable.350+QUAD & digital Cx
use cases enabled across traditional and digital Cx
interfaces for consumption
Available.Cx access enabled across a
channel inclusive environment for customers to choose their preferred mode of interaction
Affordable.Access enabled Free, No data charges for App usage alongside incentives to Cx’s for
encouraging digital interactions
Affinity.Loyalty & Rewards for Cx’s
driving stickiness based on preferredchannel
Dialog 4A Strategy for Customer Transition to Digital
© 2018 TM Forum | 26
sandra_de_zoysa
sandra.dezoysa
sandra.dezoysa
sandra_de_zoysa
Thank You