Date post: | 21-Jan-2018 |
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Technology |
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The SMART Journey
By Urmil Gohil
Who am I?• Spend the last 26 year in Customer Experience
world wide.• I am been successful in the top 5 dangerous
countries – Iraq, Iran, Haiti, Sudan, Afghanistan.
• Worked for the top 20 companies in the world• I speak 11 languages.
Sierra Leone and SMART
• Sierra Leone 3 rd. poorest country in the world with every basic infrastructure
• 3 existing mobile operators in the country
• The company 2 failed attempt to launch
• Time-frame 3 month to commercial launch
• Ownership – Nepal, Belarus, Lebanon
• Very poor customer centric environment
Post war Syndromes
• Post traumatic disorder• Stress and Frustration• Narrow-mindedness and alienating • Revenge mindset• Lazy• Still in the infant stages of Regression
Facts
Benchmark Key Performance Indicators
Customers Operations interventions follow the whole customer’s journey through multi channels points of contacts…
E mailE mai l
Mai l Mai l
USSDUSSD
IVRIVR
PortalsPortals
Cal l centerCal l center
Indirect
retai l
Indirect
retai l
Direct
retai l
Direct
retai l
HomeservicesHome
services
Marketingdirect
Marketingdirect
CUSTOMERCUSTOMER
• • ZTE platform the backbone OSS and core network
• •ZTE – IP based CRM ( routing via only IP)• •Power generators to back up – solar BTS• •HLR capacity 120,000 subs – back up HSS• •Sales channels –
2 main distribution channels to avoid conflict and increase commission
• •Superior customer care, by actively addressing the customers ( active subs vs. Duplication)
Meets Expectations(Survival)
Meets Desires(Success)
Meets Unrecognized
Needs(Transformation)
Maslow’s Hierarchy of Customer ServiceMaslow’s Hierarchy of Customer ServiceMaslow’s Hierarchy of Customer ServiceMaslow’s Hierarchy of Customer Service
Creates Evangelism
Creates Commitment
Creates Satisfaction
From Peak: How Great Companies Get Their Mojo From Maslow, By Chip Conley
Staff motivation
Process engineering
Re-Engineering
A Customer-Centric View
Mission and Vision
Communication
Trouble Tickting system
Re-engineering
Behold...The holy Grail of CusTomer
serviCe
Product-focusedProduct-focusede.g. Apple, Google, e.g. Apple, Google, Most web startupsMost web startups
What kind of company are you?What kind of company are you?
Customer Loyalty vs. Complaints
Actions
Customer Operations
Director
Front Office Back Office Operations Support
Call center First Level Group
2d Level Group
Loyalty/retention Group
Billing / Credit / Duning / Fraud Control Group
Activation / Registration Support
Customer Technical Support 3nd Level Group
Quality, Processes & Knowledge Management
Training Support
Reporting /Operations
Suppliers / Logistic Group
Automatic Channels Development
Mail & e mail Group
Mass market & prospect
Post paid market
VIP/High value market
Internet market
Hot line direct/indirect shops
Corporate market
Production & Planification
Trouble shooting specialists
Customer Operations
Future call center system • IPCC If a Data
center will exsist
African markets
Customer segments
99% Pre-Paid – Pay as you Go
Deposit of HUG ( hybrid post paid)
Next Gen• Credit system - -mobile money• VAS based on IP ( MPLS) • 4G spectrum
Digital custome care
The Success
• •100,000 subs in 90 Days• •3 retails outlets open whilst being impacted
by Ebola• •Footfall conversation 90 %• •First call resolution 90%• •Arpu 5 usd