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.

1. Cut Thru the Noise –
Standing Out in Saturated
Market
Arti Ots
Chief Marketing Officer
Elion, TeliaSonera Group

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. What Led Elion Closer to the
Customers
Leadership as a Basis for Better
Customer Experience
Customer Centric Management
System
Front-line Technology Marketing

4. Saturated Market Demands
Focus to Existing
Customers
Time

5. Think About the Most
Exiting Customer
Experience…

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. Why Not to Create the Same
Experience in a Bigger
Company!?

8. The Big Company Disease
Symptoms:
• Greed
• Lack of leadership
• Inadequate executive
oversight

9. How Elion is Dealing With the
Big Company Disease?

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. Calibration: Your Fingers
Can't Be of the Same
Length
• Rewards
A
• Succession Promote
Potential as leader
• Training & development
Warning
C
Out
Leadership

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. 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. 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. Implementation
Front-line Technology Marketing

16. Front-line: Feeling of a
Small Company Starts From
Each Individual
Compliance
Delighting
to “Service
customers
Standard”

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. Feedback = Responsibility

19. Technology: Tech Guys in
Customer Shoes
Faults per Proactive
main line customer
help

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. Marketing: Its All About
Customers & Profits
Getting new Helping
customers customers to
buy – no fine
with mass print
campaigns

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. 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. 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. 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. Without World Class Partners it
Would Not Be Possible

27. Thank You!
arti.ots@elion.ee