CA- Presentation Ali Raza Arif

8/6/2019 CA- Presentation Ali Raza Arif

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Total Customer Experience(TCE) Model


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Telenor Pakistan

TP acquired a GSM license in 2004 and began commercialoperations on March 15, 2005.

At the end of May 2010 it had a reported subscriber baseof 23.65 million, and a market share of 24% making it

the country's second largest mobile operator.

Vision: We're here to help

Core Values:

Make it Easy

Keep Promises

Be Inspiring

Be Respectful


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Sales and Service Center Hierarchy

S&SC

Central 2

Central 1

South

Karachi6 Walk-inCenters

Hyderabad

Sukkur

Quetta

North


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S&SC Team Hierarchy

S&SC

PlanningTeam

QualityAssurance

Systems &Processes

CRM

Execution


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Conventional Approaches of CustomerService At Telenor Pakistan

Currently, at TP, customer service approaches fall intoone of two categories.

Knowledge-Based solutions: At TP, they are designed tointerpret customer requests that are often based on

easily searchable and intuitively structured database bycalling 555 from the Telenor line

Transaction-based solutions: These allow customers tomake modifications to their plans and also enables real-time interaction b/w customer and operator. Its done by

logging in the customer to his/her personal details.


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The downsides of conventionalapproaches

Knowledge-based solution

They push customers away from direct interaction

They work poorly if all customers asking the same questionexpect/require different result.

They have minimal customization since customertransactions here are not tracked

They must be regularly maintained for accuracy


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Transaction-based solutions

They do not allow alignment of customer processes withbusiness objectives

Insufficient integration between various customerinteraction channels and back-office systems.


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Fish-Bone Analysis


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Resulting Issues

How do I integrate disconnected channels to speedcustomer problem -resolution?

Who are my most vulnerable customers

How do I reduce cost without reducing the quality of mycustomer-support

How much knowledge and intelligence to reduce averagecall time

How can we leverage information on customer usage,

segmentation and call behavior to drive incrementalrevenue


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Recommendations

Collecting current, sufficient and accurate data

Ensuring information/content is up to date and effective

Integrating front end and back end systems

Providing customer features that enable control,customization and ease of use

Ensuring flexibility for offering new services andpromotions via efficient customer-satisfaction model


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Build a Quantifiable TotalCustomer Experience Model

There is no single department or function that can claimtotal ownership of the entire customer experience.

With a TCE (total customer experience) model, companiesare able to visualize how to deliver and manage an

integrated and consistent experience for customersacross the matrix of multiple touch-points and channels.


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Assess the Important Levels ofTouch-Points and Channels

The importance levels of each touch-point / channel indriving customer retention and customer referrals areidentified

Not all customers are created equal.

Treating all your customers equally implies that you arenot optimizing the resources you allocate amongcustomers.

Similarly, not all touch-points and channels are equallyimportant. Some are more important in driving

satisfaction, some are important in reflecting branddifferentiation, some are important in driving customerretention or referrals


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Optimize Total CustomerExperience by Target Objectives

Target objectives need to be defined properly

Touch points responsible for helping achieve the targetsshould be identified

Only by focusing here, can a mobile network operator likeTP manage and optimize the total customer experienceby target objectives

Example, driving retention and referral could be thetargets.

Relevant touch points could be identified for theirexecution


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THANK YOU

CA- Presentation Ali Raza Arif

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