Mastering the Digital Evolution to Reshape your Customer Experience - PHILIP JOSEPH
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Mastering the Digital Evolution to
Reshape your Customer Experience
PHILIP JOSEPH
Chief Officer - Customer Experience & Service Operations
13th November 2018
© 2018 TM Forum | 1
About Myanmar : Demographics at a glance
POPULATION ECONOMY GDP growth 2018 forecast
Million (2018) GDP (2018)
54 68 92
6.9%
16 7
MMK Bn 68,213
Myanmar Thailand Vietnam Cambodia Laos
GDP per capita (2018)
$ 1,338
AGE DISTRIBUTION
Myanmar $ 6,992
Children (0-14) (15-24) (25-35) (35-54) (55-64) 65+ $ 2,546
LAND AREA
676,590 Sq.km $ 1,499
$ 2,706
27% 18% 25% 16% 8% 6%
LITERACY RATES
Urban: 36.8%
Young Nation :
Males
Rural: 63.2% 95.2% 70% Population
Females below 35 Years
91.2%
| © 2018 TM Forum | 2
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Myanmar: Some Interesting Facts
15 States and Regions, 330
Townships
90%+ Literacy Rate
130+ Ethnic Groups, 8 different
recognized languages
Borders 1/3rd of World’s
population
4x size of Bangladesh with
1/4th of It’s population
World’s Most Generous
country – World Giving Index
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VIDEO
© 2018 TM Forum | 4
Reminder | Growing disconnect between
what customers want and what telcos offer
Gap between telco and digital players continues to grow
The customer has
changed Customer satisfaction index evolution by industry
(#, indexed)
Ranking of industries
Telecom Digital Other by CS
2.0 DIGITAL
CONSUMER
The products have GOODS
1.5
changed MEDICAL
1.0 BANKS
UTILITIES
0.5
TELECOMS
The engagement
model has changed
0.0
1980s
1980s 2000s
2000s 2020s
2020s
Source: America customer satisfaction index, Delta Partners analysis © 2018 TM Forum | 5
Reality | Consumer expectations around
services they use are evolving
“Any service interaction
Digital Sales at retail takes a
“The traditional broadcast significant investment
messaging doesn’t work” of time”
Community Support Online Order and Delivery
“Usually when I Simple Product “It is difficult to track what I have used
“Merely
have an issue, I and what I have left, I am not in
responding on
copy the error control”
social media
message into
does not make
Google and I read
the Telco more
what people are
digital”
saying” “Current Telco Plans, and how they
are presented are confusing”
Typical digital segments pain points © 2018 TM Forum | 6
Why |Does the Digital age require a new approach ? *Source : Nielsen/Delta Partners Analysis © 2018 TM Forum | 7
Future | Proactive, integrated and omni –
present
Today I want to … Tomorrow
Traditional Telco 1 Proactive,
customer support … provide 100% online support interactions integrated,
omni-present
customer support
2
… have a mobile app centered customer support
Social
environment interactions
3
... provide support at the right time and in the right Empowered
place customer
Traditional call
centre 4
Self-help &
… have a 360o view of the customer participation
5 Segmented
&
Face-to-face … significantly reduce my customer support Opex personalised
interaction in retail
© 2018 TM Forum | 8
Delivering on Customer Experience means end –
end transformation of entire customer journey
Digital Enablement
1 2 3
Value
proposition
PRODUCTS SALES CARE
Most innovative, value for Online, personalized, contextual Proactive, integrated and
money and flexible digital and automated seamless
products
4
Real-time insights from big data can be used internally and
Enablers ADVANCED ANALYTICS
monetized externally
5
Flexible and Agile, effortless infrastructures delivering the
TECHNOLOGY ENABLMENT best quality and experience at the lowest cost
6
DIGITAL CULTURE & SKILLS Innovation and customer centricity at the core
© 2018 TM Forum | 9
Transformation |starts with the Customer
© 2018 TM Forum | 10The Digital transformation starts by “overhauling”
the Customer Experience
1 2
Deliver a truly
Define your Omni Channel
Digital Ambition Experience
3 4
Coherent Redesign the
Customer operating
Propositions model
© 2018 TM Forum | 11Our Digital Journey started as early as in 2016
2016 2017 2018
Facebook Facebook Viber
Wall Messenger
Ooredoo Next
My Ooredoo App (AI)
Ooredoo
Live Chat
Website Voice of
Live Chat Customer (VOCE)
Digital/Social
Days
| ©| 2018 TM Forum | 12Exciting Consumer Propositions to create a
coherent and attractive portfolio to drive the
appetite for Digital
FIFA 2018 Build your own Bye Bye !
Live Stream plans USSD codes
Leverage on Accelerate Disproportional
My Ooredoo App Digitization Focus on CEX
© 2018 TM Forum | 13We are innovating the space with “Digital Happiness”
replacing traditional CSAT Surveys….
Score 5 = Wow
Score 4 = Love
Score 3 = Ha Ha
(Neutral)
Score 2 = Sad
Score 1Leverage
= Angry Disproportional
on My Ooredoo App Focus on CEX
© 2018 TM Forum | 14Digital Influencers is one of the hottest
trends in social media today..
Boost Fan Engagements |Boost Positive Sentiments
Grow Ooredoo Fans | Build Digital Happiness
| ©| 2018 TM Forum | 15We moved away from traditional replies on
social to engage with our customers
differently ..
© 2018 TM Forum | 16We are ready with our “Digital Superheroes”.…
10,000 68,000
Interactions Likes
© 2018 TM Forum | 17Our digital care interactions has surpassed
our traditional contacts
2016 2018
Calls - 75%
Digital - 75%
Digital - 25%
Calls - 25%
Facebook Website Messenger My Ooredoo
Facebook Viber
Wall Live Chat App Chat
Aug-16
Dec-16
Aug-17
Dec-17
Sep-16
Jan-17
Mar-17
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Jul-16
May-17
Jul-17
Oct-16
Feb-17
Jun-17
Nov-16
Oct-17
Nov-17
Apr-17
Calls Social
| | 18“Best Social Media Strategy ” in 2017 and 2018
reaffirms our efforts to become a reference point
in South East Asia
Leverage Accelerate Disproportional
on My Ooredoo App Digitization Focus on CEX
© 2018 TM Forum | 19How will humanity prevail in the face of rapid
and all encompassing technological change …
Leverage Accelerate Disproportional
on My Ooredoo App Digitization Focus on CEX
© 2018 TM Forum | 20Thank You
philathejoe
© 2018 TM Forum | 21You can also read
