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

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Presentation overview

Tele fonica

01. Millennial oVerVieW

02. reSearch analYSiS

03. cUSToMer JoUrneY

ToUch-PoinTS

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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

18-34ageS

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 PaTTernSTriPS Taken laST 12 MonThS

SPain PerU

1.83

0.663.5925-34 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

1ST1ST

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 areADVERTISINg | ONLINE PRESENCE | SOCIAL MEDIA | wEBSITE

SOCIAL CAUSES TRENDINg TOPICS

MULTI SCREEN CONSUMPTION

SOCIAL MEDIA CAMPAIgNS

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bUYing

SPeak Their langUageIN-STORE

a differenTial in STore eXPerience

Themed concept (museum, meet up, recharge)

Staff knowledge

Stock up marketing collateral

ParTner SaleS WiTh Millennial hoTSPoTSSchools & universitiesConsistency in appearance and communication

Strategic locations & improve visibility

a differenTial online eXPerienceCustomisable plans

More competitive offers

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bUYing

SPeak Their langUagewEBSITE

oPTiMiSe SiTe UX

Less clicks (ideally 3 clicks)

diVerSiTY of offerSDIY Plans

a differenTial online eXPerienceCustomisable plansMore competitive offers

Transparency in offerDiscounts for online to encourage

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bUYing

SPeak Their langUageCALL CENTRE

oPTiMiSe call-in UXMinimise filter answering machinesReduce call waiting timeEnforce 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 needSwEBSITE | APP | PRODUCT

Solid foUndaTionSFail proof core productsReal 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 inTeracTionCALL 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 daTeSCALL 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 e a M a - 1F 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