leverage customer experience management to innovate better
TRANSCRIPT
Christophe RufinOrangeDirector – OTT TV Ecosystem [email protected]: @christopherufin
Leverage Customer Experience Management to Innovate Better
3-5 November 2014,Thistle Marble Arch, London
#CEMcongress
Telecom CEM World Congress 2014 - Orange - @christopherufin
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One of the world leader CSPs239M customers in 160
countriesTurnover : 41B€ (2013)
A major European multiscreen operator
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About Orange
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Orange apps downloads
As of September 1st, 2014
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Smarter customers
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Talk is cheap, silence is fatal
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Indicator Best for
Satisfaction Evaluation of point of contacts
Net Promoter ScoreTM Evaluation of brand perception
Customer Effort ScoreTM Evaluation of customer journey
Tracking Customer Experience
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Satisfaction is not an equation
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Usage is the ultimate indicator
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Image source: Mix Panel
The power of cohort analysis
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Between 70% to 90% of innovations fail to attract
customers*
* Eager Sellers and Stony Buyers: Understanding the Psychology of New-Product Adoption by John T. Gourville
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“Innovation failure costs $100 billion annually to U.S. Fortune 500 companies”Anthony Ulwick, CEO of Strategyn, San-Francisco based innovation consultancy.
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AGILITY:THE GOAL IS NOT TO DELIVER
FASTER BUT
RESPOND TO CHANGE 15
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“Just figure a way to release a new version of your
software everyday, without breaking everything”
Embrace change
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Adapted from Guilhem Bertholethttp://www.guilhembertholet.com/blog/2014/01/16/7-facons-de-tester-son-idee-de-startup-avec-un-minimum-viable-product-mvp/
Start with a MVP
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iterate
concept MVP complete product
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35 000 customers involved in product co-creation
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“If I had asked people what they wanted, they would have said faster horses.”Henry Ford
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Listen & respond
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picture: http://www.visionmobile.com/blog/2013/05/a-game-of-ecosystems-measuring-ecosystem-performance/
A game of Ecosystems
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Cloud API - example
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Takeaways
Embrace the new customer paradigm
Invest in co-creation
Listen & respond
Leverage open innovation
Let’s work on this together!
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thanks@christopherufin
Telecom CEM World Congress – Leverage Customer Experience Management to Innovate Better
11/4/2014