value based approach to improve customer experience

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A Customer Experience

Improvement Framework

A Value Based Approach to Improve

Customer Experience for Communication

Service Providers


Communication

Service Providers

HIGHLIGHTS

CSPs have graduated from providing basic

voice and telephony services to offering a

host of entertainment and other value added

services. The industry is grappling with high

customer churn rates and needs to focus on

an improved customer experience

framework.

• Explore customer experience imperative in greater

detail

• Evaluate the challenges of defining, measuring,

and improving customer experience

• Assess and prioritize customer experience

improvement initiatives


Telco Industry Challenges in the Digital World

Declining Core Revenue Stream

• Competitive and regulatory pressures ultra-low cost and free voice services have commoditized CSPs

Data Monetization Gap

• Surge in data traffic has not translated to an equivalent growth in revenues for CSPs. It is expected to outpace revenue growth 3 by a factor of 9 between 2012 and 2016.

Falling Value Perception

• Telecom companies continue to score poorly in customer value perception. Consumers regard them only as bit-pipe providers.

Rapidly Changing Consumer Preferences

• CSPs’ legacy networks, systems and processes have not kept pace with rapidly changing customer preferences for new services.

Challenges


Customer Experience Imperative for CSPs

• CX needs to be a cornerstone of

CSP’s business strategy.

• Focusing on CX can enable CSPs

to respond more effectively to

customer requirements, build

customer loyalty, and create a

stronger value perception.

• CX improvement can generate

sustainable competitive

differentiation, improving prospects

for long term profitability.

A survey by TM Forum,

indicates that customer

experience (CX) is one of the

top 3 priorities for transformation

programs for telecom

companies.

Another survey by Ovum,

indicates that improving

customer experience (CX) and

satisfaction is at the top of the 5

list of priorities for CSPs across

all geographies


Challenges in Building CX Improvement Programs

Define

Measure

Improve

CX improvement should be an enterprise-wide

initiative closely aligned to a service provider’s

business goals

.

CX should be measured across all touch points

including behavioral data scattered in the online

world including social networks.

Identification and Prioritization of CX that will

have the greatest impact on customer

experience

Defining Customer Experience

Measuring Customer Experience

Improving Customer Experience


Dimensions of Customer Experience in Telecom

Customer Experience

Marketing and Sales

Customer Support

Product and Service Portfolio

Brand

Billing, Charging &

Cost

The right offer

through the right

channel

Perception

is key

Delighting customers

with billing

transparency

Services must meet or

exceed brand

expectations Pivotal to staying

competitive


Three Phase CX Improvement Framework

Realization

IT Initiatives for CX Improvement Implementing prioritized initiatives with

special emphasis on user journeys

Value Analysis

CX Impact Calculation of Initiatives Assessing and prioritizing CXM initiatives

based on customer experience impact

Blueprinting

Customize Assessment Framework per Operator Context

Mapping process flows, KPIs and dimensions


Conclusion

• Superior CX is the key to winning customer

loyalty and competitive differentiation.

• Initiatives undertaken to improve customer

experience needs to be multi-dimensional.

• To ensure that customer experience

improvement initiatives are closely tied to

business objectives, telecom

• Companies should adopt a unified framework to

document CX impact of the initiatives.

• CX impact in conjunction with the financial

business case, will provide a single window to

evaluate and prioritize initiatives.


For more details please visit the link below:

http://www.wipro.com/Documents/resource-

center/A_Value_Based_Approach_to_Improve_Customer_E

xperience.pdf

http://www.wipro.com/Documents/resource-center/A_Value_Based_Approach_to_Improve_Customer_Experience.pdf




http://www.wipro.com/Documents/insights/Remote-Healthcare-Device-Monitoring-and-Analytics-Boost-Device-Manufacturers-Bottom-Line.pdf


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