Creating the most enjoyable and
consistent customer experience.
26th November 2015.
Stuart Douglas, Head of Customer Strategy.
Jessica Mustoo, Market Research Manager.
Our approach. • Why – what problem
were we trying to solve?
• What we heard.
• What we did.
• How we did it.
• What we achieved.
Why? what problem were we trying to solve?
Our focus.
What we heard.
We are always listening.
1,000,000 interaction surveys issued every month.
120,000 customer responses a month.
1,800,000 calls recorded every month with call listening and speech analytics on selected call types.
3,000 customer relationship surveys a month.
3,737 employees (81%) respond to our annual
survey on customer centricity.
Telling the customer story.
The right measures.
The right targets.
The right customers.
Support
Network
Billing
Value
Device
49%
26%
10%
9%
6%
NPS
Perception Customer
Experience Operational
Performance
Predictive
analysis
Our focus areas:
Network
Support
Value
What we did.
Network – customers told us.
Reliability is the most important factor.
To customers this means having coverage in the right
places and staying connected.
We needed to focus more in addressing indoor
coverage.
Network solutions
4G rollout targeting coverage black spots
Targeting coverage in the right places.
Fix indoor coverage.
No signal? No problem.
Network solutions
Three, rated the UK’s most reliable network.
Best Mobile Network Best Mobile Network
Road Trip Award Winner Most Reliable Network
Outcomes.
And we promote these accolades.
Outcomes – churn.
51 %
34 %
0 %
10 %
20 %
30 %
40 %
50 %
60 %
Q2 2012 Q2 2013 Q2 2014 Q2 2015
Network as a
reason for
leaving:
Support – customers told us.
Resolving customer problems first time is really important,
with the advisor owning the problem and
doing everything they can to solve it.
If something goes wrong we are proactive.
Providing support and inspiration.
We focus on issue resolution.
1.8m calls a
month
50k tweets and
Facebook comments
a month
1.5m store visits a
month (75% customers)
The associate who served me, is a
credit to Three. I was served with
charisma and intelligence, I cannot
speak highly enough
The person I dealt with was probably the
most efficient one I have ever dealt with
in a call centre. He could not have been
more helpful. He even rang me back to
check that the issue had been resolved.
We are driven to solve any problem first time, every time.
2.4m online support
visits every month
We are over the moon with the service we received. The guy who dealt
with our issue is a asset to your company. He went above and beyond
and resolved our problem in lighting speed.
If something goes wrong we are
proactive.
We provide inspiration and support.
Customer newsletter
Online support content
YouTube support content
Supporting local communities
with Three Discovery
Outcomes.
2013
Complaints (Ofcom) Most complained
about operator
2015
Least complained
about operator
First contact resolution 77% 84%
Satisfaction with agent 72% 83%
Outcomes – churn.
Service as a
reason for leaving:
43 %
20 %
0 %
5 %
10 %
15 %
20 %
25 %
30 %
35 %
40 %
45 %
50 %
Q2 2012 Q2 2013 Q2 2014 Q2 2015
Value – customers told us.
Customers want fair and transparent
pricing and to feel in control.
Fair and transparency pricing.
Roaming charges suck.
Our customers use their phones
abroad at no extra cost.
Charging extra for 4G
sucks. We don’t.
Being charges for 0800 calls sucks.
We made them free a year in our new plans.
Over spending sucks. Real time
access to usage and charges.
How we did it.
By testing and learning with our people and customers.
4G trial dashboard Three inTouch friendly user trial
Celebrating success.
Celebrations for milestones like
least complained about (Ofcom)
What we achieved.
Our people are engaged.
Employee engagement
scores.
Three - 2014
76% 56%
Ipsos MORI
benchmark average
7th best place to
work in the UK
-4
4 5
9
7
11 12 13 15
-5
0
5
10
15
20
Q2 13 Q3 13 Q4 13 Q1 14 Q2 14 Q3 14 Q4 14 Q1 15 Q2 15
More customers love us!
Source Ipsos MORI
Q1-Q2 2015 YouGov SMIX Research. Overall NPS
Competitor network
‘A’ ‘B’ ‘C’
+11 +2 -9
Net Promoter Score.
Target
Target
We have seen strong growth in our
profitability. With a 31% increase in
earnings year on year.
£165m
2010
£547m
2014
Earnings (EBITDA)
Customer base
(active)
5.1m 8.4m
Our industry isn’t trusted but we wanted to be
different.
We did this by listening to our customers.
We learned that network, support and
value matter most.
By focusing on these and engaging our people
we have transformed our business.
Summary.
When stuff sucks we #makeitright
Thanks