operators and service providers` customer service experience a btcl perspective
TRANSCRIPT
Operators and Service Providers` Customer Service Experience
A BTCL perspective
• Customer Service Experience
• Customer Experience Management
• Customer Experience Management Ecosystem
• Case Study : BTCL Contact Centre
2
Agenda
Market Insight• Do you have a holistic view of your customers ? • Which of the following aspects do you think
should be included in the “telco” definition of customer experience?
Source : Blog by Erin Harrison on April 17, http://blog.tmcnet.com/next-generation-communications/2012/04/telecom-operators-need-to-improve-leadership-customer-experience-management.html,Survey results conducted by European Communications,
Customer Service Experience
Variables to consider :
QoS
People
Sales Management
QoEProcess Technology
Enable efficient operations
Security
Network QualityAlignment to Strategy
Customer Care
Contact Centre
Quality of Staff
Order Handling and inquiry
Retail Stores
Social Media Management
Workflow Management
Loyalty Programmes
Workflow Management
Customer Lifecycle Management Billing Systems
Quality of Products
Devices supported
Data Quality
Business Intelligence & Analytics
Customer Experience Management
Awareness Consideration Purchase Retention Advocacy
Stag
esCh
anne
lsre
spon
sibi
lity
RadioTV
Contact CentreStores
DealersTechnicians
StoreDealers
EmailDirect Mailers
ReviewsBlog
PromotionsSocial Network
Newspaper reviews
Marketing PR
SalesWholesale
SalesCustomer Care
Wholesale
SalesCustomer Care
WholesaleTechnology
SalesCustomer Care
WholesaleTechnology
Des
ired
Beha
vior
s Awareness of Unique Value Proposition
See BTCL as credible providerRequest engagement
Request salesMake purchase
Cross sellCancel services
Customer satisfaction and
referrals
Customer Experience Management Ecosystem
Technology
• Understand Organizational Strategy
• Engaged Employees• Tools of Trade• Competent & Skilled
• Customer Centric• Supporting Customer
Service Strategy • Efficient
• Reliable• Relevant• Futuristic• Products & Services
People
Processes
HPC, EOS, Policy Reviews
Documentation, OLA`s, Champions, re-
engineering
3G/4G Roll Out, Network Optimization, Conversion to IP
Network, Converged Billing System,
FMC Structure deployment
Case Study : BTCL Contact Centre
85
50
60
70
Sept 13 Sept 15Time
Cust
omer
Sati
sfac
tion
Inde
x (%
)
People Process Technology• Understand Vision• Engaged• Motivated
• Process Optimization• Clear & Precise• Continuous re-engineering• Continuous education
• Higher capacity network implemented
• Better processing capacity PCs
Contact Centre Refurbishment
Staff engagementRewards and recognitionNew uniform deployedRevised pay structure
8
Thank You