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Customer INSIGHT in the world of Telecom
Truls Erik Johnsen, Director of Brand Insight
Telenor ASA | Group Industrial Development | Markets | Brands 2015
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Introduction - Customer insight in the world of Telecom
Content of presentation
Introduction
What is insight
Methods
Perspectives
Systemizing knowledge
Case study example
Industrializing insight
Building a insight driven company
Designing a Brand insight system
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Introduction
Truls Erik Johnsen
Ethnologist and Director of Brand Insight, Telenor Group Industrial Development
Responsibilites:
Project manager of Telenor MAP projects Insight tools and methods
Fields of interest:
Cross cultural communication patterns Economic strategies Youth cultures Transnationalities User driven innovation Design research Bicycles
Contact info:
Who?
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Why INSIGHT
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Telenor – on of the major mobile operators in the world
170 million mobile subscriptions
Over 30 000 employees
Present in markets with 1.6 billion people
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A constant need for information about our customers
Market information Customer
behaviour Spending patterns
Service usage
Handset types
Service use forecasting
Brand management
Strategy and investments Competitor
analysis
Household economy Education level
Rural/urban
Family structure
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How to get INSIGHT
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How to get INSIGHT?
Qualitative research
Quantitative research
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Qualitative research
In-depth interviews
Focus groups
Observation
Participation
In addition we do desktop studies as preparation for qualitative fieldwork where we look into demographics, culture, telecom-related background information, previous and current initiatives related to proposed activity, etc.
Qualitative research provides us rich data on behaviour, culture, technology use, family structures. It gives us an opportunity to understand the respondents life-world. How he or she (or they?)
understand their world, their life, their opportunities and challenges. And through that it provides a starting point for development of new theories, services, tools or methods.
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Quantitative research
Surveys
Spesific case-by-case surveys to cover a spesific theme
Running trackers to follow performance in the market
Omnibus-style surveys that covers a multitude of
themes
Database mining
Utilizing the knowledge that is hidden in our servers.
Data mining to understand call patterns, service use,
handsets in the customer base etc.
Quantiative research provides us with data on spesific themes or patterns, however it lacks resolution when it comes to questions like “How” and “Why”. It provides hard data on key factors
that can be utilized either to measure perfomance or to get an overview of the market.
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qualitative INSIGHT -an example from Malawi
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Contextualizing
customers
Goals:
Information
+ Education
+ Inspiration
=Better decisions
Challenges:
Socio-economic
background of
management
(Tribe?)Language
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Tools:
•Pictures
•Story telling
•Context information
A picture _do_ tell more
than a thousand words..
Contextualizing
customers
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Economic strategies are
shaped/invented locally
Provide an understanding
of:
•Seasonal changes
•Monetary economy
•Family structure
•Consumption power
•Economic stability (or
lack thereof)
Contextualizing
customers
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Selling second hand
car parts in Malawi is
quite different than
selling cell-phones in
Norway
Provide an
understanding of:
•Trade routes
•Limited resources
•Entrepreneurship
•Economy
Contextualizing
customers
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Coverage maps and hard
facts does’nt necessarily
give the final answer
Customer Insight provide
an understanding of:
•Communication needs
•Strategies to overcome
tech hurdles
•How prejudice can
shapes business cases
Contextualizing
customers
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A Norwegian worldview
does’nt provide the best
understanding of local
worldview….
Provide an understanding
of:
•Religious practices
•Gender roles
•Local communities
Contextualizing
customers
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Industrializing INSIGHT
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Industrializing insight
Building a insight driven company
Systemized and international
approach
Designing a Brand insight system
Turning insight into strategy
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All strategies are based on market segmentation and
customer insight through the Telenor Marketing Platform
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Insight Strategy Follow-up
Who they are? What they value? What they do?
Who to serve? What to offer? How to deliver?
How are we performing? What can be done to improve?
Net promoter system/closed feedback loop
Telenor Marketing Platform
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Telenor MAP (Market Assessment of Performance)
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One basic questionnaire with local
adaption
Values, needs, behavior
Brand specific, market and comp.
