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Convergencia 2011 E Griffa Rev A
The document discusses two important dimensions for mobile broadband services: 1) The level of integration of a "factory" or operations, ranging from high to low integration. 2) The level of customer centricity of an organization and its product portfolio, ranging from high to low centricity. These two dimensions can be used to categorize approaches to transformation in the industry as front runners with high integration and centricity, selective transformers, or integration skeptics with low levels of both.
Convergencia 2011 E Griffa Rev A
- 1. PANEL: Hacia lamasificación de los servicios de banda ancha móvil dos dimensiones importantes By eduardo griffa CU PRincipal & Lead transformation consultant
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- 3. Agenda INDUSTRY CHALLENGES HOW MUCH INTEGRATED IS YOUR FACTORY ? HOW IS IT REALLY LIKE TO BE YOUR CUSTOMER ? CONCLUSSIONS Public | © Ericsson AB 2011 | 2011-01-25 | Page 3
- 4. Cost efficiency isnot the only challenge What are the key drivers What does business of satisfaction of my innovation mean? What are my customers ? customers’ pain points ? Where do you Is the network a prioritize differentiator ? business innovation? How to use the technology as an enabler of cost How efficient are my reduction in business operations ? How do I processes ? benchmark ? Do I need to invest to save ? Do I have to reduce Costs first and then increase the revenues ? Driving down cost is important - Do I have to Optimize or do but far from enough I have to develop (enable) new things ? Public | © Ericsson AB 2011 | 2011-01-25 | Page 4
- 5. Two important dimensions High Level of integration of "factory" Med. Low Low Middle High Level of customer centricity of organization and product portfolio Public | © Ericsson AB 2011 | 2011-01-25 | Page 5
- 6. Traffic and revenuedecoupled… Traffic Revenue & Traffic De-Coupled Revenues Voice Dominant Mobile Broadband Dominant Time Source: Light Reading Public | © Ericsson AB 2011 | 2011-01-25 | Page 6
- 7. adjusting the image… Traffic Cost/GB Time Source: Light Reading Public | © Ericsson AB 2011 | 2011-01-25 | Page 7
- 8. Customer experience intelecom trailing other industries Indexed customer satisfaction 100 90 84 84 83 83 82 80 79 76 75 75 74 74 74 74 72 71 70 69 64 60 0 Automot. Credit ElectronicsInternet Express Life Super Banks Hotels Utilities Internet Motion Postal Fixed tel. Cable Wireless Airlines Unions search Delivery Insurance markets News Pictures Service service TV tel. service engines Note: maximum rating is 100 Source: ACSI 2009 Public | © Ericsson AB 2011 | 2011-01-25 | Page 8
- 9. SIX KEY driversof customer experience CUSTOMER EXPERIENCE RELATIVE SATISFACTION DRIVERS WEIGHT1 It is easy to join us 1 Purchase process › ~50 2 Service installation › Dealing with us is a pleasure 3 Response to an enquiry › ~50 4 Problems (e.g. “I cannot access internet") › 5 Invoice (e.g. “The amount is different than in the › ~70 agreement") Recognition - we value our loyal customers 6 Agreement prolongation (e.g. “I have worse › ~60 contractual terms than new customers") Note: Share of respondents mentioning as top three pain-point or satisfaction driver Source: BCG Public | © Ericsson AB 2011 | 2011-01-25 | Page 9 Source: BCG
- 10. Agenda INDUSTRY CHALLENGES HOW MUCH INTEGRATED IS YOUR FACTORY ? HOW IS IT REALLY LIKE TO BE YOUR CUSTOMER ? CONCLUSSIONS Public | © Ericsson AB 2011 | 2011-01-25 | Page 10
- 11. What is your Transformationapproach? 1 Front High runners Level of integration of "factory" 2 Selective transformers Med. 3 Integration skeptics Low Low Middle High Level of customer centricity of organization and product portfolio Public | © Ericsson AB 2011 | 2011-01-25 | Page 11
- 12. Public | ©Ericsson AB 2011 | 2011-01-25 | Page 12