Customer Experience Management

Transcripción

1 Customer Experience Management Aprovechando el valor de la información del usuario final

2 Qué es Customer Experience Management CEM? Por qué Gestionar CEM? Cómo gestionar CEM? Por qué Nokia Siemens Networks?

3 La experiencia del servicio o servicio de la experiencia? 3 Nokia Siemens Networks Document classification

4 La experiencia del servicio o servicio de la experiencia? 4 Nokia Siemens Networks Document classification

5 La experiencia del servicio o servicio de la experiencia? 5 Nokia Siemens Networks Document classification

6 Customer Experience en nuestro mercado La posibilidad de acceder a servicios de comunicación que cada vez se consideran obligatorios La facilidad y simplicidad de uso La disponibilidad del servicio La falta de cualquier tipo de inconveniente Todavía los clientes compran los servicios Pero lo que el cliente llama servicio es un concepto cada vez más amplio Servicio y experiencia ya no son tan fácil de diferenciar 6 Nokia Siemens Networks Document classification

7 El servicio, y la experiencia no son definiciones técnicas y estáticas: Cada cliente tiene su idea de servicio Es necesario conocer nuestro clientes para darle los servicios para los cuales están dispuesto a pagar Es poco probable conocer las necesidades de cada individuo con exactitud, pero podemos conocer las necesidades de grupos y clientes corporativos, a la hora de definir una segmentación cercana a la realidad 7 Nokia Siemens Networks Document classification

8 Qué es Customer Experience Management CEM? Por qué Gestionar CEM? Cómo gestionar CEM? Por qué Nokia Siemens Networks?

9 To change the document information in the footer, press [Alt + F8] and use the Nokia_Siemens_Networks_ _Change_Document_Information macro. The experience gap 80% de los operadiores creen que entregan una experiencia. Solo el 8% de los usuarios finales perciben que su operador entrega una experiencia superior 80% experiencia superior 8% Source: Bain & Co. 9 Nokia Siemens Networks 2011 G 211 G 175 G 16 G 255 B 255 B 122 G 166 B 173 G 234 B 51

10 To change the document information in the footer, press [Alt + F8] and use the Nokia_Siemens_Networks_ _Change_Document_Information macro. El cliente sigue siendo el activo más importante 40% of customers who suffer through bad experiences stop doing business with the offending company 50% of customers across industry think many of the companies they interact with don t understand or care about them Source: Harvard Business Review, September 2009 Communication service providers could increase the lifetime value of a subscriber up to 50% if they would persuade the subscriber to stay on for only another year Source: Yankee Group To remain relevant as value-added service providers in today s digital world, CSPs must capitalize on real-time intelligence and customer insight. Source: Yankee Group, February Nokia Siemens Networks 2011 G 211 G 175 G 16 G 255 B 255 B 122 G 166 B 173 G 234 B 51

11 Quality of Service vs. Customer Experience Quality of Service Difference Wind Chill Factor Perceived Measured Customer Experience Perceived quality significantly differs from measured quality 11 Nokia Siemens Networks Document classification

12 Quality of Service vs. Customer Experience Quality of Service Difference Wind Chill Factor Perceived Measured Customer Experience Perceived quality significantly differs from measured quality 12 Nokia Siemens Networks Document classification

13 To change the document information in the footer, press [Alt + F8] and use the Nokia_Siemens_Networks_ _Change_Document_Information macro. CONOCER es el primer paso para satisfacer al cliente. Crear CONOCIMIENTO DEL CLIENTE Combinar, interpretar, enriquecer la información Usar todos los datos ya disponibles Capturar nuevos tipos de información 13 Nokia Siemens Networks 2011 G 211 G 175 G 16 G 255 B 255 B 122 G 166 B 173 G 234 B 51

