Oleg Koss CEM conference 2015 v3 - English
Transcript of Oleg Koss CEM conference 2015 v3 - English
I love people
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Me – Oleg Koss
• Engineer in telecommunications & MBA
• Telecom experience since 2006
• Worked in Sales, Marketing and New product development
• Fixed & mobile operators, leaders and challengers
• Head of СЕМ in Kyivstar since Dec 2014
• I love people
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Ukraine
• At war
• Annual GDP per capita: $2081USD
• Inflation: 38% (2015)
• Currency devaluation: 8 UAH/USD to 23 UAH/USD (2014-1015)
• Annual interest rate: 27%
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Telecom Market
• 3 operators, prepaid
• ARPU: $1,8USD
• Monthly churn: 1,8%
• Average NPS on the market – above 20%
• No MNP
• 94% onnet traffic
• National UMTS licenses granted this year
Fix poor experience
Customer centric culture
New product launch
Key journeys re-design
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Bottom-up NPS!
Interaction
• Call centre
• Retail
• Usage
Survey
• CSAT
• CES
• NPS
• Verbatim
Alert
• Low CSAT, NPS
• Actionable comment
Call back
• Solve issue
• Learn about problem
• Have a solution
Fix
• Supervisor
• Marketing
• Engineer
• Director
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Success factors
quality & quantity
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Why quantity?
Business impactSize the issue Priority
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How many?
• 100+ responses per each frontline employee
• 1000+ responses/period per product/service
• 1000+ responses/period per region
• > 1 000 000 responses this year!
• We analyze absolute relative figures!
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What is “quality”?
• In-depth interview, not simple query
• True insight, not generally accepted answer
• Not only “ description of pain”, but also prescription on how to solve the issue
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How to achieve quality?
Recruiting
• What would you change?
• How to make a customer happier?
Development
• Describe business logic
• Provide regular feedback
• Take them “back to the roots”
Motivation
• Solve problems
• Bring positive emotions
• Lead from the front
How to get management buy-in?
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Rationale: money
Start with NPS
champions
Show early results. Money
Ask for money
ProveNPS - $$$ relation
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Emotion: involvement
Touch hot topics
Tell the jokeIntroduce to
clientPraise
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Avoid pitfalls
• This is a marathon, not sprint
• Ask open questions
• Do not solve tactical issues
• Present robust data
• Work on the quality of insights