Building a seamless customerexperience across channelsSteve Toth, Sales DirectorOmni-channel Marketing Conference27 February 2013 amaysim Services Ltd.. Level 6, 17-19 Bridge St Sydney, NSW 2000 Australia
Building a seamless customer experience Strictly Confidential.1. amaysim roots2. CEO’s brief3. Our market4. Guiding principles5. Bricks & Click6. Knowing your customer7. Parting thoughts
amaysim rootsThe Low Cost Mobile Model Strictly Confidential. Off-line 1. SIM-Only Introduced to 2. Online Only Model 3. Simple, low rates – no lock in contract 4. best in class service 30% + Market Share 40% + New Subscriber Share 90% + Customer Satisfaction3 Strictly Confidential
CEO’s BriefAugust 2010 :- 12 weeks to launch Strictly Confidential.1. Develop retail strategy2. Build logistics & remuneration model3. Get 5 national retail brands4. Launch 1 November By the Way……….1. You cannot say who we are.2. We do not have a product to show yet.3. We have not worked out the price. Good Luck Steve!
Telco Landscape Australia is home to a population of dissatisfied, high value customers… Strictly Confidential. High price levels, high ARPUs (Australia is home to some of the world’s highest usage & ARPU) 22.6m people and growing… + 30mil mobile subscribers Complex tariff structures 131% penetration 700+ complex mobile offers (Network operators dominate with complex High ARPU of $51 (Germany $26, UK $40*) offers and high prices) + Confused and dissatisfied customers (frustrated and highly dissatisfied with current offers) + Source: ABS 2009, Wireless Intelligence 2009, Roy Morgan 2009, IBISWorld 2009, Tariff Consultancy 2008 * AUS blended ARPU, UK and DE are Vodafone ARPU Highly competitive and commoditised industry* Source: The Clever Stuff Market Research 6
Purchase Paththe challenges for e-commerce only:- Omni-Channel at work Strictly Confidential.
Brand DNAHow our communications platform works together with our company vision and values Strictly Confidential. STRATEGIC PLATFORM A force for good in a dirty business BRAND IDEA amaysim (amazing) stories Great value & Premium BRAND Simplicity PROOF savings quality & POINTS service To be the telecommunications brand that VISION Australians love most VALUES Agile, simple, reliable, empathetic
Applied Strategy Strictly Confidential. Optimise the customer Involve the customer Focus on the right based to build Customer Set-up on their needs stickiness MONITORING INFRASTRUCTURE COMMUNICATIONS11
Products, People Love12 Strictly Confidential.
Target Audienceamaysim is targeting selected segments with its products Strictly Confidential. • amaysim UNLIMITED: 20-49 yr, young families, SINKS & DINKS, value seekers, med-to-high mobile usage. • amaysim AS YOU GO: current base 40-69 yr mature adults with restricted budget, low mobile usage. • amaysim MOBILE BROADBAND: 20-49 yr, mass-market but tech influencers should be covered.14
Net Promoter ScoreWOM is the Key Strictly Confidential.
Bricks & Clicks Strictly Confidential.Challenge How; − Does online business with no stores become Omni-channel player − Do you get bricks and mortar to support and embrace online.Solution 1. Remove fear of online cannibalisation and competition 2. Promote bricks and mortar option to customers 3. Share online revenue
Omni-Channel On and Offline Distribution Strictly Confidential.
New generation distribution setup. Strictly Confidential. State of the art captive web channel efficiently provides customer info, sales funnel, top up and activation portal. Low cost, high quality retail channel partnerships create mainstream distribution reach whilst keeping costs down. Nation wide top-up availability ensures customer convenience whilst pushing drive-to-web conversion.22 Strictly Confidential
Brand and Company Personalityamaysim personality Strictly Confidential. Flexible None of these 45% Innovative Old fashioned 40% Human 35% 30% Inspirational Friendly 25% 20% Arrogant 15% Efficient Telstra 10% 5% Optus Dull/boring 0% Clever Vodafone Virgin Bureaucratic Empathetic amaysim Leader, not a follower Reliable Confusing Amazing Makes a lot of mistakes Witty Honest/has integrity23
amaysim is clearly differentiated and in a good position to grow the brand Strictly Confidential. Makes a lot of mistakes Vodafone None of these Virgin Human Confusing Witty Flexible Dull/boring Empathetic Arrogant Clever Friendly Old fashioned Optus Innovative Telstra amaysim Honest/has integrity Bureaucratic Inspirational Efficient Leader, not a follower Amazing ReliableQ29. Please indicate which of the following words you feel best describe the following brands? Source: MediaCom Pulse – n=400
Parting thoughts 1. Start with the product 2. Clear Communication 3. Know your customer. (Research) 4. True Omni-Channel (broad distribution)25 Strictly Confidential.