Ericsson Internal | 2013-05-04 | Page 2Our research2012-06-27 | Page 2MORE THAN 40COUNTRIES EVERY YEARRESPONDENTS1.1 billionREPRESENTINGPEOPLE100.00015STUDIEDMEGACITIES
Ericsson Internal | 2013-05-04 | Page 3The world has changedfor consumersAnd so have their expectations600mnon mobile4 billionhours of videowatched eachmonth118mntabletssold1BNsmartphones40BNAppsDownloaded
Ericsson Internal | 2013-05-04 | Page 4Todays superheros!
Ericsson Internal | 2013-05-04 | Page 5Some 0f his powers!›Sniff food prepared milesaway!›“See” traffic jams twomiles ahead!›Can hear the falsehoodsin the voice of people!
Ericsson Internal | 2013-05-04 | Page 6“Can they be like Pizzadelivery! promising me theycan fix issues in 30 minutes!Consumers benchmarkexperiences to otherproviders“Shopped online, itemdelivered next day with ahand written personal notefrom the owner thanking mefor the purchase and freereturn if I do not like theitem! This is what I calldelighting consumers!”
Ericsson Internal | 2013-05-04 | Page 7How are we measuringthese experiences?
Ericsson Internal | 2013-05-04 | Page 8how satisfied are youwith operators?1%Very Medium NotHow satisfied are you withyour operators network?INDICATINGTHINGS AREOK, but arethey?Base: Mobile Phone users across India, Brazil, Russia, China, Indonesia, ConsumerLab Analytical Platform 2012
Ericsson Internal | 2013-05-04 | Page 10How does consumerlabuncover true consumerexperience?NetworkqualityassessmentconsumerExperienceSurveyQ1.Q2.DeviceconsumptiontrendsA mix of traditional and new approaches tomeasure consumer experiencetraditionalQualitativeonlinelisteningSocialMedia,Blogs,ForumsMOBILEQualitativeDIARIESCHATBLOGGING……CUSTOMERCAREANALYTICS
Ericsson Internal | 2013-05-04 | Page 11Some hurdles on the way“This really is an innovative approach, but I am afraid wecan’t consider it. Its never been done before!”Increased business fragmentation AgencyPassive MeteringData MiningApp developersDomain experts“Lets hire a Chief Listening Officer!”
Ericsson Internal | 2013-05-04 | Page 12First mobile consumerexperience study in the regionconsumerExperienceSurveyQ1.Q2.Networkqualityassessment
Ericsson Internal | 2013-05-04 | Page 13Mobile BroadbandConsumer ExperienceOnly 6% ofconversations were relevant48% of negativeconversations were aroundpoor customer service250mn tweets1.8 million posts
Ericsson Internal | 2013-05-04 | Page 14Let me ask….How many of your customer’s callyou and congratulate you foryour superior customer service?
Ericsson Internal | 2013-05-04 | Page 15“We often struggle with the growing complexity of thenumerous systems and processes”Chaos rules customerservice todayCUSTOMER SERVICE and growingcomplexitySource: Ericsson ConsumerLab RINA “Transforming Experience’s Study”, Base: Interviews with 200 customer care agents.67%“The current tools and information available tome are NOT sufficient to create a positiveconsumer experience and satisfy customers”Tools and resources
Ericsson Internal | 2013-05-04 | Page 17To summarize› Hold up the mirror! - Your employees already know what iswrong with the way your business treats its customers….› Experience goes beyond just satisfaction.› Brands don’t need to hire a CLO- Chief Listening Officer,they have you!› Mobile is creating dramatic opportunities to rethinkcustomer experience, but the potential is NOT just surveys.
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