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A customer case study with Eddie Moyce, Chief Customer Experience Management Officer, MTN Eddie's role is to ensure that the operator provides best-in-class.

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Presentation on theme: "A customer case study with Eddie Moyce, Chief Customer Experience Management Officer, MTN Eddie's role is to ensure that the operator provides best-in-class."— Presentation transcript:

1 a customer case study with Eddie Moyce, Chief Customer Experience Management Officer, MTN Eddie's role is to ensure that the operator provides best-in-class service for all subscribers; leveraging human resources and technologies to achieve this aim. Tim Deluca-Smith, Vice President, WDS, A Xerox Company Tim is responsible for developing and executing the marketing strategy for WDS. He’s passionate about helping clients better engage with their customers. Transforming the MTN customer experience

2 a customer case study with …how we increased satisfaction, protected the loyalty of high-value customers and improved the customer service experience in just six months. Percentage Point Change +35pp Call Closure Rate +21pp CSAT (delighted) -11pp Call Referral Rate Transforming the MTN customer experience

3 a customer case study with Africa’s fastest growing market

4 a customer case study with 26% of calls escalated 12% asked to call back 16% of call-time spent on hold 2% of calls referred to OEM 9% of calls escalated 10% asked to call back Low satisfaction 18% of calls referred to OEM High Value Prepaid High Value Postpaid New opportunities, new customer service challenges

5 a customer case study with As the mobile operator community struggles to differentiate on its tangible assets, it’s turning to its brand and customer experience assets. The role of the contact center is changing; from cost center to customer experience “guardian”. Old World: Operational efficiency comes at the expense of a great customer experience. New World: Operational efficiency comes as a result of a great customer experience. From network, to brand assets

6 a customer case study with Satisfaction with customer support is highly influential on the customer’s overall brand perception and intent to repurchase. Delivering a poor support experience is one of the worst things a mobile brand can do. Where you satisfied with your support experience? +61 Brand NPS -50 Brand NPS From network, to brand assets 64% of customers highly satisfied with their support experience were also highly satisfied with their operator’s overall brand

7 a customer case study with Don’t underestimate the value of a great support experience Impact on support interactions (volume) on brand NPS Impact on support interactions (volume) on repurchase

8 a customer case study with MTN Smartphone Tool Empower CSRs with relevant device knowledge. Deployed across high-value customer segments. High Value Postpaid: >R500 ARPU High Value Prepaid: >R160 ARPU Data Support

9 a customer case study with Improve customer experience First call resolution + Call duration - High satisfaction + Operational Performance Reduce handle time Reduce internal/external escalations Flatten contact center structure Reduce agent training time Improved cost-to-serve Improved satisfaction & loyalty Improved Customer Lifetime Value Financial Performance and CEX connection

10 a customer case study with A single source of truth Upskill agents. Real-time knowledge management. The first local operator to launch OTA set-up.

11 a customer case study with Cost and retention benefits High Value Prepaid High Value Postpaid 4% 34% Call Closure Rate 5% 43% CSAT (delighted) 2% 0% Call Referral Rate 1% 36% Call Closure Rate 1% 22% CSAT (delighted) 18% 7% Call Referral Rate 84% FCR in Data Support. Tool contributed to an overall 10% reduction in AHT.

12 a customer case study with Is great customer service enough? Or are we just measuring the success of a failure?

13 a customer case study with A customer who contacts support more than once in a six month period is x6 more likely to be at risk of switching. Is great customer service enough?

14 a customer case study with Global Brand NPS = +5 Is great customer service enough?

15 a customer case study with The big data opportunity. Incremental improvements are not enough. Focus on real-time cost avoidance. Increase responsiveness through analytics. Identify trending issues and take remedial action.

16 © WDS, A Xerox Company All rights reserved. About WDS, A Xerox Company Companies looking to develop their digital [customer service] strategies are finding that existing deployments are unprepared to meet the change in customer demands; lacking the data analytics, sentiment analysis or machine learning capabilities required to meet ever aggressive call deflection and customer satisfaction targets. We make it easier for your customers to get the answers they need. Our intelligent solutions “automate and augment” your customer service channels, driving valuable customer insight and creating more meaningful experiences. We do this though a cognitive technology platform that continually learns from your customer care transactions to ensure that every experience is better than the last.

17 a customer case study with Questions?


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