CEM Compass
Enhance your Customer Experience Management
- Strategy - Execution
London, September 28, 2011
Customers’ world is changing, impacting CEM
approach
Cornerstones
CLOUD
LTE
Experience and
Behavioral
Needs;
Brand Image
Pre-Service;
Marketing
CRM
NETWORKED
SOCIETY
MultiChannel
BRAND
Interaction
CONNECTED
& SMART
DEVICES
Ericsson Consulting | OSS-BSS World Summit 2011 | 2011-09-28
Customer
Experience
Customer Care,
Information,
resolution and
competence
Flexible costs
and billing
Moments of
Truth
Service Wrap;
E2e Customer
facing OSS
processes
In-Service Need;
P/S Quality
Availability
Usability
Service and
device portfolio
CE
Moments
of Truth
Network and
Service Quality
We have significant experience in CEM thanks to
our engagements with operators
Customers on Network
Support
Subscribers on Network
Management
2B Subs.
750M Subs.
Consulting and Systems
Integration
Continuing to invest
12.000 Professionals,
1.300 Projects per year
Ericsson Consulting | OSS-BSS World Summit 2011 | 2011-09-28
Pride
group
Ericsson India Global
Services
Discovering insights is fundamental to obtain value
investing in a CEM journey
50% Satisfaction
Driver is NW Quality.
63% will churn if
competitor offers
better NW quality. (4)
10% of subscribers base
with potential for 1.5 $
ARPU increase if
targeted offering (1)
MBB service with better
data activation would
create additional 20m $
FCF in four years (3)
Service quality
optimization allowed
operator to increase 13%
market share (2)
Sources; (1) Operator Case, (2) Operator Case, (3) Operator Case (4)
ConsumerLab Network Quality Study 2010,
Ericsson Consulting | OSS-BSS World Summit 2011 | 2011-09-28
Case: Segmentation and targeting
enhances CEM strategic direction
Market context
Results achieved
› Very competitive market, advanced services
and infrastructure, differentiation challenge
› Exploration and trial of Dynamic Pricing for
churn reduction and ARPU booster
› Discovery of micro-segment; opportunity to
build targeted offering with potential ARPU
increase of 1.5$ for 10% of subscribers base
Ericsson Dynamic Pricing and go to market consulting approach
1 Strategy and
3 Features and
Roadmap
Focus
DP GTM
Analysis & Design
Planning
Integration &
Implementation
Evaluation &
Evolution
TRIAL
2
Target
Segmentation
4 Collateral
Implications
Insights impacting CEM process areas
5
0
REPORT
0.3%
DTE
M ARKETING
-6.6%
-11.8%
-16.1%
-0.1
2
3
-0.2
Cel l
Ut il .
-0.3
Co m m s ..
a g en c y
Micro
Segment
SALES
CHANNELS
BSC
-0.4
4
Dis c o u n t
In f o
3
Su b s c r ib er
Cu s t o m er
Ca r e
h i!Zo n e
In f o
Ericsson Consulting | OSS-BSS World Summit 2011 | 2011-09-28
-0.5
-0.6
-0.7
El a s t ic it y
*last 4 months, peaks evened out
Dis c o u n t
Tec h n o l o g y
1
Case: Performance optimization
improves CEM real-time control
Market context
› Leading operator with 6 million subscribers,
holding 24 percent market share
› Continuing to introduce new standards in
terms of service quality and pricing
Results achieved
› Automated and standardized processes
› Total visibility of the quality of the network
Ericsson network performance partnership with user service performance approach
Current
Performanc
e
Performance
Commitment
Baseline and Target
Assessment
Performance Levels
Implemented
Partnership Solution
Agreement
Transformation
Optimized
Performanc
e
Insights impacting CEM process areas
Service Quality
Usage Uptake
KPI
85
Service
Usage
Service Quality
2,00
80
75
1,80
70
1,60
65
60
1,40
55
1,20
50
45
1
40
Ericsson Consulting | OSS-BSS World Summit 2011 | 2011-09-28
1,00
Service Quality
Service Usage
Time
0,80
Case: CEM automation on Customer
Lifecycle Management framework
Market context
Results achieved
› Operator explore innovative business
models to stay ahead of competition
› Satisfaction levels declined due to mobile
data service quality and experience
› Foundation for Performance Based Service
Assurance (Experience Map, SKPIs, RKPIs)
› Automated service monitoring and reporting
Ericsson customer touch-points framework (LCM) sample approach
Find
Get
Setup Use
Pay
for
Get
help
Modify
Device Activation
Data Activation
Assessment and Finance Experience Map
Impact
Architecture
Recommendation
Data Readiness
Quick-Wins
Insights impacting CEM process areas
TOP handset brands with highest failed attempts
Customer
experience
14 ,0 0 0
12,0 0 0
Device
activation
assesment
Capabilities
perspective
Customer
Customer
experience
experience
map
map
Capability
Capability
gap
gap analysis
analysis
10 ,0 0 0
(12 hours period)
One Iphone
generated more than
2500 failed attempts
8 ,0 0 0
Architecture
perspective
6 ,0 0 0
Proposed
Proposed
Architecture
Architecture
4 ,0 0 0
One BB 9700
generated more than
1250 failed attempts
2,0 0 0
0
Ericsson Consulting | OSS-BSS World Summit 2011 | 2011-09-28
2
e
G
S
ne
10
20
00
00
TM
l id
3G
e 3 ho
3
83
97
85
89
0s
E6
o n e iP
ka
y
ne
y
y
i
y
6
r
h
o
r
7
r
a
n
l
P
6
r
rr
ki
er
er
Ph
to
e i Ap p
ia
Be
Be
kB
N o Te l
ei
kB
pl
ck
ok
ck
pl
ac
ac
a
N
Ap
a
p
l
l
l
l
A
B
B
B
B
Case: Diagnosis tool enhances
satisfaction drivers and KPIs
Market context
Results achieved
› Developing market with aggressive churn
› Operator exploring on network and systems
data and applicability to marketing
› Establishment of satisfaction drivers KPIs
› Network Quality Index with diary network issue
category & details
Ericsson market research and technology consulting approach
Profiling Questions,
Diary exercise, Survey
& CDRs
Satisfaction Driver
Model & NPS
Network Quality
Churn impact
Revenue Risk
Assessment
Map perception /
KPIs
System data
Diagnosis
Insights impacting CEM process areas
Ericsson Consulting | OSS-BSS World Summit 2011 | 2011-09-28
Summary: Navigating CEM on 360° compass
increasing Customer Lifetime Value
Customer
Satisfaction
loyalty
Customer
Segmentation and
Targeting
Understanding
CLV
performance
priority
Acting
Customer Lifecycle
Management
Customer Experience
Optimization
differentiation
Ericsson Consulting | OSS-BSS World Summit 2011 | 2011-09-28