Kristof Schraepen, Mobistar

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  • - 4 great promo moments a year, with a change in Visuals at the start and in the middle of the campaign. For every product line-> leading to an important change in product / promo visuals & structure almost every 30 days. Flash sales periods, with special promotions / Solden period, …2.5 mio visitors / month5 mio visits / month
  • - 4 great promo moments a year, with a change in Visuals at the start and in the middle of the campaign. For every product line-> leading to an important change in product / promo visuals & structure almost every 30 days. Flash sales periods, with special promotions / Solden period, …2.5 mio visitors / month5 mio visits / month
  • Not too hot, not too cold… Just perfect.(Drupal: Not oversimplifying, not too complex. not too big, not too small. )
  • Kristof Schraepen, Mobistar

    1. 1. Buy Now! <br />But what if your product gets really complex?<br />by Kristof Schraepen, Mobistar<br />Speaker<br />
    2. 2. Photo credit: Brett Lider, Flickr<br />Buy now<br />But what if your products are really complex?<br />
    3. 3. I am<br />KristofSchraepen<br />(e-business manager)<br />
    4. 4. My daily mission<br />reaching the online sales targets<br />
    5. 5.
    6. 6. Aboutmobistar<br />TELCO SECTOR<br />4MIO SUBSCRIPTIONS<br />150 BRICK & MORTAR STORES<br />INDEPENDENT NETWORK<br />EUPHONY<br />ONLINE SHOP<br /> • SELLING PHONES<br /> • MOBILE (PREPAID/POSTPAID)<br /> • MOBILE INTERNET (PREPAID/POSTPAID)<br /> • INTERNET (ADSL/VOIP)<br /> • TV (SATELLITE)<br />
    7. 7. Photo credit: Susy Morris, Flickr<br />In telco<br />Everything is always on promotion<br />
    8. 8. Productcomplexity<br />PHONES<br /> - TYPE<br /> - BRAND<br /> - COLOUR<br />SUBSCRIPTIONS<br /> - PRICE / VALUE<br /> - PROMO (3)<br /> - EXTRA ONLINE PROMO<br /> - ALREADY A CUSTOMER?<br /> - SIM CARD DETAILS / PREVIOUS OPERATOR<br /> - ID (CARD / REGISTRATION / ADDRESS / …)<br /> - BANK ACCOUNT DETAILS / DOMICILIATION<br /> - …<br />Photo credit: see-ming lee, Flickr<br />
    9. 9. our range<br />
    10. 10. AT THE START,THINGS WEREN’T LOOKING SO GOOD<br />source: http://vanessawadard.com/<br />
    11. 11. We had4 platforms<br />
    12. 12. That became a maintenance nightmare<br />Photo credit: Chris Phelps, Picasa<br />
    13. 13. And faced many usability and user-experience problems<br />
    14. 14. Reporting complexity<br />
    15. 15. The result of this<br />SCORE 9-10<br />DELIGHTED<br />NOT SATISFIED<br />SCORE 1-6<br />38<br />ORDERING ONLINE<br />-31<br />source: weborder survey feb 2011<br />
    16. 16. The result of this<br />SCORE 9-10<br />DELIGHTED<br />NOT SATISFIED<br />SCORE 1-6<br />46<br />32<br />34<br />INFO<br />-21<br />-26<br />-29<br />-GLOBAL-<br />ORDER STATUS<br />DELIVERY STATUS<br />source: weborder survey feb 2011<br />
    17. 17. THE ROAD TO SUCCESS<br />
    18. 18. 1. manage complexity<br />THE ROAD TO SUCCESS<br />
    19. 19. 2. enhance usability & customer experience<br />1. manage complexity<br />THE ROAD TO SUCCESS<br />
    20. 20. 3. simplify update & maintenance process<br />2. enhance usability & customer experience<br />1. manage complexity<br />THE ROAD TO SUCCESS<br />
    21. 21. Photo credit: tinyau, Flickr<br />Starting over againfix what we have. If not, what new system?<br />
    22. 22. Flexibility = key<br />SOURCE: CMS BUYER’S GUIDE - ECONSULTANCY<br />
