The Globalization of Customer Experience:The Game Has ChangedAnthony ChristieChief Marketing Officer, Level 3 Communications
1Forefront ofIP-basedCommunicationsDifferent fromthe IncumbentProvidersDot Com BustOrganic GrowthGrowing throughAcquisitio...
243 4337393435363738394041424344OverallSatisfactionLikelihood toRecommend“Lack of support, lack of responsewhen I do get a...
3Applying What We Learned –Global Crossing Acquisition 2011• Accountability from day 1 resided withlong-term operational p...
4Level 3’s Global End-to-EndCustomer Experience Framework© 2013 Level 3 Communications, LLC. All Rights Reserved. Propriet...
5• Confusing trouble ticket status updates• In-depth training including; soft skills forall technical staff• Measure/Monit...
6• Multiple quoting platforms• Single quoting solution• Measure/Monitor: adoption, trouble tickets• Modify: always adding ...
7The Results Speak VolumesWe Care About Our Customers and Their Needs43 4337 3944405047514851530102030405060Overall Satisf...
Upcoming SlideShare
Loading in …5
×

The Globalization of Customer Experience: The Game has Changed | CommunicAsia 2013

1,446 views
1,387 views

Published on

The road to exceptional customer service can be fraught with missteps. In this presentation, Level 3 CMO Anthony Christie shares how Level 3 managed a dramatic change in the customer experience by measuring, monitoring, modifying, and monetizing our approach.

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,446
On SlideShare
0
From Embeds
0
Number of Embeds
76
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

The Globalization of Customer Experience: The Game has Changed | CommunicAsia 2013

  1. 1. The Globalization of Customer Experience:The Game Has ChangedAnthony ChristieChief Marketing Officer, Level 3 Communications
  2. 2. 1Forefront ofIP-basedCommunicationsDifferent fromthe IncumbentProvidersDot Com BustOrganic GrowthGrowing throughAcquisitionOrganization andIntegrationChallengesCustomer FirstMentality2007 - 2009INTEGRATION© 2013 Level 3 Communications, LLC. All Rights Reserved. Proprietary and Confidential.2011 - 2013ACQUISITIONANDINTEGRATION1997 - 2003GETTINGSTARTEDThe Globalization of Customer Experienceis Very Real to Level 32003 - 2007INDUSTRYCONSOLIDATION2005 - 2007GROWINGTHROUGHACQUISITION
  3. 3. 243 4337393435363738394041424344OverallSatisfactionLikelihood toRecommend“Lack of support, lack of responsewhen I do get a response it takes a longtime. Sometimes I feel like Im gettingignored by my Level 3 account rep.”“Lack of follow up onbilling questions.”“Unable to complete repairtickets in a timely manner,account/service personnelhave a DO NOT CAREattitude.”2007200920072009© 2013 Level 3 Communications, LLC. All Rights Reserved. Proprietary and Confidential.Source: 2009 Loyalty Survey“Very lengthy wait times whencorresponding with accountrepresentative; inability ofcompany to provide servicesrequested; inability for companyto provide proper final billing.”2007 – 2009 Integrations, Lessons Learned
  4. 4. 3Applying What We Learned –Global Crossing Acquisition 2011• Accountability from day 1 resided withlong-term operational process owners,NOT temporary transition teams• Carefully surveyed existing customerexperience; inventoried every customertouch point• Quickly determined the critical touch pointsneeded for customers, and quicklystandardized each across the new company• Identified where there were communicationgaps with customers, and put in fixesImplemented a Continuous Improvement ProgramIntegration Guiding Principle – Maintaining Excellent Customer Experience© 2013 Level 3 Communications, LLC. All Rights Reserved. Proprietary and Confidential.
  5. 5. 4Level 3’s Global End-to-EndCustomer Experience Framework© 2013 Level 3 Communications, LLC. All Rights Reserved. Proprietary and Confidential.
  6. 6. 5• Confusing trouble ticket status updates• In-depth training including; soft skills forall technical staff• Measure/Monitor: continue to stay close viacustomer feedback and trouble ticket metrics• Modify: addition of timely notes, updates sent tothe customer in order to proactively communicate• Monetize: Satisfied customers, fewer escalations,focused resourcesCase Study ExampleHere’s What It Looked Like When We Did it Right...PROBLEMSOLUTIONCONTINUOUS IMPROVEMENT
  7. 7. 6• Multiple quoting platforms• Single quoting solution• Measure/Monitor: adoption, trouble tickets• Modify: always adding information to keepcurrent• Monetize: decommission legacy systems, closedeals faster, revenue in the door fasterCase Study ExampleHere’s What It Looked Like When We Did it Right...PROBLEMSOLUTIONCONTINUOUS IMPROVEMENT© 2013 Level 3 Communications, LLC. All Rights Reserved. Proprietary and Confidential.
  8. 8. 7The Results Speak VolumesWe Care About Our Customers and Their Needs43 4337 3944405047514851530102030405060Overall Satisfaction Likelihood to Recommend“Level 3 has provided reliable InternetService with excellent customer supportthe few times they have been needed. Inaddition during turn up they were able toexpedite the install to help our companycontinue to offer services as expectedby customers.”“Good products,provisioning, billing,contract management,provisioning cycle, billingaccuracy and reliability”“Excellent response byboth account repproject management andservice personnel.”200720092010201120122013200720092010201120122013© 2013 Level 3 Communications, LLC. All Rights Reserved. Proprietary and Confidential.Source: 2013 Loyalty Survey“Follow on or Follow up Support. I resellLevel 3 services . They are there tosupport you .Overall great support,prompt response , professional courtesy.”

×