This document discusses how telecom companies can become globally recognized leaders in customer experience. It notes that while telecoms invest heavily in customer experience, no operator is seen as a clear leader. To become one, telecoms should look to attributes of successful customer-centric companies like Apple, Amazon, and Disney that are globally recognized and provide meaningful experiences. However, telecom industries operate more locally than these companies. The document argues that telecoms can establish a global reputation by excelling in customer experience in select countries and addressing challenges like frequent customer interactions and increasing expectations set by global digital services. It provides examples from Etisalat, a large Middle Eastern operator, of how telecoms can balance rational and emotional elements to

1. Building a Meaningful Customer
Experience on a Global Scale
CEM Summit in Telecom, Lisbon
Roman Nedielka
Group Director Customer Experience
April 17th, 2013

2. TELECOM INDUSTRY IS ALREADY PUTTING A LOT OF EMPHASIS ON THE
CUSTOMER EXPERIENCE SUBJECT
Concentration of CE resources per industry
Telecom industry has the highest concentration
21% Telecoms
of resources on Customer Experience…
20% Banking
…still, no operator is
14% Retail being referred as the CE
leader
8% IT and services
5% Insurance
3% Airlines Why is this and what can be done?
(29%) Others
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3. TO BECOME A RECOGNIZED CE LEADER, TELECOM COMPANY SHOULD
LOOK AT ATTRIBUTES OF ALREADY SUCCESSFUL CE LEADERS
Top 5 recognized CE leading 1
businesses Globally recognized
1. Apple
2. Amazon
3. Zappos
4. Starbucks
2
5. Disney Meaningful
Can a telecom player become a CE leader, i.e. globally recognized provider of a
meaningful customer experience?
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4. TELECOM INDUSTRY IS AMONGST THE MOST CHALLENGED INDUSTRIES IN
THE DELIVERY OF CUSTOMER EXPERIENCE
Net Promoter Score (NPS) by Industry Group
24%
Financial services -15% 83%
23%
Insurance -15% 74%
46%
Online services 13% 76%
50%
Retailing 26% 73%
37%
Technology 6% 71%
11%
Telecommunications -21% 38%
28%
Travel / hospitality -9% 66%
-40% -20% 0% 20% 40% 60% 80% 100%
A
Portfolio of our services is limited = Less opportunities to exceed expectations
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5. CUSTOMERS ARE INTERACTING WITH SERVICES OF TELECOM OPERATORS
ALMOST CONTINUOUSLY THROUGHOUT THEIR LIVES
…check their mobile …of 25-to-29-year olds
devices every 30 sleep with their
1/4 minutes.
3/4 phones.
Customer is facing our services all the
…check their mobile time
B
devices every 10
1/5 minutes. More chances to fail in front of a
customer
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6. EXPECTATIONS OF CUSTOMER ARE INCREASINGLY SET BY THE BEST OF
EXPERIENCES GLOBALLY
5%
More travelling
Growth of
international travel
Friends in
16% another country
Globalization
International
of social links Followers from
expectations 35% another country
Raise of global
services
providers
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7. CONTRARY TO MODELS OF CE LEADERS, TELECOM INDUSTRY OPERATES
AS A LOCAL BUSINESS IN EACH MARKET WITH A LITTLE GLOBALIZATION
Global
Processes standards including CE
CE leaders Central global talent Country 1
world view World Country 2
Unified strategies
Country N
Leading systems and tools ...