    23. 23. Photo credit: violscraper, Flickr<br />goldilocksnot too hot, not too cold.<br />
    24. 24. Steps to a brighter future<br />The project<br />Phase 1: analyse needs<br />Phase 2: rebuild<br />Photo credit: z heise, Flickr<br />
    25. 25. Phase 1: Analyse customer needs<br />Build a new telco site<br />Build a prototype of the conversion funnel<br />
    26. 26. Phase 2: rebuild<br />Launch strategy<br />Experience roadmap<br />Conceptual model<br />Flows<br />Page models & wireframes<br />Technical solution (drupal)<br />Build (agile)<br />Launch<br />operate<br />
    27. 27. Ps: you have3 months to build it<br />
    28. 28. results<br />
    29. 29. results<br /><ul><li>INCREASED ORDER QUALITY - ELIMINATED NEED TO CALL CUSTOMERS AFTER ORDER
    30. 30. INCREASED ORDER TO SALES CONVERSION AFTER ORDER (RELOAD / ACTIVATION / …)
    31. 31. CONVERSION IDEAS ARE NOW BOUND BY TIME, NOT TECHNOLOGY
    32. 32. CUSTOMER SATISFACTION INCREASED</li></li></ul><li>Has it improved?<br />SCORE 9-10<br />DELIGHTED<br />NOT SATISFIED<br />SCORE 1-6<br />38<br />ORDERING ONLINE<br />-31<br />source: weborder survey feb 2011 vsapril 2011<br />
    33. 33. Has it improved?yes<br />SCORE 9-10<br />DELIGHTED<br />NOT SATISFIED<br />SCORE 1-6<br />57<br />38<br />+19<br />ORDERING ONLINE<br />+22<br />-9<br />-31<br />source: weborder survey feb 2011 vsapril 2011<br />
    34. 34. Has it improved?<br />SCORE 9-10<br />DELIGHTED<br />NOT SATISFIED<br />SCORE 1-6<br />46<br />32<br />34<br />INFO<br />-21<br />-26<br />-29<br />-GLOBAL-<br />ORDER STATUS<br />DELIVERY STATUS<br />source: weborder survey feb 2011 vsapril 2011<br />
    35. 35. Has it improved?<br />yes<br />SCORE 9-10<br />DELIGHTED<br />NOT SATISFIED<br />SCORE 1-6<br />60<br />53<br />53<br />46<br />32<br />34<br />-<br />+21<br />+19<br />+14<br />INFO<br />-4<br />-7<br />+22<br />+17<br />-12<br />+14<br />-21<br />-26<br />-29<br />-GLOBAL-<br />ORDER STATUS<br />DELIVERY STATUS<br />source: weborder survey feb 2011 vsapril 2011<br />
    36. 36. Phase 1<br />
    37. 37. Phase 2<br />
    38. 38. Phase II<br />Allready customer ?<br />Advantage choice<br />Promo choice (+online promo)<br />Options<br />Phase 2: the checkout<br />
    39. 39. Shopping basket<br />Promo Code<br />Your current number / operator<br />Personal Info<br />Address Info<br />Payment Info<br />Stay in touch (please? )<br />Phase 2: the checkout<br />Phase 2<br />
    40. 40. Thank you. We’ve taken your order.<br />What’s next<br />Summary<br />Phase 2: the checkout<br />
    41. 41. What did we learn<br />
    42. 42. 1.<br />Fixing what you’ve got is not always cheaper / better<br />
    43. 43. 2.<br />Challenge traditional approach <br /><ul><li>Agile vs Waterfall
    44. 44. Open-source vs Comm. Solution
    45. 45. Cloud vs own servers</li></li></ul><li>3.<br />Agile can work very fast and efficient<br /><ul><li>If guided & controlled by your agency
    46. 46. Fully supported by the management (IT, MKT & Web)
    47. 47. Experienced team members</li></li></ul><li>Communicatecommunicatecommunicate<br />
    48. 48. But this is not the end<br />Keep in improving is the way to success:<br />Updates we are planinng:<br /><ul><li>Customer zone
    49. 49. FAQ
    50. 50. And many more</li></li></ul><li>Thank you<br />source: photobucket, kat-cassidy<br />

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