Value based approach to improve customer experience


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CSPs have graduated from providing basic voice and telephony services to offering a host of entertainment and other value added services. The industry is grappling with high customer churn rates and needs to focus on an improved customer experience framework.

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Value based approach to improve customer experience

  1. 1. A Customer Experience Improvement Framework A Value Based Approach to Improve Customer Experience for Communication Service Providers1 © 2012 WIPRO LTD | WWW.WIPRO.COM
  2. 2. HIGHLIGHTS Communication Service Providers CSPs have graduated from providing basic voice and telephony services to offering a host of entertainment and other value added services. The industry is grappling with high customer churn rates and needs to focus on an improved customer experience framework. • Explore customer experience imperative in greater detail • Evaluate the challenges of defining, measuring, and improving customer experience • Assess and prioritize customer experience improvement initiatives2 © 2012 WIPRO LTD | WWW.WIPRO.COM
  3. 3. Telco Industry Challenges in the Digital World Declining Core Revenue Data Monetization Gap Stream • Surge in data traffic has not translated • Competitive and regulatory pressures to an equivalent growth in revenues ultra-low cost and free voice services for CSPs. It is expected to outpace have commoditized CSPs revenue growth 3 by a factor of 9 between 2012 and 2016. Challenges Falling Value Perception Rapidly Changing Consumer • Telecom companies continue to score Preferences poorly in customer value perception. • CSPs’ legacy networks, systems and Consumers regard them only as bit- processes have not kept pace with pipe providers. rapidly changing customer preferences for new services.3 © 2012 WIPRO LTD | WWW.WIPRO.COM
  4. 4. Customer Experience Imperative for CSPs A survey by TM Forum, • CX needs to be a cornerstone of indicates that customer CSP’s business strategy. experience (CX) is one of the top 3 priorities for transformation programs for telecom • Focusing on CX can enable CSPs companies. to respond more effectively to customer requirements, build Another survey by Ovum, customer loyalty, and create a indicates that improving stronger value perception. customer experience (CX) and satisfaction is at the top of the 5 • CX improvement can generate list of priorities for CSPs across sustainable competitive all geographies differentiation, improving prospects for long term profitability.4 © 2012 WIPRO LTD | WWW.WIPRO.COM
  5. 5. Challenges in Building CX Improvement Programs Defining Customer Experience CX improvement should be an enterprise-wide initiative closely aligned to a service provider’s Define business goals . Measuring Customer Experience CX should be measured across all touch points Measure including behavioral data scattered in the online world including social networks. Improve Improving Customer Experience Identification and Prioritization of CX that will have the greatest impact on customer experience5 © 2012 WIPRO LTD | WWW.WIPRO.COM
  6. 6. Dimensions of Customer Experience in Telecom The right offer through the right channel Marketing Delighting customers and Sales with billing transparency Billing, Customer Perception Charging & Support is key Cost Customer Experience Services must meet or exceed brand Product and Brand Service Pivotal to staying expectations Portfolio competitive6 © 2012 WIPRO LTD | WWW.WIPRO.COM
  7. 7. Three Phase CX Improvement Framework Blueprinting Customize Assessment Framework per Mapping process flows, KPIs and Operator Context dimensions Value Analysis Assessing and prioritizing CXM initiatives CX Impact Calculation of Initiatives based on customer experience impact Realization Implementing prioritized initiatives with IT Initiatives for CX Improvement special emphasis on user journeys7 © 2012 WIPRO LTD | WWW.WIPRO.COM
  8. 8. Conclusion • Superior CX is the key to winning customer loyalty and competitive differentiation. • Initiatives undertaken to improve customer experience needs to be multi-dimensional. • To ensure that customer experience improvement initiatives are closely tied to business objectives, telecom • Companies should adopt a unified framework to document CX impact of the initiatives. • CX impact in conjunction with the financial business case, will provide a single window to evaluate and prioritize initiatives.8 © 2012 WIPRO LTD | WWW.WIPRO.COM
  9. 9. For more details please visit the link below: center/A_Value_Based_Approach_to_Improve_Customer_E xperience.pdf9 © 2012 WIPRO LTD | WWW.WIPRO.COM
  10. 10. About Wipro Council for Industry Research Wipro set up the Council for Industry Research, comprised of domain and technology experts from the organization, to address the needs of customers. It specifically surveys innovative strategies that will help customers gain competitive advantage in the market. The Council, in collaboration with leading academic institutions and industry bodies, studies market trends to help equip organizations with insights to facilitate their IT and business strategies. For more information on the Research Council visit or mail wipro.insights@wipro.com10 © 2012 WIPRO LTD | WWW.WIPRO.COM
  11. 11. About Wipro Technologies Wipro Technologies, the global IT business of Wipro Limited (NYSE:WIT) is a leading Information Technology, Consulting and Outsourcing company, that delivers solutions to enable its clients do business better. Wipro Technologies delivers winning business outcomes through its deep industry experience and a 360 degree view of “Business through Technology” – helping clients create successful and adaptive businesses. A company recognised globally for its comprehensive portfolio of services, a practitioner’s approach to delivering innovation and an organization wide commitment to sustainability, Wipro Technologies has over 135,000 employees and clients across 54 countries. For more information, please visit www.wipro.com11 © 2012 WIPRO LTD | WWW.WIPRO.COM
  12. 12. Thank You ©Wipro Limited, 2012. All rights reserved. For more information visit No part of this document may be reproduced in whole or in part without the written permission of the authors. Wipro is not liable for any business outcome based on the views presented in this document. For specific implementation clients should take advise from their client engagement manager.12 © 2012 WIPRO LTD | WWW.WIPRO.COM