ibp_presentation_huawei innovation & transformation summit 2013_a customer experience...

A Customer Experience Transformation

fuelled by Digital Channels

“The Obvious and Beyond”

Armin Iskander

CEO Iskander Business Partner GmbH

Agenda

1. Challenges of customer service in a changing customer needs world

2. Evolution towards omni-channel capability

3. Deep dive self-care & other digital channel enhancements

4. Way forward

Contact centers must respond to challenges presented by

changing customer needs

In response to these challenges contact centres are

developing omni-channel capabilities

Self-care has evolved considerably, but there is still a long

way to go

Self-care: Several initiatives are in the market, but no player is addressing all areas

Best Practice Benchmarks address self-care across the value

chain

Digital channel performance of market leaders in Europe is not

perfect despite high agent costs

“Giff-gaff has embraced digitalization to provide a different

kind of customer service

A very good overall solution is giffgaff from the UK

Bu

t ad

dre

ss

ing

exactl

y t

his

mark

et

seg

men

t

Digital channels can enable cost reductions without reducing

customer satisfaction

Integrating digital channels increases customer satisfaction

Digital channels can be used to enhance sales performance

Historic example

ATMs got very popular and visits

to bank branches declined

The ATM was reprogrammed to

allow customers to sign up for

insurance or real estate financing

Real-time

decision

based on big

data

Sales options calculated in real-time based on

• previous customer activities

• contact reason

• usage pattern of the customer

• community usage behavior

• churn score

• etc.

Build

specialized

products to be

offered

• Micro products (in terms of price & contract length) for a

digital sales opportunity

• Real-time provision of the product

• Segmentation of customer base instead for new customers

• Private pricing for your costumer

• Private advertising & sales argumentation

Critical enablers for Sales

Beeing digital is more then beeing only online - it‘s about

digital integration

It’s about delivering an intelligent integration

Players are already managing the full customer experience

around the customer journey

Technology and organization must be adapted to realise

benefits of digitalization

To implement that challenging future two key hurdles have to taken

Organization Training

• How do I transfer my digital knowledge to a person in the

sales & service cycle?

Commissioning

• How do I motivate my sales & service people to support

digital channel?

Use cases

• Which use case scenarios do I need to support to have

the critical mass for a user to switch & have a good

experience?

Cultural Change

• How do I change the culture of the organization and your

customers to a digital one?

“How to organize & motivate the employees to manage

the information overflow?”

Key question

Ma

rke

t B

ac

ke

nd

F

ron

ten

d

Technology

“One modern integrated stack” or “best of

selection”?

1. Billing

2. CRM

3. Network

4. Product catalog

IVR

Web Chat

App

Agent Social

Media

Kiosk Shop

Key Question