CEM London 27 Jan 2016 - Jan Heyens
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Transcript of CEM London 27 Jan 2016 - Jan Heyens
Customer Experience Management Congress London – January 2016How Mobistar is moving from a sales-centric to a service centric retail modelDirector Retail Transformation @jan_heyens – jan heyens
• 150 shops same concept• 100 agent operated – 50 owned • 10m² – 120 m² but average 55m²• Average staff 2.7 FTE• Mobile + smartphones +
accessories
The
starting
point
My 5 objectivesof shop refit
Cheaper, more efficient shops
From Agent to Franchising
Timing & FTE
• -15 shops but bigger• FTE optimized• revenues• indoor coverage• maintenance• New IT infrastructure
• Same cash register • New contract with
SLA
• 4 shops/week• 10 FTE + contractors
Better IT example : cable patching
Shop rationalization example : Antwerp from 3 to 2 shops
M*center Meir 90m²
M*center Keyserlei 37m²
M*center Meir 37m²
7
Before
But bigger store than before
After
“Jan,I know you can do it and remember the
quote…”
“The Antwerp store sure changed the way I looked at things”
DigitalCustomer experience
Cheaper, more efficient shops
From Agent to Franchising
Timing & FTE
Customer experience
The (digital) shop The staff Handset service
Customer experience
What did we change inside the shop ?
Clearer signage on the walls : Before
Clearer signage on the walls : After
Clearer signage on the islands : Before
Clearer signage on the islands : After
Meeting the customer
before after
Nespresso & handset memory copy/paste & loan phones
21
New shop segmentationCharacteristi
cs3 Concept
Stores150 old concept M*center
135 @MobistarNew concept
Size 240m² 55m³ (average) 60m²Sales
Staffing 8 2 à 3 3
Accessories 500 200 250
Live Handsets
Yes & 5 extra high
endNo 14 + 6 tablets
B2B expert point Yes In 7 shops In 40 shops
Repair desk Yes No In 5 shopsCustomer
care Yes No NoDigital shop Yes No Yes
What did we change with shop staff ?
I feel welcomeAs a client, how do I feel about how I was welcomed in @Mobistar, personalized, caring, “I feel very much welcome”
I explore I discover @Mobistar, at ease, I test digital components, I discover smartphones I can test live, I receive help from a sales advisor while I’m walking around in the shop
I feel uniqueI feel unique, the sales advisor discovers my specific needs in my unique situation. The questions are targeted according to my situation/needs and my wishes
I buy / I joinI’m satisfied by my purchase, the solution offered is tailor-made according to my expectations. There is an added value for me.
I feel caredI feel cuddled up, the advisor is taking care of me, explains and is preparing me regarding my purchase, the advisor gives me details on the aftersales services, the “Finishing Touch”
I enjoyI’m delighted! Enthusiastic while stepping out of @Mobistar. I’d advise to go to Mobistar: Unimpaired service and purchase! Level of satisfaction better than anything!
What did we change through Digital?
Pricing is digital
Digital Signage outside
Digital Signage inside
Click & reserve
Handset selection is like in a webshop and top handsets are live devices
29
Lessons learned
39
45
5250
44
4953
48
52
59 60 59
5558
56
61 61 61
54
64
30
40
50
60
70
80
Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15
Handset Buyer Linear (Handset Buyer)
NPS handset buyers Product stable so WHAT changed ?
Digital experience ?
Nespresso machines ?
Nespresso machine
Or the champagne ?
New staff ?
Customer incentives ?
The shop The staff Handset service
NPS drivers
70% 20%10%
It was the staff !
The shop The staff Handset service
70% 20%10%
Attitude Waiting time Competence
40% 10% 20%
What do Detractors talk about ?
LESSON 1 :
“70% of what a shopper remembers when he leaves your
shop is what feeling the sales person gave him”
Exceptions confirm the rule
LESSON 2 :
“70% of shop digital experience investments fail or have longer
ROI. How do you know it will work ? :
Listen/observe the customer”
Self serviceHigh frequency visits
Self serviceAsia / UK / US
20X
Aided serviceBelgium
QueuingHigh frequency visits/shopping malls or ..
BeaconsBig shops
<
LESSON 3 :
“NPS scores are a start but Mystery shopping and verbatims
make it actionable”
LESSON 4 :
“Sales & care will stay a delicate balance but company culture is
key ingredient”
Sales 60%
Info/Care 40%
< 2010
Sales 35%
Info/Care/Omnichannel
65%
Now
Sales 25%
Info/Care/ Omnichannel
75%
2020
Shop’s role at “old” telco
Sales acts 20%
NPS 10%
Fix salary 70%Fix salary
Mobistar > 2013
Leading shoes retail chain
with super NPS
Sales acts 35%
Fix salary 65%
Mobistar < 2013
X-mas periodAverage Slow period
Sales acts 20%
NPS 10%
Fix salary 70%
Sales acts
NPS
Fix salary
Sales acts
NPS
Fix salary
CONCLUSION : Shift from sales to CE
1.Staff = Nr 1 asset
2.Digital in the shop < omnichannel
3.Remunerated NPS + verbatims + mystery shopping + hiring criteria :
°culture change