Challenge to build a
global recognition of
CE leadership
Fragmented
Multiple technologies
Telecom
Country 2
industry Distributed access to talent
Country 1
world view Local processes Country N
Market specific products
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8. INTERNATIONAL TELECOM PLAYERS CAN ESTABLISH GLOBAL
POSITIONING THROUGH REFERENCING OF SPECIFIC COUNTRIES
Stage of local CE maturity Beginning Transformation Target
Reference for positioning
and perception buildup
 Becoming reference
1~2
Leadership of CE within telecom None Majority
markets
industry
Customer’s satisfaction and loyalty
Selective  Exceeding customer’s
excellence expectations in Several Majority Several
selected interactions
 Just meeting basic
Necessity customer’s Majority Several None
expectations
Local markets driven journey of “becoming a globally recognized CE leader”
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9. BEING A MEANINGFUL COMPANY ASSOCIATES ALSO WITH A GREAT
CUSTOMER EXPERIENCE
Global meaningful brands
Net Promoter Score
Degree of brand meaningfulness
Strong correlation between Net Promoter Score and how meaningful is the company provides
a new angle on how to manage customer experience
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10. MEANINGFUL COMPANIES DO NOT JUST OFFER APPEALING SERVICES, BUT
ALSO PROVIDE RELEVANT PERSONAL AND COLLECTIVE OUTCOMES
Meaningful brand
Product outputs Personal outcomes Collective outcomes
 Usefulness of products  Physical - health, personal  Workplace
appearance
 Degree of innovation  Community
 Emotional - satisfaction,
 Prices of services identity  Environment
 Safety of products  Social - Relationships - Social commitment
 Reflection of customer’s  Productivity - time savings, - Climate change
expectations in portfolio simplicity of life  Government and Ethics
 Quality of services  Intellectual – Ideas  Economy
 Financial - financial security, - Jobs creation
cost management
- Sustainability leader
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11. TELECOM OPERATORS SHOULD BECOME MORE VISIBLE IN CUSTOMER’S
EXPERIENCE OF MOBILE SERVICES USE
Layers of customer
Applications Operating sys. Devices Operators
interactions
Service Control Hardware Data transfer
Operators services are hidden from customers view, they can:
 Become more relevant, impactful,
 Traditionally trying to expand the value
meaningful Opportunity ?
chain OR
- Leverage exclusivity in operator’s
- Entering services and devices parts
interactions e.g. retail, selfcare
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12. INTRODUCTION TO ETISALAT
 The Middle East’s largest operator, second most valuable brand and third largest
corporation with a market value of $20billion and annual revenues exceeding
$8.7billion
 A regional powerhouse with operations in 15 countries across the Middle East,
Africa, and Asia
 Etisalat’s GSM network covers more than 1 billion people and satellite services
cover two thirds of the planet’s surface
 One of the world’s fastest growing telcos with subscriber numbers growing from 4
million in 2004 to 125 million in 2012
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13. IN CUSTOMER EXPERIENCE MANAGEMENT, BOTH RATIONAL AND
EMOTIONAL ELEMENTS ARE CONTRIBUTING TO THE CE PERFORMANCE
NPS performance
Customer
Experience
Rational elements Emotional elements
50% 50%
 Quality of products and services  Brand and positioning
 Accuracy and transparency of  Communication and campaigns
billing
 Values of the business
 Responsiveness of call centers
 Behavior of employees
 Services delivered at point of Telecom industry drivers
 …
sales
 …
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14. CAPTURING THE BEST OF LEADERS GLOBALLY AND LOCALLY IN THE
CUSTOMER EXPERIENCE
Getting to know Buying Using Contacting Leaving
 One-man can do all  Simplicity of product  Great logistic  Solid product
at POS and services processes continuity
 Simple products
portfolio
 Feedback
management  New aircrafts  Online ticket  Personalization and
Rational  Excellent cabin management knowing the
crew functionality customer
 Tailored guidance
and
recommendations
 Fully online  Leading loyalty
program (Skywards)
with benefits and
strong
communication
 Confidence in  Design and  Status perception
communicated ambience of POS when flying with
messages stores Emirates
Emotional
 Strong ATL
presence
 Brand positioning
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15. ETISALAT IS ON ITS JOURNEY TO BECOME A GLOBALLY RECOGNIZED
CUSTOMER CENTRIC TELECOM PLAYER
 Continuously improving
Processes processes
excellence  Excellence in interactions with
customers
Customer Experience
 New services are designed with
customer experience mindset
Design
Global Meaningful  Usability and great interactions
are foundations of design
 Management of reputation and
leverage on best experiences
Perception
 Brand and communication
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16. Thank you
Contact Sources
LinkedIn: www.linkedin.com/in/nedielka  Global Customer Experience Management Survey 2011, Beyond Philosophy
Twitter: @nedielka  2012 Net Promoter Score benchmark study of U.S. consumers, Satmetrix
Web: www.nedielka.com  UNWTO Tourism 2012 highlights, World Tourism Organization
 The Anatomy of the Social Graphs 2011, Cornell University
 Meaningful Brands, Havas Media
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