Integrating CEM into new business models and differentiation strategies

This document is offered compliments of BSP Media Group. www.bspmediagroup.com

All rights reserved.

http://www.bspmediagroup.com

http://www.bspmediagroup.com

Integrating CEM

into New Business

models and

Differentiation

Strategies

Stephen Essien

Head, Customer and User Exp.

Vodafone Ghana

2013 Customer Experience Forum I Product and Service Excellence

2

Stephen Essien

2014

2000 Marketing Executive

Customer and User Experience - Head

2010 Vendor Management - Head

2003

2005

2007 Call Centre – Senior Manager

2008

2013

Trade Marketing Manager

Call Centre Manager

Call Centre - Head

Only God Knows where I will be

Assessing the impact of new

business strategies on the

Operators relations with its

Customers

Why New Business Idea or Strategy?

Create Value for

Customers

Entice Payments or

Purchase

Convert Payments to

Profits

Customer Purchase


A traditional purchase funnel:

5

1. Awareness 2. Familiarity 3. Consideration

5. Loyalty

4. Purchase


The new purchase cycle: Funnel is gone! T

he c

ust

om

er

decis

ion jo

urn

ey

The consumer considers

an initial set of brands,

based on

brand perceptions and

exposure to recent touch

points.

Consumers add or subtract

brands as they evaluate what

they want.

Ultimately, the consumer

selects a brand at the

moment of purchase.

After purchasing a product or

service, the customer builds

expectations based on experience

to inform the next decision journey


Customer Journey

Explore Renew, or

Leave Buy in Start-Up Use

Get

Support

Affordable and

Negotiable

Information

Available

Simplified Start-

Up Reliable Support Good Experience

Ease of use and

Transparency

Customer Experience Management

Customer Centric Approach

Impact of Customer

Experience

High Churn High Acquisition Budget Less Profitable

Good ROI Loyal Customers Market Share Competitive Advantage

Product Driven Approach Customer Driven Approach

Customer Choice.

8

I buy Experience not just a product

My main concern is after Sales Service

I will only come back if I am treated right

Understanding the role of

CEM in an operator’s brand

perception


Brand Perceptions KPIs

10

• Top Of Mind Awareness

• Brand Preference

• Depth of Awareness

• Consideration

• Net Promoter Score


Great network and care, good value tariffs are the key loyalty

drivers.

*Source: Loyalty research, Incite, survey Aug’13. 11

14%

14%

14%

9%

8%

8%

7%

6%

4%

4%

3%

3%

3%

2%

1%

1%

Have great network coverage

Offer really good value tariffs

Have great network quality

Have great customer Experience

Always make sure that I am on the right tariff for me

Help me when things go wrong

Be a brand that I can trust

Value me as a customer

Appreciate me for my custom

Treat existing customers in the same way as new customers

Have a wide range of handsets to choose from

Have the latest handsets available

Have a loyalty programme

Recognise me personally as an individual

Have additional products and services relevant to me

Have the best range of additional services


Great network and care, good value tariffs are the key loyalty

drivers.

*Source: Loyalty research, Incite, survey Aug’13. 12

Have great network coverage

Offer really good value tariffs

Have great network quality

Have great customer Experience

Always make sure that I am on the right tariff for me

Help me when things go wrong

Be a brand that I can trust

Value me as a customer

Appreciate me for my custom

Treat existing customers in the same way as new customers

Customer

Experience

Management

Adapting the CEM Strategy

to different Customer

Segment


Customer Segmentation

Who the customer is in the society

How Much Customer Spends on your Company

How many more Customer can we get on board through

Customer

Spend

influence

Status

14

Right Strategy

for the

Right Segment

15

Do not give so little to

your high Spenders

Do not give so more to

your little Spenders


Strategic Approach on Customer Segmentation

Technology

Community/Environment

Process

Competition

People

HVC MVC

LVC

Co

mp

on

en

t

Approach

P1 to Retail Shop

Acct Managers

P1 to Retail Shop -

P1 to Call Centre

90:10 SL

Able to leave a Msg

P1 to Call Centre

80:20 SL

Access to the IVR

70:30 SL

Tag as VVIP on Issues

Instant resolution

Tag as VIP

Call Back within 4 Hours

Normal resolution time

Offer a Plus to all you get Offer a Plus to all you get Only Enjoy NCP

Product Testing

Special Events Tickets

Very Personalised

Product Testing

Special Events Tickets

Very Personalised

Usual Consumer


Community

/Environment

Competiti

on

Process

Technology

People

Customer Experience Elements


5 Benefits of Customer Experience Management

Customer Loyalty

More systematic approach

Increased Brand KPIs

TOMA

NPS

Brand Preference

ETC

Reduce Marketing Cost

Less on Acquisition

Increase Revenue

Better Share of Telecom

Wallet

Improvement of ARPU

Reduce Churn

Customer Stay with you

Customer becomes

advocates


21

Integrating CEM

into New

Business models

and

Differentiation

Strategies


Thank you