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8/13/2019 Changing the Customer Experience CEM in Practice at Deutsche Telekom
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Changing the Customer Experience CEM in practice at Deutsche TelekomJan Gottstein
Head
of Quality
and Customer
Satisfaction, Telekom Deutschland GmbH
London, October 23, 2012
8/13/2019 Changing the Customer Experience CEM in Practice at Deutsche Telekom
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223.10.2012Jan Gottstein/ Customer Experience Management @ Telekom Deutschland
Deutsche Telekom profile.
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323.10.2012Jan Gottstein/ Customer Experience Management @ Telekom Deutschland
Telekom Deutschland, Germany - profile.
35 m
mobile customers
Leading (V) DSL-provider in Germany
EUR 24.0 bn
revenue
EUR 9.6 bn Ebitda76,028 employees97,522 employees
(incl. Headquarters/GHS)
1.8 m IPTV customers12 m
broadband
connections
Data basis financial figures: DT annual report 2011
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423.10.2012Jan Gottstein/ Customer Experience Management @ Telekom Deutschland
Deutsche Telekom Transformation.
Transformation
From
a state-owned
telecommunications
company
to a service provider:
My First Choice for
Connected Life and Work
for customers
Transformation
8/13/2019 Changing the Customer Experience CEM in Practice at Deutsche Telekom
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523.10.2012Jan Gottstein/ Customer Experience Management @ Telekom Deutschland 5
Our strategy.
Seamless
connectivity
for theGigabit Society
Secure cloud
solutions
More innovation
by co-operation
Best-in-class
customer
experience
My First Choice
for
Connected
Life and Work
8/13/2019 Changing the Customer Experience CEM in Practice at Deutsche Telekom
6/14623.10.2012Jan Gottstein/ Customer Experience Management @ Telekom Deutschland
The voice of the customer builds the basis for our actions.Customer
feedback
system
Telekom Deutschland
TRI*M Processtracking Product
loyaltyACCI
Content Process experience Touchpoint experienceCustomer loyalty overall Product loyalty
ualitative driver study customer loyaltyCritical Incident Technique
In depth
interviews
biannually
When surveyedWithin
2 weeks
of process end
Within
48 hours
after contact3-4x p.a. 3-4x p.a.
8/13/2019 Changing the Customer Experience CEM in Practice at Deutsche Telekom
7/14723.10.2012Jan Gottstein/ Customer Experience Management @ Telekom Deutschland
Basic understanding of customer loyalty in Telcos.
Basic understanding
of customer
loyalty
Customer
trust
as
advance
payment
As customer
I become
dependant in a trusting
relationship upon
my
telco.
Expected
service
in return
Conversely
my
telco
should
not
let
me
feel
my
dependancy upon
it, give
me
the
feeling
that
I am at the
center of ist interests
and
protect
me
from
disruptions
an entrapments.
8/13/2019 Changing the Customer Experience CEM in Practice at Deutsche Telekom
8/14823.10.2012Jan Gottstein/ Customer Experience Management @ Telekom Deutschland
Customer experience in the telecommunication industry encompasses
more
than
touchpoint
interaction.
We
meet
customer
expectations
by
continuing
to invest
into
our
networkWe
meet
customer
expectations
by
continuing
to invest
into
our
network
We
continue
to develop
our
offers
for
connected
life and work
with
best user
experience
to set
us
apart from
competition
We
continue
to develop
our
offers
for
connected
life and work
with
best user
experience
to set
us
apart from
competition
We
ensure
best service
for
our
customers
and offer
innovative service
conceptsWe
ensure
best service
for
our
customers
and offer
innovative service
concepts
Best
Products
Best
Service
Motivated employees and lean, efficient processes designed with customerexperience principles
ensure
high customer
satisfaction
Motivated
employees
and lean, efficient
processes
designed
with
customer
experience
principles
ensure
high customer
satisfaction
Process
Excellence
Best
Networks
8/13/2019 Changing the Customer Experience CEM in Practice at Deutsche Telekom
9/14923.10.2012Jan Gottstein/ Customer Experience Management @ Telekom Deutschland
User centric product development ensures high quality products
that
adress
the
needs
of customers.
Best
Products
UX-goals
Define 2-3 usabilitygoals max.
Whats missing?
How are needschanging?
Flexible
developmentin small
teams
Include all
relevant
departments
Responsible for
E2E development
Best User
ExperienceAccept only best
solutions
Resist time-to-
market pressureteration
EarlyUX-
TestingUsability tests
during develop-
ment, include
customers
NeedsWishes
Observation as basis
for idea creation
Trial & Error as
option
deacreation
Everydayannoyances
8/13/2019 Changing the Customer Experience CEM in Practice at Deutsche Telekom
10/141023.10.2012Jan Gottstein/ Customer Experience Management @ Telekom Deutschland
Telekom has invested to create the best mobile network inGermany and employs
state-of-the-art
monitoring
systems
to ensure best customer experience.Best
Networks
The CEM application Touchpoint
allows Telekom to monitor the Serviceperformance from a customer point ofview in real-time (near time).
8/13/2019 Changing the Customer Experience CEM in Practice at Deutsche Telekom
11/141123.10.2012Jan Gottstein/ Customer Experience Management @ Telekom Deutschland
Telekom service agents are key to creating our customer experience. BestService
8/13/2019 Changing the Customer Experience CEM in Practice at Deutsche Telekom
12/141223.10.2012Jan Gottstein/ Customer Experience Management @ Telekom Deutschland
Contact
experience
vs. process
experience
Improving customer process experience at TelekomDeutschland is
major
goal
in the
next
years.
0
Place order
in shop
Further
questions incall center
Delivery process
Delivery
technical
serviceOverall
Customer
Experience
illustrativeillu
strative
CustomerSatisfaction
Contact
survey
Contact
survey
Process surveyProcess survey
Process
Excellence
8/13/2019 Changing the Customer Experience CEM in Practice at Deutsche Telekom
13/141323.10.2012Jan Gottstein/ Customer Experience Management @ Telekom Deutschland
CEM isnt only a strategy, but daily hard work.
Know what customers really need and want. Always have the vision of an optimal customer experience when youstart designing an offer, product or service. Successful CEM measures need management support and excellentco-operation throughout the company.
Optimal CEM balances customers
and companies
financial interests.
Customer experience is a question of leadership.
Success factors for CEM at DT
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