© eircom
Next Generation Channels &
Service Experience
Andrew O’Kelly
E-Government Symposium, 26th January 2012
© eircom
Service Experience
2
© eircom
1 in 10 consumers like to carry out safe shopping online from their mobile phones, in place of using traditional PCs or laptops to get the job done.
Source: Tesco Direct , 2011
141.1m Mobile Commerce users (up 38% on 2010), $86.1BN (up 75.9% on 2010).Gartner, July 2011
54% of Small Businesses provide employees with SmartPhones, 9% provide tablet devices
‘ICT usage among business customers’, ComReg, November 2011
Mobile
Service Innovation
Near Field Communications
© eircom
Changing Landscape
The Consumer Dynamic is changing…and so are we
Dynamic Content Based Services
Value Add
Build Customer Loyalty
All introduced in past 18m
© eircom
Mobile Experience - WiFi
5
4000 Hotspots by 2013
Improved lead times, provisioning and support
Management Reports
Adherence to Data Retention Act
Site Owner Costs No Installation or Rental charges
Access Point One Access Point per site (no site survey)
DSL Up to 8Mb/1.1Mb
Customers All customers get free Wi-Fi
Contract 3 year minimum term
Exclusivity No other Public Wi-Fi Provider
© eircom
Changing within also
Focus on rich media
Embracing Social Networks
Has become a valuable customer care channel over past 24m
© eircom
Our Social Media Mission Statement
To listen to & engage with our customers, deliver a great customer experience &
personalise our brand through engagement with customers, opinion formers and our
employees.
© eircom
KPIs
Without clearly defined objectives we have no
criteria on which to evaluate success.
AwarenessReach/Share of VoiceSearch Ranking# Tags# Unique Visits
AppreciationSentimentCustomer Sat# Page views/Posts# Community Members
Action
# Sale/Winback#Call Deflection# Registrations# Competition Entries
AdvocacyNPS# Referrals# Super Users
eircom(Twitter/Forum)
10
2 4 -Jan 3 1 -Jan 0 7 -Feb 1 4 -Feb 2 1 -Feb 2 8 -Feb 0 7 -M ar 1 4 -M ar
Target 5 5 5 5 5 5 5 5
D ays 1 .3 1 . 5 0 .8 0 . 7 1 .1 0 . 6 1 .2 1 . 3
0
1
2
3
4
5
6So c ial M e d ia: Tim e take n to re s o lve e s c alati o n s
2 4 -Jan 3 1 -Jan 0 7 -Feb 1 4 -Feb 2 1 -Feb 2 8 -Feb 0 7 -M ar 1 4 -M ar
Q u eri es 5 2 7 2 6 6 6 1 7 8 6 3 7 2 3 3
Es c al ati o n s 6 0 4 3 5 2 5 0 4 6 3 8 3 7 1 5
01 02 03 04 05 06 07 08 09 0
So c ial M e d ia: Q u e rie s v Es c alati o n s
In co rrectl y ad vi s ed B ro ad b an d s p eed w as …
In co rrect p ackage ap p l ied
P req u al fai l u re
O rd er n o t p laced fo r B ro ad b an dB ro ad b an d n o t ceas ed w h en req u es ted
Exch an ge n o t en ab led
W o rki n g at s lo w s p eed s
0 5 1 0 1 5 2 0 2 5
So c ial M e d ia: To p d rive rs b re akd o w n
Acco u n t Is s u esB i l l in g
C P E B Bei rco m M o b i l e
FO TS Agen t In teracti o nTech n ical
ei rco m w eb s i teE-M ai l
P STNB ro ad b an d
0 5 1 0 1 5 2 0 2 5 3 0 3 5 4 0
So c ial M e d ia: C o n tac t d rive rs
2 4 - Ja n 3 1 - Ja n 0 7 - F e b 1 4 - F e b 2 1 - F e b 2 8 - F e b 0 7 - M a r 1 4 - M a r
P o s ts 1 8 3 1 0 5 2 9 2 7 1 9 1 9 1 9 1 3
D i re c t Q u e ri e s 3 9 3 9 3 6 2 7 3 6 2 8 3 0 2 2
0
5 0
1 0 0
1 5 0
2 0 0
F o r u m : P u b lic p o s t s & D ir e c t q u e s ti o n s t o C S R s
