Andreas Graf iz VIPa je govorio o digitalnom controllingu i koliko je važan za poslovanje celokupne kompanije.

1. Tuesday, May 19, 2015
Controller Kao Biznis Partner

2. Touchpoint Net Promoter Score
Measure and Act
Upon Insights

4. B2B
MB
B
PoPPrP
WHAT MAKES OUR CUSTOMERS RECOMMEND?

5. B2B
MB
B
PoPPrP
TNPS – HOW DOES IT WORK?
online
calltoCS
shopvisit
SMS TNPS survey
Web pop up
TNPS survey
Invitation
Dear customer, thank
you for contacting VIP
TP. Your experience is
important to us, so
please give us your
answers to 2 short
questions that will follow.
.
1.TNPS Question
Based on your last
experience with our TP how
likely is it that you would
recommend Vip to friends
and family?
Reply to this message with
grade from 0 to 10
(0 – isn‘t likely, 10 – is very
likely).
This SMS is free of charge.
2.Verbatim Question
Thank you.
Could you please
specify reasons for
giving us that grade?
Answer with free text.
Each comment you
have is valuable to us.

6. B2B
MB
B
PoPPrP
WHAT WILL WE DO WITH NEGATIVE TNPS FEEDBACK?
Customer
Feedback
0 to 3
&
CHURN ALERT
triggers
CALL BACK FROM CS
TNPS AGENT INVESTIGATES
THE CASE
FORWARDS TO 2ND LEVEL
ADDITIONAL SUPPORT IF
NEEDED
Billing
Business System
Support
Network Operations
Collection
Fraud
Radio Network
Planning
After investigating
TNPS AGENTS
CALL TO:
1. INFORM
2. APOLOGISE
3. RESOLVE
After 2nd level
feedback
TNPS AGENTS
CALL TO:
1. INFORM
2. APOLOGISE
3. RESOLVE
TNPS RESURVEY
Closed loop
success KPI

7. B2B
MB
B
PoPPrP
WHAT WILL WE DO WITH OVERALL TNPS FEEDBACK?
Complete
Customer
Feedback
0 to 10
&
VERBATIM ANALYSED
TNPS RESURVEY
Closed loop
success KPI
REAL-TIME TRACKING
ROOT CAUSE ANALYSIS
FAST REACTION
DRIVING CHANGES BASED ON
CUSTOMER FEEDBACK

8. Customer comes first!
> Example: Touchpoint Net Promotore Score in vip mobile
> Underlying Hypothesis: Promoters are spending more, are more loyal, are
giving “free” acquisition support and provide you with open and useful
feedback on how to improve.
> That only if the measurement is part of a “net promoter system”, getting
behind the assessment and closing the loop through improvement
(customer experience management) and following up
> All of that as an intro into the controlling challenge of getting into “Big Data”
Tuesday, May 19, 2015 Vip mobile d.o.o.Page 8

9. What is happening in our environment?
> Germany: Industry 4.0
> Serbia: Industry 2.0  we have got to get a lot more digital first!
> Social media  Serbia on top of the world
> We are in a great position to prepare Controlling for a data driven working
environment / we can build up skills as we grow into digitalisation
Tuesday, May 19, 2015 Vip mobile d.o.o.Page 9
Industry 4.0 – initiative of the german government to promote computerisation of the manufacturing industry

10. What are the driving forces behind / what is the transition requirement?
> Volume  huge volumes of data
> Velocity  high speed for processing
> Variety  huge variety of sources
> Value  what is the value of the new information?
> Extending our insights from:
> What happened  Why did it happen to
> Whats happening now  what will happen
Tuesday, May 19, 2015 Vip mobile d.o.o.Page 10
3 Vs - “3D Data Management: Controlling Data Volume, Velocity, and Variety.”February 2001 Doug Laney
Horvath&Partner – introducing Value to the 3 Vs

11. Industry examples
> (Disruption is a big lever to success, but not a prerequisite)
> Netflix (2014 data)
> 2.200 employees, 5,5 bn US$ revenues, 226 m US$ net income
> 1/3 of employees working on the recommendations engine
> Netflix prize to challenge their own excellence, e.g. moving into contextual
recommendations, and insources via own production leveraging know
how
> with instant availability, viewing habits are: you switch if you don’t like it
> Uber (in Serbia?)
> Business model eliminates overhead and time lost in transaction
> “Surge pricing” as one of their assets, applying demand based pricing
Tuesday, May 19, 2015 Vip mobile d.o.o.Page 11

12. Challenge and Roles for Finance / Controlling
> Controlling should drive the introduction / implementation and the use of vast
information (in case your business is not run by Travis Kalanick and likes
and is lagging behind)
> Controlling should be on top of changing the focus from “what happened and
why” to “what will happen if we repeat / change / skip” forward to “we need to
push this channel, this product, this constellation in this context”
> That does not mean to take over the business decision, but that means to
push leaving the standard and learned patterns of the business practise
> Especially when a lot of data is already available, it is a strategic topic to
drive discussion at the decidion level how to leverage it best
Tuesday, May 19, 2015 Vip mobile d.o.o.Page 12

13. Required skills for a digital controller*
> Personality: high analytical skills
> Way of work: self-motivated, independent, solution-driven
> Social competency: communicative, teamworker, cross-functionally oriented
> Management skills: ability to organise (less management functions
demanded)
> Task-related:
> Strategy: development of analytical frame for the operation
> Analytics: customer focussed
> Reporting: less dashboards but recommendations and conclusions
> other: interfacing teams, quality assurance
Tuesday, May 19, 2015 Vip mobile d.o.o.Page 13
CFO aktuell, May 2015, Claudia Brauer, page 121folloging

14. To return to vip mobiles Touchpoint Net Promoter Score
> We will soon see the correlation between the promoters / the
consumption / the possible conversion rate after following up on
distractors (which adds to the brand and employees net promoter score)
> As a telco, we are fortunate that a lot of information is available, however
we know that we are not yet making the most out of it / we are still
building up more capabilities
> Especially when it comes to content and (contextual) behaviour there is a
lot to learn about customers, that then needs to be leveraged with real
time interaction / action with our customers
> As Finance representatives, we need to be a catalyst that controllers are
on top of what is available / and what is possible, to ask the right
questions and to know what is not yet exploited, try and accept errors.
Tuesday, May 19, 2015 Vip mobile d.o.o.Page 14

15. Thank you

16. Q & A