CUSTOMER EXPERIENCE MANAGEMENT September 2015

CUSTOMER EXPERIENCE MANAGEMENT AGENDA 1. Protecting and Preserving your Core Customers What are core customers? Why are they Core? 2. Creating enduring Relationships and Personal Connections

What are Core Customers? These are our strategic Partners Those whose businesses have a ripple effect on a number of businesses. Your WHO is profitable. Your WHO is loyal. Your WHO is easy and fun for you to work with. Your WHO hangs out with like- minded folks and tells them all about your company.

Why are they Core? They are core to the growth of our business. They contribute a certain % of our revenue base. They use a significant amount of our services.

HOW BTCL PROTECTS AND PRESERVE ITS CORE CUSTOMERS LOYALTY AND RETENTION CAMPAIGNS VALENTINE PROMOTION EXECUTIVE SPONSORSHIP PROGRAMME RECHARGE BONUS CHRISTMAS GIFTS FOR CORPORATE CUSTOMERS CUSTOMER INTERATIONS  Core customers are preserved by: Understanding customer behavior Recharge pattern and budget Customer interest/perceptions CUSTOMER EVENTS

BEST PRACTICE- PROTECTING AND PRESERVING YOUR CORE CUSTOMERS Jim Sinegal, cofounder and CEO of Costco] once said. "The cost of losing your core customers and trying to get them back during a down economy will be much greater than the cost of investing in them and trying to keep them.” Best practice used:  Reward for customer account creation  Give customers points right away- earn a reward for using services  Reward for increased visibility  Give loyalty bonus for recharges

LISTENING TO CUSTOMERS AND IMPROVING PRODUCTS AND SERVICES Focus groups Online Questionnaire In-store feedback Mystery Shopping Understand customer pain points Understand gaps on products and services Improvement areas PRODUCTS MODIFIED Revamped befree Improved network quality and coverage Alignment to best practice Revamp postpaid BTCL’S ADOPTION OF THE MODEL Improved customer satisfaction

CUSTOMER SATISFACTION INDEX The Internationally adopted Customer Satisfaction Index is at 85%, as BTCL strives to be customer centric it has adopted this model and have set its target at 70%. In essence customer feedback is used to develop the existing and or new products and services.

BEST PRACTICE-CREATING ENDURING RELATIONSHIPS AND PERSONAL CONNECTIONS  BUILD RELATIONSHIPS Its no longer about solving problems but building lasting relationships e.g Apple is in the business of making friends, employees down-sell and get the customer less complicated product needed.  TALK TO YOUR CUSTOMERS IN REAL TIME This is through contact center, customers feel satisfied after live interactions with a customer representative. Focusing customer in self service can reduce costs but can increase the churn rate. Companies are upgrading their contact centers and perform scheduled callbacks to customers  COACH AGENTS FOR PERFORMANCE Train new recruits Direct aims to keep employees happy Tailored coaching to help motivate and develop them  DELIVER ACTIONABLE DATA TO DECISION-MAKERS Share contact center and customer satisfaction reports with entire company

HOW BTCL IS CREATING ENDURING RELATIONSHIPS AND PERSONAL CONNECTIONS Build personal relationship with customers and staff BIRTHDAYS CAMPAIGN Boosted productivity Improved customer satisfaction Scheduled call back through IVR Products and Services training to improve consistency and staff knowledge (coaching of agents) Use cross sell marketing programs through outbound contact center IMPROVED CONTACT CENTER “Itlole” campaign- focusing on internal customers but with an overall target of external customers. Complaints Management Process put up in all the stores to encourage customer escalation of queries and feedback Build Relationships through Customer Service week and Service in the Community initiative Converged Billing FOCUS METRICS ON CUSTOMER

FINAL THOUGHTS Having both a Loyalty Programme and a Retention Programme is essential for customer-centric Organisations.  According to a joint research paper by Harvard Business School and Bain & Co. increasing customer retention by 5% can increase profit by 25% - 95%.  According to KISSmetrics, the average value of a lost customer, worldwide is US$ 243/ P3000  It’s an accepted fact that acquiring a new customer is 5 times more expensive than keeping an existing customer  The probability of selling additional services to an existing customer is 3 – 14 times higher than the probability of selling services to a new customer

Thank You!