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Telco Self ServiceOpportunity

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Executive Summary : Improving the basics of self service

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Steps we can take to improve things• There are 2 sets of activities we can undertake

immediately which will help and which will not require development.

– Report key metrics :– There is no business visibility of the key

self service activities – we should track and report publically on uptime ( we do this already ) and trends of self service task transactions conducted online

– Improve Online Content : – Audit existing content in Lithium for

accuracy (JK said this was a good idea)– Write new content to address gaps

highlighted by Optus audit of site– Optimise search to retrieve it

– Improve marketing of Self Service :– Develop a CVP explaining to customers

how Self Serve helps them– Personalise for Self Service :

– Recognise self service visitors and show them self service facilities which are relevant to them

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Service : Stop trying to delight customers1

Get the basics right.

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Improving Self Service involves simply focussing on the basics

• In <customer service > settings, research shows, loyalty has a lot more to do with how well companies deliver on their basic, even plain-vanilla promises than on how dazzling the service experience might be

• Two critical findings emerged that should affect every company’s customer service strategy.

– Stop trying to delight customers.– Reduce the effort they need to put

in to solving their issue.

But : Most customers encounter loyalty-eroding problems when they engage with

customer service.

1. HTTP://HBR.ORG/2010/07/STOP-TRYING-TO-DELIGHT-YOUR-CUSTOMERS/AR/1

56%Have had to re-explain an

issue

57%Have had to move from

web to phone

59%Moderate to high effort to

fix issue

Likely to speak negatively about

cust. Service

23%Positive & told 10 + people

48%Negative and

told 10+ people

65%“40% of consumers prefer

self service to human contact for their future

contact with companies”The real self service economy

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Self Service : People Will Use Online Self Service If It’s Easy, Fast and Reliable

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• There is acceptance of the Internet ( as a means to Self Service ) and little if any technophobia

• Twice as many people Shop on line as use telcos Self Service facilities on line1.

– For those who use the web to self serve, customer satisfaction levels are high.

• An increasing number of customers ( typically aged < 30 ) are starting to contact telcos for Self Service transactions through the web

• And generally, the rate at which customers call centres is rising

• However, for visitors to the site, the benefits of signing up to self service are not always clear.

• The Internet experience is driving telco customers to alternative solutions

• But, Consumers prefer Self Service for low complexity issues

Customer Awareness

+ Experience.

Customer Need +

Urgency.

Their circumstance:E.g. at work / out & about.

Determines Contact Type

Customers do not think in terms of online ‘self service’ they just think about the

best and easiest solution for them.

•The web will be used for Self Service when :• It’s Easy / convenient• It’s faster than alternatives• It’s Reliable

Summary of Customers’ Needs for Online Self Service

Above from Vodafone Australia Primary ResearchJanuary 2007 ( Project Self Serve )Above from Vodafone Australia Primary Research January 2007 ( Project Self Serve ) 4. Optimal Usability : Study for VF AU Jan 2008 5. Optimising Online Self Service to Build Effective Customer Relationships

Self service requirements remain unchanged ( Online )

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Start by developing a CVP ( Customer Value Proposition )

Why should people come in to Self Service ?

• In order for users to adopt mobile self service, operators need to promote that channel:

• those operators than have achieved high adoption rates have used sophisticated campaigns to promote the self service channel.

• A typical awareness campaign involves SMS and IVR to promote the self service channel

• Some operators use incentives to try the channel

Below – we would probably want to test a series of CVPs with this sort of messaging

1. VALUE PROPOSITION MAP FROM FORBES ‘HOW TO DEVELOP A CVP’

• 92% - My problem is taken seriously• 90% - Speed• 89% - Transparent view of next steps• 89% - Friendliness of contacts• 88% - Problem solved first time

What’s important to you when you have an issue1 ?

SAVE TIME : Fast resolution for critical needs

GET IT DONE : Pay bills, recharge and more

MOVE ON : Fix it quick, get back to real life

Telcos Rarely have a CVP for Self Service

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Improve UX further with personalisation of the self service experience is a key factor which will influence success

1. SDF

Everyone sees Evaluate & Buy Now Could

Above : Current state is that all prospects and customers coming to the site see the same content, irrespective of whether they are

self servicing, evaluating or buying.

Potential 1 : Establishing a reliable segment for Self

Service should not be hard ( number of visits, cookie on

login ) and would allow a significant UX improvement for self servicing customers

Potential 2 : Sub segmenting to allow a different self service

homepage experience and correlating with exposing

services before login would further assist conversion.

CouldSelf service customers see a site personalised

for them.

Further segment self service by product line and tie in with services exposed before login

Postpaid mobile home

Prepaid mobile home

Postpaid mobile broadband home

Prepaid mobile broadband home

The critical question here is : How would a telco websitebe designed if it was being built just for self service customers. My guess is it would be very different from the UX which is

currently in place. With simple segmentation, personalisaiton would significantly improve the experience.

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Self Service will become a major source of incremental revenue2

1. ADAPTED FROM THE REAL SELF SERVICE ECONOMY2. SOFTWARE REVIEW – A STRATEGY FOR SELF SERVICE IN A TELCO ENVIRONMENT3. ERICSSON MULTISCREEN SELF CARE

The current self service economy – driven by customer need1.

Customers like self service

Efficiencies

Happier clients

Increased sales

There is more to self service than transactions – managed correctly, it can be

a revenue & NPS opportunity,

• <Previously> the primary focus was on reducing cost to serve as call centre costs were growing at a rate faster than revenue

• Over time, other issues became important, including the importance of customer care to customer satisfaction

• Not only do customers want to interact with companies using self service, the facility is efficient for both parties, improves NPS and can lead to improved sales

• Even small telcos have 20m page views per month

• Self service will become a major source of incremental revenue’ 2

• In the near future, consumer experience optimisation in areas of efficiency, transparency and consumer control of usage are indicated to become the main drivers of satisfaction.3

• An intuitive and easy to use top up mechanism is at the heart of reducing churn and increasing spending in the prepaid market. 3

48%

Would love to receive personalized and highly relevant commercial information

43%

Would love to receive relevant and personalised sales promotions

33%

Are interested in personalised advertising