Cut Thru the Noise –
 Standing Out in Saturated
 Market

Arti Ots
Chief Marketing Officer
Elion, TeliaSonera Group
Telecom Operator
Operating in more than 20
countries as a local
company…          TeliaSonera Group (2009):
              ...
What Led Elion Closer to the
            Customers

  Leadership as a Basis for Better
      Customer Experience

   Custo...
Saturated Market Demands
Focus to Existing
Customers




                           Time
Think About the Most
Exiting Customer
Experience…
What Are Successful Small
Businesses Doing Well


                        Create and
  Sell each unit at    maintain the
 ...
Why Not to Create the Same
  Experience in a Bigger
       Company!?
The Big Company Disease


Symptoms:
• Greed
• Lack of leadership
• Inadequate executive
  oversight
How Elion is Dealing With the
  Big Company Disease?
No Wind, No Waves: First
 Year Goals Were Not
 Achieved
Putting customer first…


            Loyal            Continuous
...
Calibration: Your Fingers
Can't Be of the Same
Length

• Rewards
                                                         ...
Customer Loyalty: Take it
as an Investment, Not an
Expense
       EUR    Residential Triple Play Customers ARPU Dynamics 2...
Net Promoter® is a measure of brand and relationship –
              brand loyalty and brand advocacy

How likely would yo...
Net Promoter Discipline
Helps to Build a Customer
Centric Culture

                  Loyalty Improvements




      Organi...
Implementation

Front-line   Technology   Marketing
Front-line: Feeling of a
Small Company Starts From
Each Individual


    Compliance
                  Delighting
    to “S...
Personal Customer
 Feedback is a Part of the
 Salary

                                             Employee gets
         ...
Feedback = Responsibility
Technology: Tech Guys in
Customer Shoes



    Faults per   Proactive
    main line    customer
                 help
Quality of Experience
Management Tool for IPTV
and Broadband

• real–time view of the quality
  delivered to each consumer...
Marketing: Its All About
Customers & Profits



    Getting new   Helping
    customers     customers to
                 ...
Talking to Customers:
Simplicity With Complex
Systems
                             ~300 000 Residential customers

       ...
Marketing Automation:
Keeping Customer in Mind
• Customers need to feel
  personality behind the
  action
• Customers shou...
In Vino Veritas

• Campaign: Free wine for
  B2B customers (in Shops)
• 70% response rate, third
  year in a row
• 25% cro...
Saturated market “helped” Elion
  to become smaller company



  Leadership is key indicator in
   achieving superior cust...
Without World Class Partners it
    Would Not Be Possible
Thank You!


arti.ots@elion.ee
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Cut Through the Noise: Standing Out in a Saturated Market

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Arti Ots, Chief Marketing Officer, Elion, TeliaSonera Group presented at the Premier Business Leadership Series 2010, http://www.sas.com/theserieshk.

TeliaSonera is one of the leading telecommunications companies throughout Northern Europe and a leader in telecommunication innovation. How does it maintain an edge over the competition in a highly saturated and competitive market? This session will explore:
- Standing out with better customer loyalty.
- Executing profitable and lower-cost marketing campaigns.
- Automating direct marketing.

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Transcript of "Cut Through the Noise: Standing Out in a Saturated Market"

  1. 1. Cut Thru the Noise – Standing Out in Saturated Market Arti Ots Chief Marketing Officer Elion, TeliaSonera Group
  2. 2. Telecom Operator Operating in more than 20 countries as a local company… TeliaSonera Group (2009): Net Sales: 11,6 Billion EUR Subscribers: 148 million Employees: 30,000 Elion (2009): Operating country: Estonia Net Sales: 191 Million EUR Subscribers: 330,000 No.1: BB, Digital TV, Fixed Voice
  3. 3. What Led Elion Closer to the Customers Leadership as a Basis for Better Customer Experience Customer Centric Management System Front-line Technology Marketing
  4. 4. Saturated Market Demands Focus to Existing Customers Time
  5. 5. Think About the Most Exiting Customer Experience…
  6. 6. What Are Successful Small Businesses Doing Well Create and Sell each unit at maintain the a profit highest level of customer satisfaction Source: www.powerhomebiz.com
  7. 7. Why Not to Create the Same Experience in a Bigger Company!?
  8. 8. The Big Company Disease Symptoms: • Greed • Lack of leadership • Inadequate executive oversight
  9. 9. How Elion is Dealing With the Big Company Disease?
  10. 10. No Wind, No Waves: First Year Goals Were Not Achieved Putting customer first… Loyal Continuous Customers Profit Growth NPS EBITDA … continued with leadership and coaching
  11. 11. Calibration: Your Fingers Can't Be of the Same Length • Rewards A • Succession Promote Potential as leader • Training & development Warning C Out Leadership
  12. 12. Customer Loyalty: Take it as an Investment, Not an Expense EUR Residential Triple Play Customers ARPU Dynamics 2006 - 2009 +39% +28% Cost of serving (helpdesk etc.) differs 2x between promoters and detractors
  13. 13. Net Promoter® is a measure of brand and relationship – brand loyalty and brand advocacy How likely would you be to recommend Elion to a friend or colleague? Not At All Extremely Likely Neutral Likely 0 1 2 3 4 5 6 7 8 9 10 Detractors Promoters % 0 thru 6’s % 9’s and 10’s Promoters % minus Detractors % = NET PROMOTER % Source: Satmetrix Systems Inc.
  14. 14. Net Promoter Discipline Helps to Build a Customer Centric Culture Loyalty Improvements Organizational System Process Alignment Infrastructure Integration Executive Foundation Source: Satmetrix Systems Inc.
  15. 15. Implementation Front-line Technology Marketing
  16. 16. Front-line: Feeling of a Small Company Starts From Each Individual Compliance Delighting to “Service customers Standard”
  17. 17. Personal Customer Feedback is a Part of the Salary Employee gets Satisfaction positive scores feedback and Customer 9 or 10 contribution to Installation answers 5 his salary or questions in Fault fix an e-mail survey Immediate Satisfaction follow-up by scores supervisor and 0-6 feedback to the employee
  18. 18. Feedback = Responsibility
  19. 19. Technology: Tech Guys in Customer Shoes Faults per Proactive main line customer help
  20. 20. Quality of Experience Management Tool for IPTV and Broadband • real–time view of the quality delivered to each consumer • Proactive customer contact NPS without proactive actions -12,7% NPS with proactive actions + 15,8%
  21. 21. Marketing: Its All About Customers & Profits Getting new Helping customers customers to buy – no fine with mass print campaigns
  22. 22. Talking to Customers: Simplicity With Complex Systems ~300 000 Residential customers Shops Call Center E-service Internal TM Channels SMS E-mail DM External TM Voice Internet TV E-bill Loyalty Products NPVR VOD Antivirus Financing Approximately 3 different ways to offer a product 64 800 000 sales leads per month 300 000 x 8 x 3 x 9
  23. 23. Marketing Automation: Keeping Customer in Mind • Customers need to feel personality behind the action • Customers should feel the value of the offering • It should be relevant • 30% of the sales comes from automated activities
  24. 24. In Vino Veritas • Campaign: Free wine for B2B customers (in Shops) • 70% response rate, third year in a row • 25% cross & up-sell transactions • Enormous ROI
  25. 25. Saturated market “helped” Elion to become smaller company Leadership is key indicator in achieving superior customer experience Customer centric culture needs support from proper loyalty improvement system in every level
  26. 26. Without World Class Partners it Would Not Be Possible
  27. 27. Thank You! arti.ots@elion.ee

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