2 4 -Jan 3 1 -Jan 0 7 -Feb 1 4 -Feb 2 1 -Feb 2 8 -Feb 0 7 -M ar 1 4 -M ar
Tw eets + D M ' s 3 5 6 2 1 3 2 0 4 2 9 8 2 1 8 1 8 2 1 9 7 6 4
05 0
1 0 01 5 02 0 02 5 03 0 03 5 04 0 0
Tw itt e r: N u m b e r o f Tw e e ts is s u e d
2 4 - Ja n 3 1 - Ja n 0 7 - F e b 1 4 - F e b 2 1 - F e b 2 8 - F e b 0 7 - M a r 1 4 - M a r
F u l l 3 4 3 2 2 9 2 2 2 7 1 9 2 8 2 3
P a rti a l 2 2 1 3 9 2 0 1 4 1 4 9 6
05
1 01 52 02 53 03 54 0
F o r u m : P a r ti a l v F u ll R e g is t r a ti o n s
2 4 -Jan 3 1 -Jan 0 7 -Feb 1 4 -Feb 2 1 -Feb 2 8 -Feb 0 7 -M ar 1 4 -M ar
Fo l l o w ers 1 3 3 0 1 3 5 2 1 3 8 0 1 4 0 7 1 4 1 4 1 4 3 6 1 4 5 5 1 4 8 0
1 2 5 0
1 3 0 0
1 3 5 0
1 4 0 0
1 4 5 0
1 5 0 0Tw itt e r: N u m b e r o f f o llo w e rs
Social Media KPIs
© eircom 9
Net Promoter Score – Voice of the Customer
• Technology solution aggregates dimensional & transactional data for surveys
• Aggregate records from multiple Data Warehouses for Fixed & Mobile customers
• 84 touch-points covering Join, Get Help & Change customer journeys
• 2K customers polled daily
• Multi-channel customer interactions (phone, web, face-to-face, retail stores)
Promoters Don’t Leave
Remove sources of Detraction
First Time FixPerception-led. 20x difference between resolved/not resolvedAddressing processes & survey touch-points
Customer Effort Tracking effort via CRM. 8x difference between single call and customer having to follow-upDriving ‘ownership’ at front-line
Variation by Channel Reporting & Repair ChannelsAnalysis to identify root-cause process gapsEnhancements in-progress
Drivers of the Customer Experience
© eircom
Service Interactions
59%
23%
11%
5%2%
These 52 companies recorded over 150 million interactions in 2010 alone – 90 million or 59% were telephone calls with inbound accounting for double that of outbound.
Electronic communications (SMS and email) accounted for 16% of all communications.
*Other includes fax/letter, web-chats, smart phone interactions and other social media
SMS Outbound
Emails - Inbound 6%
- Outbound 5%
Self Service Calls
Telephone Calls - Inbound 40% - Outbound 19%
Other
35 million
Almost 90 million
Total Interactions 150.8 million
© eircom
• Location Dependency• Complex Integrations• Poor MI
Contact
• ‘IP Everywhere’: • Government Network• ‘Voice as an Application’• Collaboration• Cloud
© eircom 12
• Intelligent Routing• Uses Customer Scripts
(static)• No application data used• Op Ex & Cloud
Citizen
Scripts
eGov Data
eircom eVR
• Intelligent Processing• Self Service -
application Data used
eVR & Voice Portal Capability
Voice Portal
eGov Data
Citizen
Self Service
© eircom 13
Citizen
eircom eVR
Voice Portal Potential
Voice Portal
eGov Data
Citizen
Self Service
Secure
Third Party Agent
Branches
© eircom
Conclusion
• Make Communication Easier - who is calling, to what numbers, and why
• ‘One and Done’ – make an informed routing decision
• Automate what you can – to improve service availability and reduce cost
e.g. voice enable a Web Application
• Measure - seek and respond to feedback
• Consider outbound – to improve service and reduce inbound, to reduce
cost compared to white mail
e.g. SMS appointment reminders, notification of progress of an
application…
• Engage on Social Networks
14
Top Related