Delivering the extended frictionless customer experience

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Delivering the extended frictionless customer experience

  1. 1. This document is offered compliments of BSP Media Group. www.bspmediagroup.com All rights reserved.
  2. 2. Growing New Way www.huawei.com Delivering the Extended Frictionless Customer Experience HUAWEI TECHNOLOGIES CO., LTD.
  3. 3. Customer Experience, Defined The ACTIVE and collective ENGAGEMENTs with CUSTOMERS across all TOUCH-POINTS and channels Persona Journey Touchpoints HUAWEI TECHNOLOGIES CO., LTD. Page 2 Information Customer Experience Ecosystems
  4. 4. Contents Why Customer Experience is Important Challenges, Success Factors and Opportunities Huawei’s Customer Experience
  5. 5. Data Text MMS RBT (rings/wallpaper) Voice Contents Evolution of Industry 3G Social Media VoIP mRadio Chat Smart Phones Smart Devices Digital Contents & Services Social Business HUAWEI TECHNOLOGIES CO., LTD. MBB, 4G LTE Converged Services M2M MultiChannels Streaming & Sharing Page 4
  6. 6. Customer Awareness & Expectations Context Reliability Need Interest Relevance Speed & Control HUAWEI TECHNOLOGIES CO., LTD. Trust Value Page 5
  7. 7. Customer Experience has become a Differentiating Retention and Value Creation Strategy. It is estimated that as less as 5% enhancement in the retention, leads to 75% increase in profit “Do what you do so well across industries. that Customer(s) want (Bain &Co) Growth due to customer loyalty is a to see it again and far more effective and sustainable bring their friends.” driver of profit. 1 in 5 five people would switch to another provider after a poor experience . This costs over $60 Billion every year. HUAWEI TECHNOLOGIES CO., LTD. Page 6
  8. 8. Contents Why Customer Experience is Important Challenges, Success Factors and Opportunities Huawei’s Customer Experience HUAWEI TECHNOLOGIES CO., LTD. Page 7
  9. 9. Challenges Facing Customer Experience Data Integration Cross-Organization Adoption HUAWEI TECHNOLOGIES CO., LTD. System Adaptability & Agility End-to-End Control Page 8
  10. 10. Customer Experience Success Factors Strategic Direction CxO Support Top Management Support Unified Master Maturity Level Relevance Accuracy Profound Understanding Cross Organization Governance HUAWEI TECHNOLOGIES CO., LTD. Security & Privacy Segmentation & Tagging Customer Key Capabilities Data Management Vendor Support Personalized 11 Engagements KPIs Program Management Industry Standards Managed Services Skills & Technology Page 9 Process Awareness Agile Systems
  11. 11. Success Factors – Product & Service Attributes Convenience Risk HUAWEI TECHNOLOGIES CO., LTD. Productivity Enhancement Simplicity Cool & Status Environment Friendly Page 10
  12. 12. Success Factors – Measurement Metrics Network centric KPI Service centric Customer centric NPS KQI CEI NPS – Net Promoter Score CEI (Journey experience ) CEI – Customer Experience Index KQI – Key Quality Indicator Touch point 1 experience KPI – Key Performance Indicator From TMF GB923 Wireless Service Measurement HUAWEI TECHNOLOGIES CO., LTD. Page 11 … Touch point N experience Survey Results
  13. 13. Opportunities • Turning Campaigns into Engagements with Targeting & Contextual Relevancy • Expanding Reach by Harnessing the power of Social Channels • Proactive Customer Management through Actionable Business Intelligence HUAWEI TECHNOLOGIES CO., LTD. Page 12
  14. 14. The Extended Experience – Targetting Comprehensive data source integration Profound understanding User Tag/Segmentation Customer Basic Data CDR, Billing Data James Accurate Promotion MONDEO Coupon Internet Analysis Subscription Data Customer Service Data • Male, 37 years old, lawyer • Yearly income USD 10-15K • Behavior/preference: news, sports, car, consumer electronics, stock, house sale… Mobile Newspaper for Car & Stock Internet Access Data Sales Call Industry Preference Network Signal Data Customer Tag Potential Car Buyer, frequent Call-center caller, High consumption user for new services… Social Networks Cell Analysis HUAWEI TECHNOLOGIES CO., LTD. Page 13
  15. 15. The Extended Experience – Churn Prevention Comprehensive data source integration Profound understanding Offering High Churn Potential Customer Basic Data CDR, Billing Data  Internet Analysis Subscription Data Customer Service Data Internet Access Data Industry Preference Network Signal Data Social Networks Cell Analysis HUAWEI TECHNOLOGIES CO., LTD. Churn Prevention Campaign Bill • Male, 31 years old, Computer Programmer • Yearly income: USD 8-10K • Behavior/preference Tags: Customer Value •Mid-value Movement Trajectory • Work and life balance • Roaming occasionally Life •Online Game •Online Chat •SNS Customer status during last 3-month • • • • Service Usage Very Low Normal’ Inactivity No Top-up Non-Response to Offer Page 14 Dear Bill: Thank you for choosing us. You get 50% bonus if you top up $50 by a week. Coupon of football ticket MMS Football Ticket Coupon 50% off Recommendation of online game
  16. 16. The Extended Experience – Customer Management Comprehensive data source integration Profound understanding Customer Basic Data CDR, Billing Data Collect Monitor Verify Confirm Contact Internet Analysis Subscription Data Service Anomalies Customer Service Data Internet Access Data Resolve Industry Preference Network Signal Data Social Networks Cell Analysis HUAWEI TECHNOLOGIES CO., LTD. Page 15
  17. 17. Contents Why Customer Experience is Important Challenges, Success Factors and Opportunities Huawei’s Customer Experience HUAWEI TECHNOLOGIES CO., LTD. Page 16
  18. 18. Huawei Services & Solutions Huawei has a breadth of services and solutions that tackle various areas of the Customer Experience Management UCV HUAWEI TECHNOLOGIES CO., LTD. VGS iSOP Social CRM Page 17 NGBSS
  19. 19. Huawei Services & Solutions Huawei Customer Experience Consultancy practice helps Service Providers assess, optimize and transform their Customer Experience Discover Create Awareness HUAWEI TECHNOLOGIES CO., LTD. Optimize Transform Foster Effectiveness Generate Value Page 18
  20. 20. Huawei SmartCare ® CEM Offering Vision, Strategy, Governance Network Operation Consulting Service & Application (Maturity, Journey) End-User Customer Experience Consulting Consulting Assurance Management Customer Experience Assurance Improvement • Lifecycle Experience Assurance • Marketing Campaign Support • Loyalty Management Service Quality Management • Per Service Per User • Platform + Organization + Process + Criteria Service Quality Improvement Network Performance Management • Multi-Technology • Multi-Vendor Network Performance Improvement HUAWEI TECHNOLOGIES CO., LTD. 17 27 Page 19 Measureable KQI & Benchmark Ranking Improvement 6 • Measurable KPI Improvement • Geo-Location 33
  21. 21. Closure • Customer Experience Excellence is a Moving Target • Huawei has gone the extra mile in enabling Service Providers reinvent their Customer Experience • Feel free to arrange a one-on-one meeting for a further and in-depth discussion HUAWEI TECHNOLOGIES CO., LTD. Page 20
  22. 22. Thank you! www.huawei.com Copyright©2013 Huawei Technologies Co., Ltd. All Rights Reserved. The information contained in this document is for reference purpose only, and is subject to change or withdrawal according to specific customer requirements and conditions.

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