7574 Img SYTR10 CEM Customer Experience Management ENG

8/13/2019 7574 Img SYTR10 CEM Customer Experience Management ENG

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Agenda

Definition Goals

Logical Architecture Overview

Why Sytel Reply

Sytel Reply: whats Next?

Possible Business Cases Customer Centric RealTime Monitoring and Alerting

Proactive customer management

IT platform involvement in CEM approach

New Product Management

Network tuning


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Definition


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CRM methods, processes and technology reduced service and operationcosts. OK for companies, not necessarily for customers

Customers expect increasingly more from the companies they do businesswith

Loyalty is driven primarily by companys interactions with its customers

What is CEM?

The process of strategically managing a customers entire experiencewith a product or company (Bernd Schmitt, 2003)

Customer Experience Management


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Goals


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Customer Experience Management

At the end, the goal of Customer Experience Management is to movecustomers from satisfied to loyal.

Customer experience solutions address thecross-channel (contact center, Internet, self service, mobile devices, dealers), cross-touchpoint (phone, chat, email, web, in-person), and cross-lifecycle (ordering,fulfillment, billing, support, QoS, etc.) nature

of the customer experience process.


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How to improve the customer experience?

Collect and analyze customer feedback

Reconfigure process from outside-in Act as one to ensure consistency Be open and exclusive Personalize products Alter attitudes Design the entire customer experience

Key Findings

Source: Gartner 2009


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Logical Architecture Overview


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Changing focus

Moving from QoS - intended asmeasuring quantitatively technicalparameters - to perceived QoS,taking also into account all factorsthat can contribute to match providedservices with customer

expectations

in other words, extending the focus

from network layer to customer-centric and CRM views.


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Listen, think, do

Collect customer feedback Multichannel collection

Real-time alerts and actions

Obtaining a single view of the customer through operational data integration


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Telco Domain

Bridge the gap between customer care and network operations

Understand which problems are affecting the customer experience

Use intelligence to prioritize responses to service issues

Detect potential service degradations before they impact customers


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Blueprint of CEM solutions

COLLECT DATA FROMNETWORK INFRASTRUCTURE

AND ENTERPRISE SYSTEMS

MANIPULATE AND CORRELATEINFORMATION

PROVIDE REPORTING AND ANALISYS CAPABILITIES


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Approach to CEM Switch the focus from a products&services view both to management andanalysis of all the aspects involved into the customer interaction

Collect real-time customer centric transactional data from many availableand relevant network data sources

Build a consistent set of Customer Experience Indicators (CEIs) and makethem available in order to integrate common KPIs information

Provide a wide desktop view of the collected data at different aggregationdegrees, from single customer to market segment

Prevent the loss of information about customer related issues while

accessing and using network services not referable to evident networkissues

A possible architectural approach.


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Why Sytel Reply?


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Why Sytel Reply

TELCO &MEDIACLIENT

Know-how

Reply

Approach

Deep understanding of Telco market &context Competences on in-scope processes References

Methodology and strong projectmanagement abilities

Flexibility Result-driven consultancy approach

Strong technical background and a highlyspecialized software factory

Sytel Reply Competence Center on CEM


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Sytel Reply: whats next


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Telco Customer are today mature and aware of the power and revenueprofitability of the perceived services quality and of the customer experience.

Reply is Ready to support its customer along this journey, through high

professional skill, deep knowledge of the context and high technological andinnovative competence and approach. Long Term Strategic Vision , is thekey of success both for Reply and for the client.



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Whats Next ?

Assess current awareness of our customers about CEM theme, in order toidentify opportunities and actual needs, highlighting short-term benefits,limitation & constraints.

Support our customers to build new business cases, leveraging ontechnological solution;

Refine requirement and define new business strategies;

Support evolutionary scenarios.


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Possible Business Cases


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Pillars of CSI

OFFERING

Value for money

Completeness ofoffering catalog

Offeringunderstanding

Promotionunderstanding

Personalization

Handset port folio

RELATIONSHIP

Accuracy ofcredit/invoicemanagement

Ease of contact

Courtesy of thestaff

Competence ofstaff

PERCEIVEDVALUE

At ten tion to thecustomer

Adver tising

Technologicalinnovation

TECHNICALQUALITY

Networkcoverage

Quality ofconversation

and/or service

Technicalsupport


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Business Case: Customer Centric RealTime Monitoring and Alerting 1/3

