This document profiles Oleg Koss, an engineer and MBA with 10 years of experience in telecommunications who is currently the CX team leader at Kyivstar, the leading mobile operator in Ukraine. It provides details on Kyivstar's market position and key metrics like its 26 million mobile customers and monthly churn of around 2%. The remainder of the document outlines Oleg's approach to fixing poor customer experiences, which involves preparation, forming a cross-functional team, introducing the problem, diverging and converging on insights and solutions, prototyping, piloting, and measuring key performance indicators.

2. © Kyivstar, 2016 | 2
Me – Oleg Koss
• Engineer in telecommunications & MBA
• 10 years of telecom experience
• Worked in Sales, Marketing and New
product development
• Fixed & mobile operators, leaders and
challengers
• СX team leader in Kyivstar since Dec 2014
• I love people

3. © Kyivstar, 2016 | 3
Kyivstar
• Market leader (subs, revenue, NPS)
• Part of VimpelCom group
• 26M mobile and 0,8M fixed customers
• 90% prepaid
• ARPU mobile ~$1,8USD
• NPS mobile 29%
• Monthly churn ~2%

4. Fix poor experience
Customer centricity
New product launch
Key journeys re-design

5. This is ambiguous process!

6. • Visit frontline
• Interview stakeholders
• Collect the team
Preparation

7. • Cross-functional
• Different levels
• Good listeners
• Can speak up
• Facilitator(!)
The team

8. Place

9. • Voice of business? – businesses!
• Voice of customer?
• What is the problem?
• Why-why-why-why-why?
• What is known and what is not?
• How does it work now?
• Frames?
Introduce the problem

10. Diverge - converge

11. • Facts
• Hypothesis
• Questions
• Benchmarks
• Paradox (!)
• Plan of research
My beloved problem

12. • …observe!
• Usual and unusual(!)
• Analogies
• Surprises
• Life stories
• What does not exist
Looking for inspiration

14. Map the journey:
• Main steps
• Barriers
• Emotions
Now when I know...

16. • Tap the inspiration source
• Brainstorm – build on ideas
• Quantity matters
• Do not mind limits; remember the limits
• Choose the best
• Shape them
• Throw away the rest
Diverge - Converge

17. • NO perfection!
– Customer journey
– Storyboards
– Sketches
– Dialogues
Prototype

20. Pass to implementation

21. • CSI, CES, NPS
• Take-up rate, %
• Retention rate, %
• Re-migration rate, %
• % of digital transaction
K P I

22. Introduction
1-4 weeks
Research
2-8 weeks
Prototyping
1-6 weeks
Pilots
1-6 weeks
Each stage is crucial!