This document summarizes Stephen Essien's presentation on integrating customer experience management (CEM) into new business models and differentiation strategies. It discusses assessing the impact of new business strategies on operator relations with customers. It explains that new business ideas should create value for and entice payments from customers. It also discusses adapting the CEM strategy to different customer segments based on their status, spend, and influence. Finally, it outlines benefits of CEM like increased customer loyalty, reduced marketing and churn costs, and improved brand metrics and revenue.

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2. Integrating CEM
into New Business
models and
Differentiation
Strategies
Stephen Essien
Head, Customer and User Exp.
Vodafone Ghana

3. Stephen Essien
2000
Marketing Executive
2003
Call Centre Manager
2005
Trade Marketing Manager
2007
Call Centre – Senior Manager
2008
Call Centre - Head
2010
Vendor Management - Head
2013
Customer and User Experience - Head
2014
Only God Knows where I will be
2013 Customer Experience Forum I Product and Service Excellence
2

4. Assessing the impact of new
business strategies on the
Operators relations with its
Customers

5. Why New Business Idea or Strategy?
Create Value for
Customers
Entice Payments or
Purchase
Customer Purchase
Convert Payments to
Profits

6. A traditional purchase funnel:
1. Awareness
2. Familiarity
3. Consideration
4. Purchase
5. Loyalty
2013 Customer Experience Forum I Product and Service Excellence
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7. The new purchase cycle: Funnel is gone!
Consumers add or subtract
brands as they evaluate what
they want.
The customer decision journey
The consumer considers
an initial set of brands,
based on
brand perceptions and
exposure to recent touch
points.
2013 Customer Experience Forum I Product and Service Excellence
Ultimately, the consumer
selects a brand at the
moment of purchase.
After purchasing a product or
service, the customer builds
expectations based on experience
to inform the next decision journey

8. Customer Journey
Explore
Buy in
Start-Up
Get
Support
Use
Renew, or
Leave
Customer Experience Management
Information
Available
Affordable and
Negotiable
Product Driven Approach
Simplified StartUp
Customer Driven Approach
High Churn
Impact of Customer
Experience
Ease of use and
Transparency
High Acquisition Budget
Reliable Support
Good Experience
Customer Centric Approach
Less Profitable
Good ROI Loyal Customers Market Share Competitive Advantage
2013 Customer Experience Forum I Product and Service Excellence

9. Customer Choice.
I buy Experience not just a product
My main concern is after Sales Service
I will only come back if I am treated right
8

10. Understanding the role of
CEM in an operator’s brand
perception

11. Brand Perceptions KPIs
• Top Of Mind Awareness
• Brand Preference
• Depth of Awareness
• Consideration
• Net Promoter Score
2013 Customer Experience Forum I Product and Service Excellence
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12. Great network and care, good value tariffs are the key loyalty
drivers.
14%
14%
14%
Have great network coverage
Offer really good value tariffs
Have great network quality
9%
Have great customer Experience
8%
8%
Always make sure that I am on the right tariff for me
Help me when things go wrong
7%
6%
Be a brand that I can trust
Value me as a customer
4%
4%
Appreciate me for my custom
Treat existing customers in the same way as new customers
3%
3%
3%
2%
Have a wide range of handsets to choose from
Have the latest handsets available
Have a loyalty programme
Recognise me personally as an individual
Have additional products and services relevant to me
Have the best range of additional services
*Source: Loyalty research, Incite, survey Aug’13.
2013 Customer Experience Forum I Product and Service Excellence
1%
1%
11

13. Great network and care, good value tariffs are the key loyalty
drivers.
Have great network coverage
Offer really good value tariffs
Have great network quality
Have great customer Experience
Always make sure that I am on the right tariff for me
Help me when things go wrong
Be a brand that I can trust
Value me as a customer
Appreciate me for my custom
Treat existing customers in the same way as new customers
*Source: Loyalty research, Incite, survey Aug’13.
2013 Customer Experience Forum I Product and Service Excellence
Customer
Experience
Management
12

14. Adapting the CEM Strategy
to different Customer
Segment

15. Customer Segmentation
Status
Who the customer is in the society
Spend
How Much Customer Spends on your Company
influence
How many more Customer can we get on board through
Customer
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16. Do not give so little to
your high Spenders
Do not give so more to
your little Spenders
Right Strategy
for the
Right Segment
15

17. Strategic Approach on Customer Segmentation
Approach
MVC
LVC
People
Component
HVC
P1 to Retail Shop
Acct Managers
P1 to Retail Shop
-
Technology
P1 to Call Centre
90:10 SL
Able to leave a Msg
P1 to Call Centre
80:20 SL
Access to the IVR
70:30 SL
Tag as VVIP on Issues
Instant resolution
Tag as VIP
Call Back within 4 Hours
Normal resolution time
Offer a Plus to all you get
Offer a Plus to all you get
Product Testing
Special Events Tickets
Very Personalised
Product Testing
Special Events Tickets
Very Personalised
Process
Competition
Community/Environment
2013 Customer Experience Forum I Product and Service Excellence
Only Enjoy NCP
Usual Consumer

18. Customer Experience Elements
People
Community
/Environment
Competiti
on
Technology
Process
2013 Customer Experience Forum I Product and Service Excellence

20. 5 Benefits of Customer Experience Management
Customer Loyalty
More systematic approach
Reduce Marketing Cost
Less on Acquisition
Increased Brand KPIs
TOMA
NPS
Brand Preference
ETC
2013 Customer Experience Forum I Product and Service Excellence
Reduce Churn
Customer Stay with you
Customer becomes
advocates
Increase Revenue
Better Share of Telecom
Wallet
Improvement of ARPU

22. Integrating CEM
into New
Business models
and
Differentiation
Strategies
21
2013 Customer Experience Forum I Product and Service Excellence

23. 2013 Customer Experience Forum I Product and Service Excellence

24. Thank you