Transforming the MTN customer experience
Tim Deluca-Smith, Vice President, WDS, A Xerox Company
Tim is responsible for developing and executing the marketing strategy for
WDS. He’s passionate about helping clients better engage with their customers.
Eddie Moyce, Chief Customer Experience Management Officer, MTN
Eddie's role is to ensure that the operator provides best-in-class service for all
subscribers; leveraging human resources and technologies to achieve this aim.
a customer case study with
Transforming the MTN customer experience
…how we increased satisfaction, protected the
loyalty of high-value customers and improved the
customer service experience in just six months.
+35pp
+21pp
-11pp
Percentage
Point Change
a customer case study with
Africa’s fastest growing market
a customer case study with
New opportunities, new customer
service challenges
High Value Prepaid
High Value Postpaid
26% of calls escalated
9% of calls escalated
12% asked to call back
10% asked to call back
16% of call-time spent on hold
2% of calls referred to OEM
a customer case study with
Low satisfaction
18% of calls referred to OEM
From network, to brand assets
•
•
As the mobile operator community struggles to differentiate on its tangible assets, it’s turning to its
brand and customer experience assets.
The role of the contact center is changing; from cost center to customer experience “guardian”.
Old World: Operational efficiency comes at the expense of a
great customer experience.
New World: Operational efficiency comes as a result of a great
customer experience.
a customer case study with
From network, to brand assets
•
Satisfaction with customer support is highly influential on the customer’s overall brand perception and
intent to repurchase. Delivering a poor support experience is one of the worst things a mobile brand can
do.
Where you satisfied with your support experience?
-50
Brand NPS
a customer case study with
+61
Brand NPS
64% of customers highly satisfied
with their support experience
were also highly satisfied with
their operator’s overall brand
Don’t underestimate the value
of a great support experience
Impact on support interactions
(volume) on repurchase
100%
90%
40
80%
30
20
29
70%
50%
10
9
0
-10
60%
25
None
Once
-20
-30
Twice
Safe
40%
Three time
+
30%
-32
10%
At Risk
20%
0%
-40
Impact on support interactions
(volume) on brand NPS
a customer case study with
None
Once
Twice
Three
times +
MTN Smartphone Tool
High Value Postpaid:
>R500 ARPU
Empower CSRs with relevant device knowledge.
Deployed across high-value customer segments.
a customer case study with
High Value Prepaid:
>R160 ARPU
Data Support
Financial Performance and CEX connection
Operational Performance
• Reduce handle time
• Reduce internal/external escalations
• Flatten contact center structure
• Reduce agent training time
Improved cost-to-serve
Improved Customer
Lifetime Value
Improve customer experience
•
•
•
First call resolution +
Call duration High satisfaction +
a customer case study with
Improved satisfaction &
loyalty
A single source of truth
•
•
•
Upskill agents.
Real-time knowledge management.
The first local operator to launch email OTA set-up.
a customer case study with
Cost and retention benefits
34%
High Value Prepaid
84% FCR in Data Support.
43%
0%
22%
4%
7%
5%
2%
36%
1%
1%
Tool contributed to an overall 10%
reduction in AHT.
18%
High Value Postpaid
a customer case study with
Is great customer service enough?
Or are we just measuring the success of a failure?
a customer case study with
Is great customer service enough?
Likelihood to switch by number of support interactions
100%
76%
61%
50%
36%
80%
60%
38%
38%
40%
32%
20%
19%
0%
5%
7%
None
Once
a customer case study with
26%
12%
Twice
Three +
A customer who contacts
support more than once in a
six month period is x6 more
likely to be at risk of
switching.
Not Likely
Somewhat Likely
Likely
Is great customer service enough?
Brand NPS is impacted by the frequency of support
15
5
-5
11
11
None
Once
Global Brand NPS = +5
-8
Twice
Three +
-15
-25
-35
-45
a customer case study with
-35
The big data opportunity.
Incremental improvements are not enough.
Focus on real-time cost avoidance.
Increase responsiveness through analytics.
Identify trending issues and take remedial action.
a customer case study with
About WDS, A Xerox Company
Companies looking to develop their digital [customer service] strategies are finding that existing
deployments are unprepared to meet the change in customer demands; lacking the data analytics,
sentiment analysis or machine learning capabilities required to meet ever aggressive call deflection and
customer satisfaction targets.
•
We make it easier for your customers to get the answers they need.
•
Our intelligent solutions “automate and augment” your customer service channels, driving valuable
customer insight and creating more meaningful experiences.
•
We do this though a cognitive technology platform that continually learns from your customer care
transactions to ensure that every experience is better than the last.
© WDS, A Xerox Company. 2014 All rights reserved.
Questions?
[email protected]
[email protected]
a customer case study with