One of the biggest challenge facing telco industries today. Savvy consumers in a highly competitive market means companies have to compete beyond just pricing to gain an edge. We researched and consulted for Telefonica's key markets to design and improve customer experience and satisfaction. Created as part of a master's programme in Market Research & Consumer Behaviour

1. P R E S E N T E D B Y
T E A M A - 1
D I F F E R E N T I A L
C U S T O M E R
E X P E R I E N C E F O R
M I L L E N N I A L S
T e l e f o n i c a
i n t e g r a t e d c h a l l e n g e
Bianca Tavares, Busola Akin-Olawore, Chen Yang Lim,
Malak El Halabi, Marija Maksimovic

2. T E A M A - 1
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Presentation
Overview
Telefonica
01. MILLENNIAL OVERVIEW
02. RESEARCH ANALYSIS
03. CUSTOMER JOURNEY
TOUCH-POINTS

3. T E L E F O N I C AT E A M A - 1
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MILLENNIAL OVERVIEW
http://www.pewresearch.org/fact-tank/2016/04/25/millennials-overtake-baby-boomers/
9.8 million
9.3 million
18-34
AGES
Available market
PROFILE
19 million
Single (66%)
UNIVERSITY
EDUCATION (60%)
DECISION
MAKER in
TELCO (44%)

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They may be malleable and
eager to experiment today,
they are choosing the brands
they will be loyal to for the
rest of their lives.
True value of Millennial consumers
This generation is young, well informed, and they
have money to spend because they are not yet
bogged down by mortgages or children
Advertising Age

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RESEARCH ANALYSIS
MILLENNIALS EXPECT CUSTOMISATION AND
DIGITAL PAYMENTS FROM THEIR PROVIDER
PLAN PERSONALISATION
ACCOUNT MANAGEMENT
ONLINE PAYMENT
SPANISH
BRAND
Quality of service
AFFORDABility
PRODUCT OFFERS
LANGUAGE &
COMMUNICATION
QUALITY OF CALLSFAMILY
AFFORDABILITY
BRAND
FRIENDS
DECISION DRIVER SATISFACTION DRIVER
SATISFACTION DRIVER
EXPECTATIONS
DECISION DRIVER
Loyalty & rewards
PROGRAMME
Plan PERSONALISATION
ONLINE PAYMENT
PERUVIANS
EXPECTATIONS

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RESEARCH ANALYSIS
DATA CONSUMPTION TRUMPS TRADITIONAL
CALLS AND SMS
80%
Data
20%
Calls
& SMS
52%
Data
48%
Calls
& SMS
SPANISH PERUVIANS

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RESEARCH ANALYSIS
OPPOSITE TRAVEL PATTERNS
TRIPS TAKEN LAST 12 months
SPAIN PERU
1.83
0.66
3.5925-34 25-34
18-24 18-24
1.89
LOCAL SIM ROAMINGMOVISTAR CLAROOLDER YOUNGER
FREQUENT TRAVELLER FREQUENT TRAVELLER

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RESEARCH ANALYSIS
CALL CENTRES ARE KEY DRIVERS
OF CUSTOMER EXPERIENCE
WEBSITESTORETELEPHONE
PURCHASE
Tech support
Billing
Info
Billing
Info
Purchase
Complaints
Complaints
Tech support
Info
Billing

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A typical business
only hears
from 4% of its
dissatisfied
customers.
News of bad customer service
reaches more than twice as many ears
“Understanding Customers” by Ruby Newell-Legner
White House Office of Consumer Affairs

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RESEARCH ANALYSIS
Brand Satisfaction • Spain
KEY FACTORS
1st
1st
2nd
3rd
2nd
ORANGE SIMYO
YOIGO
VODAFONE
Brand Familiarity
Quality of Service
Family
Product Offers
3rd

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RESEARCH ANALYSIS
Brand Satisfaction • PERU
KEY FACTORS
1st
2nd
ENTEL
CLARO
Family
Brand Familiarity
Quality of Service
Friends
3rd

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RESEARCH ANALYSIS
Consistency Across Channels is Vital
87% of customers think brands need
to put more effort into providing a
seamless experience.
? ?
?
?
?
CALL
CENTRE
CALL
CENTRE
LIVE CHAT LIVE CHATEmail Email
In-store In-store

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CUSTOMER
JOURNEY
TOUCHPOINTS
Explore
Advertising | online
presence | social media
| website
Buy
Store | website | call
centre
Use
Website | APP | PRODUCT
Support
Call centre | social
media | store
Renewal
Call centre | social
media | store

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Explore
BE WHERE THE CUSTOMERS ARE
Advertising | online presence | social media | website
Social causes TRENDING TOPICS
MULTI SCREEN
CONSUMPTION
Social MEDIA CAMPAIGNS

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BUYING
SPEAK THEIR LANGUAGE
In-store
A differential in store experience
Themed concept (museum, meet up, recharge)
Staff knowledge
Stock up marketing collateral
Partner sales with millennial hotspots
Schools & universitiesConsistency in appearance and communication
Strategic locations & improve visibility
A differential online experience
Customisable plans
More competitive offers

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BUYING
SPEAK THEIR LANGUAGE
Website
Optimise site UX
Less clicks (ideally 3 clicks)
Diversity of offers
DIY Plans
A differential online experience
Customisable plans
More competitive offers
Transparency in offer
Discounts for online to encourage

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BUYING
SPEAK THEIR LANGUAGE
CALL CENTRE
Optimise call-in UX
Minimise filter answering machines
Reduce call waiting time
Enforce call-back feature
A differential online experience
Consistent between agents
Be personal
Adapt language to consumer
Offer a follow up

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USE
Adapt to their needs
Website | APP | PRODUCT
SOLID FOUNDATIONS
Fail proof core products
Real time account management
Flexibility and reliability with plans
Billing transparency and saving recommendations
Customisable Plan
Competitive roaming options
Promote with trending topics
Reconnect through better offers

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Support
humanise interaction
Call centre | social media | store
BE present YOUR CUSTOMERS ARE active
Respond to any comments and questions
Timing is key to satisfaction
Minimise reply templates
CALL CENTREs are top of mind
Have an actual person on the phone
Reduce waiting time drastically
Encourage human follow up (not machine)
Centralise support tickets (online to offline)

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RENEWAL
50 first dates
Call centre | social media | store
KINDNESS BEFORE PRODUCT
Actively improve customer plans
Reward loyalty and spending (esp. Peru)
Manage the relationship
Communicate with agility (Once a month)
Appreciate their loyalty (50% never been thanked)
Provide unexpected experience

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T EA M A - 1
F O R
R E S E A R C H A N D P R E S E N T A T I O N P R E P A R E D B Y
Bianca, Busola, Chen Yang, Malak, Marija