Measuring, managing and operating the end-to-end

customer experience in the age of the empowered customer

What is Customer Experience

Deepening the RELATIONSHIP with CUSTOMERS

-Building Empowering Relationships-

Building Empowering Relationshipsmeans:

about the relationship

are passionate

We

Building Empowering Relationshipsmeans:

understanding Customer needs

are relentless about

we

Building Empowering Relationshipsmeans:

choice in customers’ hands

place power of

we

Building Empowering Relationshipsmeans:

that we care

Customers Trust

Our

Building Empowering Relationshipsmeans:

relationships not MSISDNs

our customers as

We treat

How do we

OperateOperate ManageManage MeasureMeasure

Empowering relationship

03

80s80s 90s90s 00s00s NOWNOW

Operating CExOperating CEx

Evolution of Customer Service into Customer Exeprience

† Understanding The Customer

† Managing The Customer

† Designing Good service experience for the Customer

† Delivering Right the Experience to the Right Segment

Operating CExOperating CEx

03

Managing CExManaging CEx

03

Managing CExManaging CEx

2014

2016

Knowledge Areas:Language skills (content and

interaction)

Knowledge Areas:Language skills (content and

interaction)

Capability Areas:Complaint

Troubleshooting

Capability Areas:Complaint

Troubleshooting

Trusted,Tech-Savvy;Trendy; Friendly.

HighLow Desired Behaviour

High

Behaviour Areas: Positive and

Dynamic

Behaviour Areas: Positive and

Dynamic

We are a Team!We are our Brand!We are our Customers!We are all Salespeople!

11

22

33

The right Staff Frame

Managing CExManaging CEx

Net Promoter Score

Net Promoter Score

Customer Satisfaction

Survey

Customer Satisfaction

Survey

First Call ResolutionFirst Call

Resolution

Average Wait Time

Average Wait Time

Number of times

Repurchase

Number of times

Repurchase

Managing CExManaging CEx

-Do you think these KPIs gives truth Picture of measurement of

Customer Empowerment?-

- Measuring of CUSTOMER EFFORT -

How Easy was it for the Customer to..How Easy was it for the Customer to..

Know about the ServiceKnow about the Service

Access the Service

Access the Service

Purchase the Service

Purchase the Service

Connecting to the You

Connecting to the You RepurchaseRepurchase

Radio AdWeb PageBillboardSilent SalesmenTVC

IVRWeb PageUSSDHome DeliveryPOSCall Centre3rd party Vendors

ChequeMobile MoneyBank TransferDirect DebitVia Top up CardsVisaOthers

Plug and PlayDetail GuidelineInstant or WeeksWaiting List??Not Available??

Auto repurchase???

- Measuring of CUSTOMER EFFORT by Segments -

Spend

Ten

ure

Status

• Secure your revenue. Recover potentially lost customers.

• Engage existing customers as a sustainable engine for growth.

• Reduce the costs of new customer acquisition

• Engage employees. Reduce staff turnover and cost of hiring.

• Reduce the cost of customer and employee feedback infrastructure.

Benefits of structured CExBenefits of structured CEx

Thank youThank you

Stephen Essien

Head, Customer Operations

Tigo Ghana

+233 577 55 20 20+233 202 400 400