Media and channel usage
Telecom usage behavior and
buying criteria
Socio demographics
+
Extensive market research
CONSUMER BUSINESS
What are the important needs and values
What are the distribution of the needs/values
How do we match the needs and values of our customers
A unique value and need framework
CONSUMER
BUSINESS
20 consumer values
Describe the core needs
of people
15 Business values
Describe the core needs
of businesses
Telenor MAP - an extensive market research with a unique value
framework, within both consumer and business market
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Fundamental hypothesis of Telenor MAP – the link between
customer and brand values
BUY FIT
The Moment of Truth = Fit between perception and projection
CUSTOMER
• Values, needs
• Preferences
• Desires
• Aspirations
PERCEPTION
The individual absorbs
a brand's promises and projections,
tests it (unconsciously) against
his/her individual value and need
profile
BRAND
• Brand Communication
• Functional attributes
• Brand name, symbols
• Users (peer group)
PROJECTION
By all marketing activities, esp.
communication and design, or by
its user peer group a brand
addresses a certain set of values
and transports a brand promise
NOT BUY NO FIT
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Fundamental hypothesis of Telenor MAP – the link between
customer and brand values
BUY FIT
The Moment of Truth = Fit between perception and projection
CUSTOMER
• Values, needs
• Preferences
• Desires
• Aspirations
PERCEPTION
The individual absorbs
a brand's promises and projections,
tests it (unconsciously) against
his/her individual value and need
profile
BRAND
• Brand Communication
• Functional attributes
• Brand name, symbols
• Users (peer group)
PROJECTION
By all marketing activities, esp.
communication and design, or by
its user peer group a brand
addresses a certain set of values
and transports a brand promise
NOT BUY NO FIT
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MAP is about understanding and acting on customer values
MAP framework and example questions
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All customers are asked
questions about their values
Profiling of customers
Red = Values that the customer disagree with, or that is not important to him/her
Blue = Values that the customer agree with, and that are more important to him/her
Segmentation; Clustering of people with similar values,
needs and behavior
Thrill I like challenging experiences I like to test my limits
Prestige (status) I like it when others look up to me I like to be the center of attention
Total cost I will always go for the cheaper product Price is the only thing I consider when I buy something
“When I select a mobile network provider I always consider at the phones they offer.” “When I select a mobile network provider it is important to me that they have high mobile data quality”
Main provider, spending, voice, SMS, data usage, KPI’s, data services, preferences, fixed, media usage, device etc
Needs
Usage
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The Telenor MAP value framework indicates whether a person,
group or brand does or does not stand for a specific value
Example “mobile internet users”:
• Avergage 25 years old
• Male dominated
• Above average in income
• Above average level of education
• Works full time
MAP is the sum of individual Consumer Profiles
INTERPRETATION
• The mobile internet user is a very modern, progressive person
• He or she finds new, innovative technology very thrilling and demands customized, service-oriented and top-quality products
• Money is not an issue for the mobile internet user (to a certain degree, at last)
• Classical or ethical values do not matter for the mobile internet user– open to new things and does not worry about society or the environment
RED = Values that Peter disagree with, or that is not important to Peter
BLUE = Values that Peter agree with, and that are more important to him
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The brand profile “comes to life” when we summarize all the brand
users – the total customer base
Degree of sharing the same values
Blank profile
• No clear common values
• Customers “all over the place”
• Brand is purchased by “all”
• Natural start is to define a
clear target segment
A very distinct profile
• The brand or service is
purchased by people with
distinct and similar needs
Weak profile A more distinct profile
Completely different strategic challenges
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MAP identifies the “global” mobile broadband user…
Sweden Hungary Thailand
Denmark Norway
Telenor MAP clearly shows that the mobile broadband users have
the similar value and need structure Across markets
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There are several approaches to developing segmentation models, such as geographic / regional, demographic (age, gender, family life cycle), psychographic (e.g. the Profiler, price attitudes), and behavior (e.g. telecom spend, usage of mobile data)
The Telenor approach is developed as a combined approach in segmentation, deploying K-means clustering, including input variables among the following: Demographics; price orientation; attitudes to value statements (the Profiler); and telecom attitudes and behavior
A wide range of alternative models are tested; the mathematically sound ones are subjected to a “sanity and relevance check”, to see if the model discriminates according to, among other factors: Telecom spend, Mobile data usage, and Demographics
Developing segmentation models
Description of segmentation process | Model overview
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Takk!