By switching from a network-focused monitoring to a

customer-focused one, it is possible: to define customer specific SLAs

to achieve a more rapid Root-Cause analysis

to bridge the gap between network-based andcustomer-based failure

to identify and solve experience issues before they

affect customers

CommonNetwork

Monitoring

CustomerCentric

NetworkMonitoring


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Customer-Specific SLAs

A CEM approach, based on real-timecustomer centric data collection fromnetwork sources, allows to deliver corporatecustomer-specific SLAs which can be firstad-hoc defined and then comprehensivelyverified respectively through objective

customer experience analysis andmeasurements

Root-Cause AnalysisThanks to more granular information aboutboth network and customer issues, it ispossible to perform a faster RCA in order torapidly solve corporate customer problems

1. Achieve superiorSLAs Management

2. Provide customerswith higher levels of

service and networkavailability at alltimes

3. Increase customers

satisfaction4. Provide a timely

resolution to networkproblems and avoidthe persistence ofunacceptablecustomer experience

5. Reduce networkoperational costs

Benefits


i C C C i l i i i d Al i 2/3


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Bridge the customer-network gapIdentify customer-related problems that arenot directly related to the network and not

detectable only through its monitoring

Reduce service unavailability

A real-time detection of an experience issuefor some customer allows to rapidly face theproblem in order to prevent that it can affectall the other customers and makeunavailable their access to products andservices

1. Acquire a depth viewinside customersneeds and troubles

2. Prevent loss oflucrative servicesrevenue

3. Reduce the impact of

a problem on thecustomer experiencein terms of number ofcustomer involved

4. Keep downcustomers frustration


Benefits


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Interaction

CRM

Actions

The ability to identify problems on customer experience allows timely and proactively to perform actions in order to enhance the overall quality of

service and minimize the perceived discomfort.

By basing on customer experience network feedback,

two sets

of

actions

can

be

defined:

Corrective actions, aimed at supporting the customer affected by a problem and minimizing his/her discomfort

Profile based actions, a wide range of actions that can be undertaken according to an experience based profiling and segmentation of customers

Business Case: Proactive customer management 1/2

CEM

drivers


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CRM

CRM DCO P&S

CRM

Customer Experience Feedback from Network

Corrective actions :

Outbound call from Customer

Care to the customer Customer Experience datapresentation to Customer CareOperators

Ad-hoc priority treatment to the

customer calling Customer Care Service availability notification tothe customer through a SMS

Priority working to trouble ticketsopened for the customer

Customers Profiling & Segmentation

Profile based actions :

Ad-hoc priority treatment to thecustomer calling Customer Care

Priority working to trouble ticketsopened for the customer

Bonus & Promotions awarding

Products & Services offering

Loyalty points giving (VF One)

Survey & Campaign performing

1. Increase CustomerCare efficiency andreactivity

2. Enhance the quality

both of service andassistance, by givingperception of controland readiness to the

customer 3. Develop new way of

profiling customers

4. Last but not least,step up the customersatisfaction index

Business Case: Proactive customer management 2/2

Benefits

B i C IT l tf i l t i CEM h 1/2


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The IT involvement in the customerexperience data collection processallows to focus on all customertransactions, at certain points, across

both business and operationalplatforms.

Such a kind of near/non real-timeintegration, enabling the mergebetween NO and IT feedbacks, is thekey to build up a complete andconsistent perspective on theexperience of every customer acrossthe entire business of the company

NO IT

Business Case: IT platform involvement in CEM approach 1/2

B i C IT l tf i l t i CEM h 2/2


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1. Build a completecustomer experienceprofile

2. Finely identifycustomer experiencegap

3. Provide superiorbusiness intelligencetools

4. Enhance the overallmanagement ofsubscribers base

Some examples:

The experience ofcustomers accessing toonline services via web

All the reportedcontacts with customers

Information and

statistics about calls toCustomer Care

Trouble tickets opened

because of signalsmade by customers

Every other experienceinformation reported byOSS and BSS systems

TroubleTicketing

ContactsManagement

CC CallsManagement

WEB

IT

Business Case: IT platform involvement in CEM approach 2/2

Benefits

B i C N P d t M t 1/2


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New products requires always more resources and time-to-market is shorter.Once delivered its not easy to fix problem with a new key product, and thiscan be a drawback, leading to unhappy customers

Massive test can a be a response, but monitoring a new product over thenetwork could be not easy on a large scale.

Business Case: New Product Management 1/2

B i C N P d t M g t 2/2


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Integration between Network and CEM can offer an easy way to improve newproduct management:

Customer-centric view is also group-centric view Extract specific network parameters for a predefined CEM group, i.e. all

customers that are mass-testing new product

If any problem is found, it can be easily fixed before launching new product

Business Case: New Product Management 2/2

Business Case: Network tuning


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Classic Network Monitoring can helpfinding several category of problems

on the network

Using together a CEM Customer-

centric view and classic networkmonitoring its possible to catch up newproblems and improve network tuning

Business Case: Network tuning


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Thankswww.reply.eu

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7574 Img SYTR10 CEM Customer Experience Management ENG

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