14 Qué es Customer Experience Management CEM? Por qué gestionar CEM? Cómo gestionar CEM? Por qué Nokia Siemens Networks?

15 Real Actions & Process to / elapsed time actions Enhancement boost business Understanding Actionable Insights where the real value is Information One view of customers data Services & innovation Marketing & sales Business intelligence applications Reports, dashboards, analysis & query, segmentation, profiling Basic analytics including metadata Network planning & optimization Operation & maintenance Real-time & historical data collection, consolidation and exposure Customer care Data Customer data coming from many sources Real-time & long term data storage and consolidation Billing, charging, subscription, service usage, devices, CRM, Spread out data Customers 15 Nokia Siemens Networks Document classification

16 Insight & Experience Framework Architecture Campaign Optimization and Automation Churn Prediction Experience Optimization Customer Care Automation E2E Device Management Targeted Ad Support Professional Services Roaming Analysis and Optimization Insight Reporting Analyzing the facts Quality of Service & Mobile Broadband Optimization Predictive Modeling looking into the future Insight Generation Data Collection Fraud Management Real Time Action acting now Partners Subscriber Data Network Data Device Data Service& Apps Data Charging & Billing Data Survey data Other data 16 Nokia Siemens Networks Document classification

17 Customer Insight Use Cases 17 Nokia Siemens Networks Document classification

18 El valor de la información Ej. Cuantos usuarios tengo por cada modelo de telefono, y cuantos MB bajan? 18 Nokia Siemens Networks Document classification

19 El valor de la información 19 Nokia Siemens Networks Document classification

20 El valor de la información 20 Nokia Siemens Networks Document classification

21 El valor de la información 21 Nokia Siemens Networks Document classification

22 Qué es Customer Experience Management CEM? Por qué Gestionar CEM? Cómo gestionar CEM? Por qué Nokia Siemens Networks?

23 Nokia Siemens Networks: Enabling the communications experience transformation 1 Real-time, end-to-end insight activates business processes Subscriber Service 2 Business processes drive the customer experience Holistic Automated Customer perception Network Personalized Proactive Device Usage Real-Time 3 Unified capabilities enable best-practice insight and processes Flexible service enablement Real-time customer view Convergent service control Cloud-based services Network and service management Unified charging, billing and care 23 Nokia Siemens Networks Document classification

24 North-East 41 customers North America 25 customers West-South Europe 75 customers Middle-East 25 customers Greater China 40 customers Japan 1 customer India 10 customers Latin America 26 customers Africa 15 customers Global presence worldwide 283 customers in 100 countries with our advanced solutions Asia - Pacific 25 customers 24 Nokia Siemens Networks Document classification

25 Customer experience matters Making it special. When it matters the most.. Video on you Tube: 25 Nokia Siemens Networks Document classification

26 Thank you! Cristiano Plini Visit: 26 Nokia Siemens Networks Document classification

27 Comptel s Approach to Customer Experience Management Diego Becker, Vice President, Latin America and Caribbean 4th November 2011 Comptel Corporation 2011 Public 1

28 Is your business like reacting to the past? Comptel Corporation 2011 Public 2

29 Opportunity in Profitable Data Exploitation Understand your customers more Exploit data for business actions CSPs barely tapped the potential Comptel Corporation 2011 Public 3

30 Today s Reality for Customer Experience Management CEM is about everything and it depends on who you ask Backoffice Data Enterprise Internal Automation CRM Customer Actions External Management Network Customers Quality Network Comptel Corporation 2011 Public 4

31 Case 10M Subs: What if You Could? What if you reduced churn by 2%? What if you could upsell 2 per month to 10% of your customers? 30 25m EBITDA 10m 0 25% Churn 23% 0,0 $ ARPU upsell,2 $ Increase your EBITDA by 50 M per annum Comptel Corporation 2011 Public 5

32 Comptel s Customer-centric Approach Network events Comptel CEM Automation of Real-time Actions for Retention, Loyalty and Upsell Notifications Personalized offers External Triggers Business Support Systems Service activations Comptel Corporation 2011 Public 6