Post on 12-Jan-2017
transcript
P R E S E N T E D B Y
T E A M A - 1
D I F F E R E N T I A L C U S T O M E R
E X P E R I E N C E F O R M I L L E N N I A L S
T e l e f o n i c a i n T e g r a T e d c h a l l e n g e
Bianca Tavares, Busola Akin-Olawore, Chen Yang Lim,
Malak El Halabi, Marija Maksimovic
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Presentation overview
Tele fonica
01. Millennial oVerVieW
02. reSearch analYSiS
03. cUSToMer JoUrneY
ToUch-PoinTS
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Millennial oVerVieW
http://www.pewresearch.org/fact-tank/2016/04/25/millennials-overtake-baby-boomers/
9.8 MILLION
9.3 MILLION
18-34ageS
aVailable MarkeT
Profile
19 MILLION
SINgLE (66%)
UNIVERSITY EDUCATION (60%)
DECISION MAKER IN TELCO (44%)
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They may be malleable and eager to experiment today, they are choosing the brands they will be loyal to for the rest of their lives.
True value of Millennial consuMers
This generation is YoUng, Well inforMed, and they have MoneY To SPend because they are not yet bogged down by mortgages or children
Advertising Age
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reSearch analYSiS
MillennialS eXPecT cUSToMiSaTion and digiTal PaYMenTS froM Their ProVider
PLAN PERSONALISATION
accoUnT ManageMenT
ONLINE PAYMENT
SPaniSh
BRAND
QUALITY OF SERVICE
AFFORDABILITY
PRODUCT OFFERS
langUage & coMMUnicaTion
QUaliTY of callSFAMILY
AFFORDABILITY
BRAND
FRIENDS
deciSion driVer SaTiSfacTion driVer
SaTiSfacTion driVer
eXPecTaTionS
deciSion driVer
loYalTY & reWardS PrograMMe
PLAN PERSONALISATION
ONLINE PAYMENT
PerUVianS
eXPecTaTionS
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reSearch analYSiS
daTa conSUMPTion TrUMPS TradiTional callS and SMS
80%daTa
20%callS & SMS
52%daTa
48%callS & SMS
SPaniSh PerUVianS
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reSearch analYSiS
oPPoSiTe TraVel PaTTernSTriPS Taken laST 12 MonThS
SPain PerU
1.83
0.663.5925-34 25-34
18-24 18-24
1.89
local SiM roaMingMoViSTar claroolder YoUnger
freQUenT TraVeller freQUenT TraVeller
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reSearch analYSiS
call cenTreS are keY driVerS of cUSToMer eXPerience
WebSiTeSToreTelePhone
PUrchaSe
TECH SUPPORT
BILLINg
INFO
billing
info
PURCHASE
COMPLAINTS
coMPlainTS
TECH SUPPORT
INFO
BILLINg
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a TYPical bUSineSS onlY hearS froM 4% of iTS diSSaTiSfied cUSToMerS.
news of bad customer service reaches more than twice as many ears
“UnderSTanding cUSToMerS” bY rUbY neWell-legner
WhiTe hoUSe office of conSUMer affairS
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reSearch analYSiS
Brand saTisfacTion • SPain
keY facTorS
1ST1ST
2ND
3RD
2ND
ORANgE SIMYO
YOIgO
VODAFONE
Brand Familiarity
Quality of Service
Family
Product Offers
3RD
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reSearch analYSiS
Brand saTisfacTion • PerU
keY facTorS
1ST
2ND
ENTEL
CLARO
Family
Brand Familiarity
Quality of Service
Friends
3RD
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reSearch analYSiS
conSiSTencY acroSS channelS iS ViTal
87% of customers think brands need to put more effort into providing a seamless experience.
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CALL CENTRE
CALL CENTRE
LIVE CHAT LIVE CHATEMAIL EMAIL
IN-STORE IN-STORE
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cUSToMer JoUrneY ToUchPoinTS
eXPlore
ADVERTISINg | ONLINE PRESENCE | SOCIAL MEDIA | wEBSITE
bUY
STORE | wEBSITE | CALL CENTRE
USe
wEBSITE | APP | PRODUCT
SUPPorT
CALL CENTRE | SOCIAL MEDIA | STORE
reneWal
CALL CENTRE | SOCIAL MEDIA | STORE
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eXPlore
be Where The cUSToMerS areADVERTISINg | ONLINE PRESENCE | SOCIAL MEDIA | wEBSITE
SOCIAL CAUSES TRENDINg TOPICS
MULTI SCREEN CONSUMPTION
SOCIAL MEDIA CAMPAIgNS
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bUYing
SPeak Their langUageIN-STORE
a differenTial in STore eXPerience
Themed concept (museum, meet up, recharge)
Staff knowledge
Stock up marketing collateral
ParTner SaleS WiTh Millennial hoTSPoTSSchools & universitiesConsistency in appearance and communication
Strategic locations & improve visibility
a differenTial online eXPerienceCustomisable plans
More competitive offers
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bUYing
SPeak Their langUagewEBSITE
oPTiMiSe SiTe UX
Less clicks (ideally 3 clicks)
diVerSiTY of offerSDIY Plans
a differenTial online eXPerienceCustomisable plansMore competitive offers
Transparency in offerDiscounts for online to encourage
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bUYing
SPeak Their langUageCALL CENTRE
oPTiMiSe call-in UXMinimise filter answering machinesReduce call waiting timeEnforce call-back feature
a differenTial online eXPerience
Consistent between agents
Be personal
Adapt language to consumer
Offer a follow up
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USe
adaPT To Their needSwEBSITE | APP | PRODUCT
Solid foUndaTionSFail proof core productsReal time account management
fleXibiliTY and reliabiliTY WiTh PlanS
Billing transparency and saving recommendations
Customisable Plan
Competitive roaming options
Promote with trending topics
Reconnect through better offers
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SUPPorT
hUManiSe inTeracTionCALL CENTRE | SOCIAL MEDIA | STORE
be PreSenT YoUr cUSToMerS are acTiVe
Respond to any comments and questions
Timing is key to satisfaction
Minimise reply templates
call cenTreS are ToP of Mind
Have an actual person on the phone
Reduce waiting time drastically
Encourage human follow up (not machine)
Centralise support tickets (online to offline)
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reneWal
50 firST daTeSCALL CENTRE | SOCIAL MEDIA | STORE
kindneSS before ProdUcT
Actively improve customer plans
Reward loyalty and spending (esp. Peru)
Manage The relaTionShiP
Communicate with agility (Once a month)
Appreciate their loyalty (50% never been thanked)
Provide unexpected experience