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Leverage Customer Experience Management to Innovate Better

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Today's biggest technological trends (mobile web, social media, real time analytics) have produced a new consumer landscape. For telcos, keeping up with OTT competition in this new landscape requires to deliver innovations that will match consumer demand even better, in shorter cycles. While traditional innovation approaches were driven by advances in technology, customer experience management allows for a more efficient, market driven innovation. Presented at the Telecom CEM congress, November 2014. #CEMcongress

Special thanks:
Pierre Muller (Orange – VP Network Strategy)
Yvan Delègue (Orange – Director of Mobile Applications) @ydelegue
Guillaume Villon de Benveniste (The Innovation and Strategy Blog) @GVillondeBen

Published in: Marketing

Leverage Customer Experience Management to Innovate Better

  1. 1. Leverage Customer Experience Management to Innovate Better Christophe Rufin Orange Director – OTT TV Ecosystem christophe.rufin@orange.com Twitter: @christopherufin 3-5 November 2014, Thistle Marble Arch, London #CEMcongress
  2. 2. About Orange One of the world leader CSPs 239M customers in 160 countries Turnover : 41B€ (2013) A major European multiscreen operator Telecom CEM World Congress 11/4/2014 2014 - Orange - @christopherufin 2
  3. 3. Orange apps downloads As of September 1st, 2014 11/4/2014 Telecom CEM World Congress 2014 - Orange - @christopherufin 3
  4. 4. Smarter customers 11/4/2014 Telecom CEM World Congress 2014 - Orange - @christopherufin 4
  5. 5. 11/4/2014 Telecom CEM World Congress 2014 - Orange - @christopherufin 5
  6. 6. Talk is cheap, silence is fatal 11/4/2014 Telecom CEM World Congress 2014 - Orange - @christopherufin 6
  7. 7. Telecom CEM World Congress 11/4/2014 2014 - Orange - @christopherufin 7
  8. 8. Tracking Customer Experience Indicator Best for Satisfaction Evaluation of point of contacts Net Promoter ScoreTM Evaluation of brand perception Customer Effort ScoreTM Evaluation of customer journey 11/4/2014 Telecom CEM World Congress 2014 - Orange - @christopherufin 8
  9. 9. Satisfaction is not an equation 11/4/2014 Telecom CEM World Congress 2014 - Orange - @christopherufin 9
  10. 10. Usage is the ultimate indicator 11/4/2014 Telecom CEM World Congress 2014 - Orange - @christopherufin 10
  11. 11. The power of cohort analysis Image source: Mix Panel 11/4/2014 Telecom CEM World Congress 2014 - Orange - @christopherufin 11
  12. 12. Between 70% to 90% of innovations fail to attract customers* * Eager Sellers and Stony Buyers: Understanding the Psychology of New-Product Adoption by John T. Gourville 11/4/2014 Telecom CEM World Congress 2014 - Orange - @christopherufin 12
  13. 13. “Innovation failure costs $100 billion annually to U.S. Fortune 500 companies” Anthony Ulwick, CEO of Strategyn, San-Francisco based innovation consultancy. 11/4/2014 Telecom CEM World Congress 2014 - Orange - @christopherufin 13
  14. 14. 11/4/2014 Telecom CEM World Congress 2014 - Orange - @christopherufin 14
  15. 15. AGILITY: THE GOAL IS NOT TO DELIVER FASTER BUT RESPOND TO CHANGE 11/4/2014 Telecom CEM World Congress 2014 - Orange - @christopherufin 15
  16. 16. Embrace change “Just figure a way to release a new version of your software everyday, without breaking everything” 11/4/2014 Telecom CEM World Congress 2014 - Orange - @christopherufin 16
  17. 17. Start with a MVP Adapted from Guilhem Bertholet http://www.guilhembertholet.com/blog/2014/01/16/7-facons-de-tester-son-idee-de-startup-avec-un-minimum-viable-product-mvp/ 11/4/2014 Telecom CEM World Congress 2014 - Orange - @christopherufin 17 iterate concept MVP complete product
  18. 18. 35 000 customers involved in product co-creation 11/4/2014 Telecom CEM World Congress 2014 - Orange - @christopherufin 18
  19. 19. “If I had asked people what they wanted, they would have said faster horses.” Henry Ford 11/4/2014 Telecom CEM World Congress 2014 - Orange - @christopherufin 19
  20. 20. Listen & respond 11/4/2014 Telecom CEM World Congress 2014 - Orange - @christopherufin 20
  21. 21. A game of Ecosystems picture: http://www.visionmobile.com/blog/2013/05/a-game-of-ecosystems-measuring-ecosystem-performance/ 11/4/2014 Telecom CEM World Congress 2014 - Orange - @christopherufin 21
  22. 22. 11/4/2014 Telecom CEM World Congress 2014 - Orange - @christopherufin 22
  23. 23. 11/4/2014 Telecom CEM World Congress 2014 - Orange - @christopherufin 23
  24. 24. Cloud API - example 11/4/2014 Telecom CEM World Congress 2014 - Orange - @christopherufin 24
  25. 25. Takeaways  Embrace the new customer paradigm  Invest in co-creation  Listen & respond  Leverage open innovation  Let’s work on this together! 11/4/2014 Telecom CEM World Congress 2014 - Orange - @christopherufin 25
  26. 26. thanks @christopherufin Telecom CEM World Congress – Leverage Customer Experience Management to Innovate Better 11/4/2014 Telecom CEM World Congress 2014 - Orange - @christopherufin 26

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