a customer case study with eddie moyce, chief customer experience management officer, mtn...
TRANSCRIPT
a customer case study with
Eddie Moyce, Chief Customer Experience Management Officer, MTNEddie'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.
Tim Deluca-Smith, Vice President, WDS, A Xerox CompanyTim is responsible for developing and executing the marketing strategy for WDS. He’s passionate about helping clients better engage with their customers.
Transforming the MTN customer experience
a customer case study with
…how we increased satisfaction, protected the loyalty of high-value customers and improved the customer service experience in just six months.
Percentage Point Change
+35pp
Call Closure Rate
+21pp
CSAT (delighted)
-11pp
Call Referral Rate
Transforming the MTN customer experience
a customer case study with
Africa’s fastest growing market
a customer case study with
26% of calls escalated
12% asked to call back
16% of call-time spent on hold
2% of calls referred to OEM
9% of calls escalated
10% asked to call back
Low satisfaction
18% of calls referred to OEM
High Value Prepaid High Value Postpaid
New opportunities, new customer service challenges
a customer case study with
• 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.
From network, to brand assets
a customer case study with
• 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?
+61Brand NPS
-50Brand NPS
From network, to brand assets
64% of customers highly satisfied with their support experience were also highly satisfied with their operator’s overall brand
a customer case study with
Don’t underestimate the value of a great support experience
None Once Twice Three times +
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
SafeAt Risk
None Once Twice Three time +
-40
-30
-20
-10
0
10
20
30
40
2925
9
-32
Impact on support interactions (volume) on brand NPS
Impact on support interactions (volume) on repurchase
a customer case study with
MTN Smartphone Tool
Empower CSRs with relevant device knowledge.
Deployed across high-value customer segments.
High Value Postpaid: >R500 ARPU
High Value Prepaid: >R160 ARPU
Data Support
a customer case study with
Improve customer experience
• First call resolution +• Call duration -• High satisfaction +
Operational Performance• Reduce handle time• Reduce internal/external escalations• Flatten contact center structure• Reduce agent training time
Improved cost-to-serve
Improved satisfaction & loyalty
Improved Customer Lifetime Value
Financial Performance and CEX connection
a customer case study with
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
High Value Prepaid
High Value Postpaid
4%
34%
Call Closure Rate
5%
43%
CSAT (delighted)
2%
0%
Call Referral Rate
1%
36%
Call Closure Rate
1%
22%
CSAT (delighted)
18%
7%
Call Referral Rate
84% FCR in Data Support.
Tool contributed to an overall 10% reduction in AHT.
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
None Once Twice Three +0%
10%20%30%40%50%60%70%80%90%
100%
5% 7%12%
26%19%
32%
38%
38%
76% 61% 50% 36%
Likelihood to switch by number of support interactions
Not LikelySomewhat LikelyLikely
A customer who contacts support more than once in a six month period is x6 more likely to be at risk of switching.
Is great customer service enough?
a customer case study with
None Once Twice Three +
-45
-35
-25
-15
-5
5
15
11 11
-8
-35
Brand NPS is impacted by the frequency of support
Global Brand NPS = +5
Is great customer service enough?
a customer case study with
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.
© WDS, A Xerox Company. 2014 All rights reserved.
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.
