indian telecon customer service solution re-engineered v2
TRANSCRIPT
A Journey to Enhance
Customer Experience
August 2016
GROW REVENUES | ENABLE EFFICIENCIES | ENHANCE EXPERIENCE
A Centralized Customer CareSolution for
Agenda
• Research report of customer study of CSP’s
• Typical Challenges
• AS-IS Process mapping
• Proposed Solution Play
• Value Proposition
• Next Steps
2
CSP Research Report
2016
3
How do you research your CSP?
4
Young subscribers (79%) are more likely than
Older once (55%) to research their wireless
provider, cable company or telecom carriers
before entering into contracts
Ages 18 - 34 Ages 35 - 54 Ages 55+
Which of the following forms of communications do you
prefer communicating with your CSP
5
Ages 18 - 34 Ages 35 - 54 Ages 55+
Which of these potential improvements, would make a significant
positive impact on your experience and/or willingness to stay with
your CSP?
6
More than 40% of
those surveyed said
that a service
provider notifying
them when there
are better plans or
offers would make
them more willing to
stay with their CSP
When do you receive the best customer
service/prices/promotions from your CSP?
7
Subscribers agree
the best customer
service occurs during
the initial sign-up
process.
Facebook Observations
On Telenor site
8
Awaiting
Reply
Facebook Observations
Facebook Observations
Email Observations
On Telenor site
1
1
Email Observations
12
Email – Query
Email – Auto Acknowledgement
Email – Awaiting Reply
Voice Observations
On Telenor site
1
3
Voice Call Observations
• AS-IS Process
• Called - 9175091750 4:30pm & 7:30pm on 7/9/2016
again on 9/9/16
Maharashtra Circe
– Language IVR - Marathi, English, Hindi
– Balance Enquiry - Balance Enquiry - 1, Caller Tunes - 2, Tariffs - 3,
Special Travel - GPRS - 4, Loan, Insurance & SIM - 5,
– Customer Care –
– Disconnected, Continuous Call Drop
14
Typical Observations
1
5
Typical Challenge
Contact Center
Typically
companies have
invested here:
Customers are here:
Community
Sites
Other
Channels
Web
Store
SMS
Mobile App
Salesforce.com Confidential -- For Internal Use Only
Top Issues haunting Telecom companies
• How do I differentiate from competition where everyone has
aggressively priced bundles?
• How do I maintain deeper customer relationships to reduce churn?
• How do I maximize my marketing spend?
• How do I grow my business?
• How can I be more productive? I can’t keep up traditional hiring.
• How do I control costs?
Summary of Challenges
• Reduce Customer Activation time (SLA)
• Faster Customer Response times
• Better Customer Satisfaction & over all Customer Experience
• Address Customers coming from all possible channels
• Reduce cost of service
18
Salesforce.com Confidential -- For Internal Use Only
How does Telenor Digitize/Transform?
• Because it is about transforming the business with
solutions that address relatively simple business issues:
– Acquire new customers as inexpensively as possible
– Keep the customers you have as inexpensively as possible
with terrific customer experience
– Create and deliver new services and apps that leverage the
investment in the network (growing Average Revenue per User
or ARPU)
Today’s Realty
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Cu
sto
me
rs
Call Center Technical
Walk-In
Web
Voice
SMS & What’s App
Mobile App
Marketing
Campaigns
Video
Social Media
Live Chat
Level 1 Level 2
Solutions Play
2
1
Where can we fit …
Customer
Channels
Partner Channels
Relationship
Management
Service
Management
Service
Management
Network
Management
Element
Management
Elements
Physical
Network
Service Requests
SLA Management
Contracts and
Entitlements
L 1
L 3
L 2
Often
Called
Technology Play
Marketing
• Marketing
– Campaign Management ROI
– SMS Blast
– Email Blast
– Offer Bundle Builder
Social Media Channel activations - Listening &
Publishing
Sales• Customer E-Activations
• Trigger SMS & Email
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Service• Omni-Channel platform – (Voice) SMS, Social Media, Email, Live
Chat
• CRM
• KnowMax
• Robotics
• Social Media Channel activations - Listening & Publishing
• Level 2 – GPRS support
• Track SLA and Escalations
• Track KPI
• Site Serviceability
• Trigger SMS & Email
• Email & Social Media tool
• Better Customer data• Reduce bad data
Field Service• Mobile App
Customer Feedback (Voice of Customer)
SMS Based
Mobile Self-Service
Business Intelligence
Social Media Play
2
4
Demo
%42
HANSEN
G
%35
DJIA
FTSE
Social Media
Listening
Social Media
Publishing
Social Media
Engagement
Social Media
Listening
Social Media
Publishing
Social Media
Engagement
Telenor Call Center L2
We can do this as
well
We can do this as
well
Call Center
MD’s Mandate
Leverage better efficiency and build a
scalable model
Reduce operating costs
Emerge as a leader in the long-run
Analysis of Media Sources
These are the main sources where posts are mentioned about Airtel
wireless India. Maximum mentions were on Facebook which covers 79.1
% of total mentions.
Social Media - Listen
• Construct a profile to monitor millions of social conversations
Social Media - Analyze
• What are people talking about? Telenor is trending.
#Telenor/Airtel
Social Media – Command Center
29
Social Media - Publishing
30
Social Media - Publishing
31
Omni-Channel Play
Genesys
3
2
Demo
%42
HANSEN
G
%35
DJIA
FTSE
Telenor Call Center L2 Call Center
MD’s Mandate
Leverage better efficiency and build a
scalable model
Reduce operating costs
Emerge as a leader in the long-run
Cloud Hybrid On-Premises
Telephony Customer Experience Platform (Genesys)
Hospital/Branch locator
Directto Expert
BackOffice
ContactCenter
MarketingPromotion
MobileAppWebsiteVoice IVR Social
Omni-channel Desktop – CRM Integration
Embed CRM system to enable agent to drive all apps within single desktop
Build Specific Use Case Modules
• Example– Case (Ticket / Service Request)
– Activity
– Customer (Household / Person Account, Business Account and Contacts)
– Billing (Summary)
– Billing (Details)
• Example– Orders
– Payments
– Services
– Integration for billing / charge back / diagnostics processes
CRM Play
CRM
3
7
FEED INTO CRM
MASTERED IN
CRM
FEED INTO
CRMLINK TO
SOURCE
E-Activations or Provisioning
L2 Support Play
KnowMax
4
1
KnowMax
42
KnowMax
43
Customer Self-service Support
Play
Robotics
4
4
Robotics
45
L2 Support Play
Business Intelligence
4
6
Business Intelligence
47
Values Proposition
• Ability to determine clear Marketing Campaign ROI success
• Ability to derive market Data Analytics to take informed strategic decisions like
– How many calls abandoned
– What facilities are lacking?
– Where are enquiries coming?
– What kind/channels of enquiries are coming?
• Proactive vs Reactive follow-up with Customers
• Build a Relationship System vs Transaction Systems
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