Customer Experience Management Congress London – January 2016How Mobistar is moving from a sales-centric to a service centric retail modelDirector Retail Transformation @jan_heyens – jan heyens

• 150 shops same concept• 100 agent operated – 50 owned • 10m² – 120 m² but average 55m²• Average staff 2.7 FTE• Mobile + smartphones +

accessories

The

starting

point

My 5 objectivesof shop refit

Cheaper, more efficient shops

From Agent to Franchising

Timing & FTE

• -15 shops but bigger• FTE optimized• revenues• indoor coverage• maintenance• New IT infrastructure

• Same cash register • New contract with

SLA

• 4 shops/week• 10 FTE + contractors

Better IT example : cable patching

Shop rationalization example : Antwerp from 3 to 2 shops

M*center Meir 90m²

M*center Keyserlei 37m²

M*center Meir 37m²

7

Before

But bigger store than before

After

“Jan,I know you can do it and remember the

quote…”

“The Antwerp store sure changed the way I looked at things”

DigitalCustomer experience

Cheaper, more efficient shops

From Agent to Franchising

Timing & FTE

Customer experience

The (digital) shop The staff Handset service

Customer experience

What did we change inside the shop ?

Clearer signage on the walls : Before

Clearer signage on the walls : After

Clearer signage on the islands : Before

Clearer signage on the islands : After

Meeting the customer

before after

Nespresso & handset memory copy/paste & loan phones

21

New shop segmentationCharacteristi

cs3 Concept

Stores150 old concept M*center

135 @MobistarNew concept

Size 240m² 55m³ (average) 60m²Sales

Staffing 8 2 à 3 3

Accessories 500 200 250

Live Handsets

Yes & 5 extra high

endNo 14 + 6 tablets

B2B expert point Yes In 7 shops In 40 shops

Repair desk Yes No In 5 shopsCustomer

care Yes No NoDigital shop Yes No Yes

What did we change with shop staff ?

I feel welcomeAs a client, how do I feel about how I was welcomed in @Mobistar, personalized, caring, “I feel very much welcome”

I explore I discover @Mobistar, at ease, I test digital components, I discover smartphones I can test live, I receive help from a sales advisor while I’m walking around in the shop

I feel uniqueI feel unique, the sales advisor discovers my specific needs in my unique situation. The questions are targeted according to my situation/needs and my wishes

I buy / I joinI’m satisfied by my purchase, the solution offered is tailor-made according to my expectations. There is an added value for me.

I feel caredI feel cuddled up, the advisor is taking care of me, explains and is preparing me regarding my purchase, the advisor gives me details on the aftersales services, the “Finishing Touch”

I enjoyI’m delighted! Enthusiastic while stepping out of @Mobistar. I’d advise to go to Mobistar: Unimpaired service and purchase! Level of satisfaction better than anything!

What did we change through Digital?

Pricing is digital

Digital Signage outside

Digital Signage inside

Click & reserve

Handset selection is like in a webshop and top handsets are live devices

29

Lessons learned

39

45

5250

44

4953

48

52

59 60 59

5558

56

61 61 61

54

64

30

40

50

60

70

80

Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15

Handset Buyer Linear (Handset Buyer)

NPS handset buyers Product stable so WHAT changed ?

Digital experience ?

Nespresso machines ?

Nespresso machine

Or the champagne ?

New staff ?

Customer incentives ?

The shop The staff Handset service

NPS drivers

70% 20%10%

It was the staff !

The shop The staff Handset service

70% 20%10%

Attitude Waiting time Competence

40% 10% 20%

What do Detractors talk about ?

LESSON 1 :

“70% of what a shopper remembers when he leaves your

shop is what feeling the sales person gave him”

Exceptions confirm the rule

LESSON 2 :

“70% of shop digital experience investments fail or have longer

ROI. How do you know it will work ? :

Listen/observe the customer”

Self serviceHigh frequency visits

Self serviceAsia / UK / US

20X

Aided serviceBelgium

QueuingHigh frequency visits/shopping malls or ..

BeaconsBig shops

<

LESSON 3 :

“NPS scores are a start but Mystery shopping and verbatims

make it actionable”

LESSON 4 :

“Sales & care will stay a delicate balance but company culture is

key ingredient”

Sales 60%

Info/Care 40%

< 2010

Sales 35%

Info/Care/Omnichannel

65%

Now

Sales 25%

Info/Care/ Omnichannel

75%

2020

Shop’s role at “old” telco

Sales acts 20%

NPS 10%

Fix salary 70%Fix salary

Mobistar > 2013

Leading shoes retail chain

with super NPS

Sales acts 35%

Fix salary 65%

Mobistar < 2013

X-mas periodAverage Slow period

Sales acts 20%

NPS 10%

Fix salary 70%

Sales acts

NPS

Fix salary

Sales acts

NPS

Fix salary

CONCLUSION : Shift from sales to CE

1.Staff = Nr 1 asset

2.Digital in the shop < omnichannel

3.Remunerated NPS + verbatims + mystery shopping + hiring criteria :

°culture change