Buy Now! But what if your product

gets really complex?by Kristof Schraepen,

Mobistar

Speaker

PHOTO CREDIT: BRETT LIDER, FLICKR

BUY NOWBUT WHAT IF YOUR PRODUCTS ARE REALLY COMPLEX?

I AMKRISTOF SCHRAEPEN(E-BUSINESS MANAGER)

MY DAILY MISSIONREACHING THE ONLINE SALES TARGETS

ABOUTMOBISTARTELCO SECTOR4MIO SUBSCRIPTIONS150 BRICK & MORTAR STORESINDEPENDENT NETWORKEUPHONYONLINE SHOP

• SELLING PHONES• MOBILE (PREPAID/POSTPAID)• MOBILE INTERNET

(PREPAID/POSTPAID)• INTERNET (ADSL/VOIP)• TV (SATELLITE)

PHOTO CREDIT: SUSY MORRIS, FLICKR

IN TELCOEVERYTHING IS ALWAYS ON PROMOTION

PRODUCTCOMPLEXITYPHONES

- TYPE- BRAND- COLOUR

SUBSCRIPTIONS- PRICE / VALUE- PROMO (3)- EXTRA ONLINE PROMO- ALREADY A CUSTOMER?- SIM CARD DETAILS /

PREVIOUS OPERATOR- ID (CARD / REGISTRATION /

ADDRESS / …)- BANK ACCOUNT DETAILS /

DOMICILIATION- … PHOTO CREDIT: SEE-MING LEE, FLICKR

OUR RANGE

AT THE START,THINGS WEREN’T LOOKING SO

GOOD

SOURCE: HTTP://VANESSAWADARD.COM/

WE HAD4 PLATFORMS

THAT BECAME A MAINTENANCE NIGHTMARE

PHOTO CREDIT: CHRIS PHELPS, PICASA

AND FACED MANY USABILITY AND USER-EXPERIENCE PROBLEMS

REPORTING COMPLEXITY

THE RESULT OF THIS

SCORE 9-10

SCORE 1-6

ORDERING ONLINE

DELIGHTED

NOT SATISFIED

SOURCE: WEBORDER SURVEY FEB 2011

-31

38

THE RESULT OF THIS

SCORE 9-10

SCORE 1-6

DELIGHTED

NOT SATISFIED

SOURCE: WEBORDER SURVEY FEB 2011

32

-26

-GLOBAL-

46

-21

ORDER STATUS

34

-29

DELIVERY STATUS

INFO

THE ROAD TO SUCCESS

1. manage complexity

THE ROAD TO SUCCESS

2. enhance usability & customer experience

1. manage complexity

THE ROAD TO SUCCESS

2. enhance usability & customer experience

1. manage complexity

THE ROAD TO SUCCESS

3. simplify update & maintenance process

Starting over againfix what we have. If not, what new system?

PHOTO CREDIT: TINYAU, FLICKR

FLEXIBILITY = KEY

SOURCE: CMS BUYER’S GUIDE - ECONSULTANCY

PHOTO CREDIT: VIOLSCRAPER, FLICKR

GOLDILOCKSNOT TOO HOT, NOT TOO COLD.

STEPS TO A BRIGHTER FUTURETHE PROJECT

PHASE 1: ANALYSE NEEDS

PHASE 2: REBUILD

PHOTO CREDIT: Z HEISE, FLICKR

PHASE 1: ANALYSE CUSTOMER NEEDSBUILD A NEW TELCO SITE

BUILD A PROTOTYPE OF THE CONVERSION FUNNEL

PHASE 2: REBUILDLAUNCH STRATEGYEXPERIENCE ROADMAPCONCEPTUAL MODELFLOWSPAGE MODELS & WIREFRAMESTECHNICAL SOLUTION (DRUPAL)BUILD (AGILE)LAUNCHOPERATE

PS: YOU HAVE3 MONTHS TO BUILD IT

RESULTS

• INCREASED ORDER QUALITY - ELIMINATED NEED TO CALL CUSTOMERS AFTER ORDER

• INCREASED ORDER TO SALES CONVERSION AFTER ORDER (RELOAD / ACTIVATION / …)

• CONVERSION IDEAS ARE NOW BOUND BY TIME, NOT TECHNOLOGY

• CUSTOMER SATISFACTION INCREASED

RESULTS

HAS IT IMPROVED?

SCORE 9-10

SCORE 1-6

-31

ORDERING ONLINE

DELIGHTED

NOT SATISFIED

SOURCE: WEBORDER SURVEY FEB 2011 VS APRIL 2011

38

HAS IT IMPROVED?YES

SCORE 9-10

SCORE 1-6

-31

ORDERING ONLINE

DELIGHTED

NOT SATISFIED

SOURCE: WEBORDER SURVEY FEB 2011 VS APRIL 2011

38

57

-9 +22

+19

SCORE 9-10

SCORE 1-6

DELIGHTED

NOT SATISFIED

SOURCE: WEBORDER SURVEY FEB 2011 VS APRIL 2011

32

-26

-GLOBAL-

46

-21

ORDER STATUS

34

-29

DELIVERY STATUS

INFO

HAS IT IMPROVED?

SCORE 9-10

SCORE 1-6

DELIGHTED

NOT SATISFIED

SOURCE: WEBORDER SURVEY FEB 2011 VS APRIL 2011

32

-26

-GLOBAL-

46

-21

ORDER STATUS

34

-29

DELIVERY STATUS

INFO

HAS IT IMPROVED?YES

53

-12

60

-4

53

-

-7

+21

+14

+14

+17

+19

+22

PHASE 1

PHASE 2

Phase II

Allready customer ?

Advantage choice

Promo choice (+online promo)

Options

PHASE 2: THE CHECKOUT

Shopping basket

Promo Code

Your current number / operator

Personal Info

Address Info

Payment Info

Stay in touch (please? )PHASE 2

PHASE 2: THE CHECKOUT

Thank you. We’ve taken your order.

What’s next

Summary

PHASE 2: THE CHECKOUT

WHAT DID WE LEARN

1.Fixing what you’ve got is not always cheaper / better

2.Challenge traditional approach

• Agile vs Waterfall • Open-source vs Comm. Solution• Cloud vs own servers

3.Agile can work very fast and efficient

• If guided & controlled by your agency• Fully supported by the management

(IT, MKT & Web)• Experienced team members

COMMUNICATECOMMUNICATECOMMUNICATE

BUT THIS IS NOT THE ENDKEEP IN IMPROVING IS THE WAY TO SUCCESS:

UPDATES WE ARE PLANINNG:- CUSTOMER ZONE- FAQ- AND MANY MORE

Thank you

SOURCE: PHOTOBUCKET, KAT-CASSIDY