Driving value through the customer experience

Driving value through the customer experience

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Wireless companies face increasing competition, commoditization and a generation of consumers that associate wireless value with price. As an industry we cannot continue to invest and encourage innovation under this degree of price and commercial pressure. We must reverse the trend and win back customers’ loyalty based not on price, but service and brand value.

Customer experience offers wireless organizations the chance to do this; to build sustainable value-driven relationships by better managing how customers interact with products and services.

This webinar brought to you by WDS and telecoms.com will address the following:

  • - Understanding the true nature of customer experience.
  • - Using customer experience to control profitability.
  • - Making business strategy and customer experience inseparable.
  • - Why legacy practices are destroying the customer experience.
  • - A blueprint for customer experience success.

Tags; Archive, Customer experience, telecoms.com, WDS
Q&A
  • sophie February 21, 2012 at 4:11 pm

    Thank you all for your questions.
    You can follow up with WDS direct by emailing your questions to tim.deluca.smith@wds.co
    This Q&A is now closed.

  • Petar February 21, 2012 at 4:00 pm

    For a typical telecom operator, can you list few arreas that can be improved without significant investments that would most likely considerably improve CX?

    • David Ffoulkes-Jones
      David Ffoulkes-Jones February 21, 2012 at 4:03 pm

      Petar – to deliver a truly transformational CX you need to first understand your customer journey. How do your customers interact with your brand as they buy, explore services, look for support etc? You have to run this process first to then understand where the gaps are. Is the journey consistent with what you have promised the customer and have you done enough to retain them. Personally I think one of the best areas for investment is in the retail experience – it’s here that customer expectations are set. You need to ensure products are correctly matched, and that the customer is comfortable using new services and (in some cases) complex smartphone devices. If you don’t get this right you risk added support costs and (at worst) returns.

  • Petar February 21, 2012 at 3:52 pm

    In your experience, how important is transparent pricing model & billing in the overall CX?

    • David Ffoulkes-Jones
      David Ffoulkes-Jones February 21, 2012 at 3:58 pm

      I think it’s a basic hygiene factor for operators today. For many pricing is still something of a black art – bundled tariffs have made it even worse. I welcome the day when its standard to buy a single plan that can be shared across all of my mobile devices in my home. Some are trying this – but it’s far from perfect. That would be a real USP

  • Adrian Fowler February 21, 2012 at 3:46 pm

    Very good presentation and would appreciate a copy of the slides. Going off to look at the white paper now. Thanks.

    • David Ffoulkes-Jones
      David Ffoulkes-Jones February 21, 2012 at 3:53 pm

      Thanks Adrian – if you have any further questions pls don’t hesitate to get in touch

  • matehortua February 21, 2012 at 3:43 pm

    Thanks for the valuable information, I´ve downloaded the whitepaper and is consistent with the brilliant presentation you made. Thanks

  • Luay February 21, 2012 at 3:38 pm

    thanks for the webinar, do you have a mobile example of an operator that has done what you have described as fully controling the Customer Experience is a Successful way both in terms of the Customer Experience and sustaining revenues?

    • David Ffoulkes-Jones
      David Ffoulkes-Jones February 21, 2012 at 3:43 pm

      Yes – but it’s not an easy task. Many operators still view CX as a siloed activity that should be run my marketing or customer care – rather than something embedded across the customer lifecycle. We are currently working with a Tier One carrier in the US to implement a holistic CX solution that better controls how end users buy, discover services and interact with the brand’s products. Measuring the success of such projects has to be about the profitability of the end-user rather than departmental quick-wins. Some carriers are obviously more advanced than others – but they are getting there!

  • Gus Collins February 21, 2012 at 3:36 pm

    I would also be interested in receiving a copy of the slides.

  • Fred February 21, 2012 at 3:36 pm

    How does an operator innovate in the customer experience – creating a new experience for the customer which will delight them?

    • David Ffoulkes-Jones
      David Ffoulkes-Jones February 21, 2012 at 3:46 pm

      It’s not so much about ‘innovating’ in CX as it is about using CX to support the wider business strategy. You have to come at this from the top down. As an operator – what is my point of differentiation? Why do customers choose me and why do they stay? You must then build a CX that supports these points of difference. If I’m an operator solely focused on low-cost then it’s going to be hard to deliver an experience outside of cost that’s strong enough to retain customers once a competitive offer undercuts me. However, if I have a strategy built on a truly unique characteristic I must make sure that everything (from the retail experience, thhrough unboxing and continued support) lives up to this promise.

  • artur February 21, 2012 at 3:35 pm

    thanks for nice presentation; can you pls send a copy aprendi@amc.al

  • Brendan Dunphy February 21, 2012 at 3:35 pm

    To your knowledge, have any operators succesfully implemented CLV?

    • David Ffoulkes-Jones
      David Ffoulkes-Jones February 21, 2012 at 3:48 pm

      Yes – many use CLV, however it’s largely a metric found within marketing departments to segment different demographics / tarriffs. However, I believe it has a much wider application as it helps to focus attention on long term value and not short term (2yr) profitability models.

      • Brendan Dunphy February 21, 2012 at 3:50 pm

        That fits my experience.I have worked with organisations trying to apply it beyond Marketing but it is a struggle.

  • antonionashden February 21, 2012 at 3:14 pm

    how to obtain a copy of the slides?

  • Sergio February 21, 2012 at 3:06 pm

    I have just joined the webinar. Will you share the the presentation after the event?

    • David Ffoulkes-Jones
      David Ffoulkes-Jones February 21, 2012 at 3:35 pm

      Yes – I’ll make sure we get a copy of the slides to you later today.

  • Jim Dev February 21, 2012 at 11:53 am

    Can a mobile operator ever control the entire customer experience when he’s become so reliant on a wider ecosystem of partners and over the top service providers?

    • David Ffoulkes-Jones
      David Ffoulkes-Jones February 21, 2012 at 3:38 pm

      It’s getting harder. The operator’s control of the customer lifecycle has been diluted by 3rd parties – some of them are in his control, others aren’t. The operator must be aware of how these 3rd parties impact the end user’s perception of his brand – for example how a 3rd party app is performing on his device / his network. Mapping the customer journey will allow the operator to better consider these external factors and – where possible – try and influence them.

      • Tjut February 21, 2012 at 3:48 pm

        since value of CX has importance role for corporate strategy, does CX should also driving brand strategy… so it will create the “brand promises” to customer?

        • David Ffoulkes-Jones
          David Ffoulkes-Jones February 21, 2012 at 3:51 pm

          absolutely right! An operator builds a brand promise to attract and retain customers. It has to live up to this – and use CX as a way to control how subscribers interact with its products and services in a way that’s in-line with that brand promise. If I’m an operator that promotes a best in class service at a premium service, I need to make sure that my touchpoints (retail, care etc) live up to that value.