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Beyond Just Measurement - Ericsson ConsumerLab

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Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.com
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Page 1: Beyond Just Measurement - Ericsson ConsumerLab

Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.com

Page 2: Beyond Just Measurement - Ericsson ConsumerLab

Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.com

Thank you to our sponsor & partners!

Gold Sponsor

Supported by

Organised by

Page 3: Beyond Just Measurement - Ericsson ConsumerLab

beyond just measurement

Jasmeet Sethi Ericsson ConsumerLab

Page 4: Beyond Just Measurement - Ericsson ConsumerLab

Ericsson Internal | 2013-05-04 | Page 2

Our research

2012-06-27 | Page 2

MORE THAN 40 COUNTRIES EVERY YEAR

RESPONDENTS

1.1 billion REPRESENTING

PEOPLE

100.000

15 STUDIED

MEGACITIES

Page 5: Beyond Just Measurement - Ericsson ConsumerLab

Ericsson Internal | 2013-05-04 | Page 3

The world has changed for consumers

And so have their expectations

600mn on mobile

4 billion hours of video watched each

month

118mn tablets

sold

1BN

smartphones

40BN Apps

Downloaded

Page 8: Beyond Just Measurement - Ericsson ConsumerLab

Ericsson Internal | 2013-05-04 | Page 6

“Can they be like Pizza

delivery! promising me they

can fix issues in 30 minutes!

Consumers benchmark experiences to other providers

“Shopped online, item

delivered next day with a

hand written personal note

from the owner thanking me

for the purchase and free

return if I do not like the

item! This is what I call

delighting consumers!”

Page 9: Beyond Just Measurement - Ericsson ConsumerLab

Ericsson Internal | 2013-05-04 | Page 7

How are we measuring these experiences?

Page 10: Beyond Just Measurement - Ericsson ConsumerLab

Ericsson Internal | 2013-05-04 | Page 8

how satisfied are you with operators?

1%

Very Medium Not

How satisfied are you with

your operators network?

INDICATING THINGS ARE OK, but are

they?

Base: Mobile Phone users across India, Brazil, Russia, China, Indonesia, ConsumerLab Analytical Platform 2012

Page 11: Beyond Just Measurement - Ericsson ConsumerLab

Ericsson Internal | 2013-05-04 | Page 9

Do Smartphone users experience problems?

35% Daily

Base: Smartphone users, ConsumerLab Analytical Platform 2012

62% weekly

20% daily

Page 12: Beyond Just Measurement - Ericsson ConsumerLab

Ericsson Internal | 2013-05-04 | Page 10

How does consumerlab uncover true consumer experience?

Network quality assessment

consumer Experience Survey

Q1.

Q2.

Device consumption trends

A mix of traditional and new approaches to measure consumer experience

traditional Qualitative

online listening

Social Media, Blogs, Forums

MOBILE Qualitative DIARIES CHAT BLOGGING ……

CUSTOMER CARE ANALYTICS

Page 13: Beyond Just Measurement - Ericsson ConsumerLab

Ericsson Internal | 2013-05-04 | Page 11

Some hurdles on the way

“This really is an innovative approach, but I am afraid we

can’t consider it. Its never been done before!”

Increased business fragmentation Agency

Passive Metering

Data Mining

App developers

Domain experts

“Lets hire a Chief Listening Officer!”

Page 14: Beyond Just Measurement - Ericsson ConsumerLab

Ericsson Internal | 2013-05-04 | Page 12

First mobile consumer experience study in the region

consumer Experience Survey

Q1.

Q2.

Network quality assessment

Page 15: Beyond Just Measurement - Ericsson ConsumerLab

Ericsson Internal | 2013-05-04 | Page 13

Mobile Broadband Consumer Experience

Only 6% of

conversations were relevant

48% of negative

conversations were around

poor customer service

250mn tweets

1.8 million posts

Page 16: Beyond Just Measurement - Ericsson ConsumerLab

Ericsson Internal | 2013-05-04 | Page 14

Let me ask….

How many of your customer’s call you and congratulate you for

your superior customer service?

Page 17: Beyond Just Measurement - Ericsson ConsumerLab

Ericsson Internal | 2013-05-04 | Page 15

“We often struggle with the growing complexity of the

numerous systems and processes”

Chaos rules customer service today

CUSTOMER SERVICE and growing complexity

Source: Ericsson ConsumerLab RINA “Transforming Experience’s Study”, Base: Interviews with 200 customer care agents.

67%

“The current tools and information available to

me are NOT sufficient to create a positive

consumer experience and satisfy customers”

Tools and resources

Page 18: Beyond Just Measurement - Ericsson ConsumerLab

Ericsson Internal | 2013-05-04 | Page 16

Page 19: Beyond Just Measurement - Ericsson ConsumerLab

Ericsson Internal | 2013-05-04 | Page 17

To summarize

› Hold up the mirror! - Your employees already know what is

wrong with the way your business treats its customers….

› Experience goes beyond just satisfaction.

› Brands don’t need to hire a CLO- Chief Listening Officer,

they have you!

› Mobile is creating dramatic opportunities to rethink

customer experience, but the potential is NOT just surveys.

Page 20: Beyond Just Measurement - Ericsson ConsumerLab
Page 21: Beyond Just Measurement - Ericsson ConsumerLab

Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.com

Thank you to our sponsor & partners!

Gold Sponsor

Supported by

Organised by

Page 22: Beyond Just Measurement - Ericsson ConsumerLab

Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.com


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