cem london

The SMART Journey

By Urmil Gohil

Who am I?• Spend the last 26 year in Customer Experience

world wide.• I am been successful in the top 5 dangerous

countries – Iraq, Iran, Haiti, Sudan, Afghanistan.

• Worked for the top 20 companies in the world• I speak 11 languages.

Sierra Leone and SMART

• Sierra Leone 3 rd. poorest country in the world with every basic infrastructure

• 3 existing mobile operators in the country

• The company 2 failed attempt to launch

• Time-frame 3 month to commercial launch

• Ownership – Nepal, Belarus, Lebanon

• Very poor customer centric environment

Post war Syndromes

• Post traumatic disorder• Stress and Frustration• Narrow-mindedness and alienating • Revenge mindset• Lazy• Still in the infant stages of Regression

Facts

Benchmark Key Performance Indicators

Customers Operations interventions follow the whole customer’s journey through multi channels points of contacts…

E mailE mai l

Mai l Mai l

USSDUSSD

IVRIVR

PortalsPortals

Cal l centerCal l center

Indirect

retai l

Indirect

retai l

Direct

retai l

Direct

retai l

HomeservicesHome

services

Marketingdirect

Marketingdirect

CUSTOMERCUSTOMER

• • ZTE platform the backbone OSS and core network

• •ZTE – IP based CRM ( routing via only IP)• •Power generators to back up – solar BTS• •HLR capacity 120,000 subs – back up HSS• •Sales channels –

2 main distribution channels to avoid conflict and increase commission

• •Superior customer care, by actively addressing the customers ( active subs vs. Duplication)

Meets Expectations(Survival)

Meets Desires(Success)

Meets Unrecognized

Needs(Transformation)

Maslow’s Hierarchy of Customer ServiceMaslow’s Hierarchy of Customer ServiceMaslow’s Hierarchy of Customer ServiceMaslow’s Hierarchy of Customer Service

Creates Evangelism

Creates Commitment

Creates Satisfaction

From Peak: How Great Companies Get Their Mojo From Maslow, By Chip Conley

Staff motivation

Process engineering

Re-Engineering

A Customer-Centric View

Mission and Vision

Communication

Trouble Tickting system

Re-engineering

Behold...The holy Grail of CusTomer

serviCe

Product-focusedProduct-focusede.g. Apple, Google, e.g. Apple, Google, Most web startupsMost web startups

What kind of company are you?What kind of company are you?

Customer Loyalty vs. Complaints

Actions

Customer Operations

Director

Front Office Back Office Operations Support

Call center First Level Group

2d Level Group

Loyalty/retention Group

Billing / Credit / Duning / Fraud Control Group

Activation / Registration Support

Customer Technical Support 3nd Level Group

Quality, Processes & Knowledge Management

Training Support

Reporting /Operations

Suppliers / Logistic Group

Automatic Channels Development

Mail & e mail Group

Mass market & prospect

Post paid market

VIP/High value market

Internet market

Hot line direct/indirect shops

Corporate market

Production & Planification

Trouble shooting specialists

Customer Operations

Future call center system • IPCC If a Data

center will exsist

African markets

Customer segments

99% Pre-Paid – Pay as you Go

Deposit of HUG ( hybrid post paid)

Next Gen• Credit system - -mobile money• VAS based on IP ( MPLS) • 4G spectrum

Digital custome care

The Success

• •100,000 subs in 90 Days• •3 retails outlets open whilst being impacted

by Ebola• •Footfall conversation 90 %• •First call resolution 90%• •Arpu 5 usd