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…