Great customer experience: What’s the secret?

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An excellent customer experience is a critical part of modern business, and one that most telcos really struggle with, achieving poor customer satisfaction ratings compared to almost every other industry. We’ve looked at a sample of leading companies with high customer approval ratings in telecoms and other industries, and found surprising commonalities in their approaches to providing a great customer experience, whether in the digital or physical world. In this, the first of a series of reports, we look at what great customer service means and what it takes to deliver it.


Format: PDF filePages: 40 pagesCharts: 20Author: Robert HarrisonPublication Date: June 2017

Table of Contents

  • Executive Summary
  • Introduction
  • How important is customer centricity for telecoms operators?
  • The need for improvement
  • What does customer centricity mean for operators?
  • Customer centric networks
  • Network performance to meet user needs
  • Customer premises networks
  • Customer centric services in a digital world
  • Improving service
  • Systems integration & AI
  • All channels to look and behave the same
  • Using AI to improve customer experience
  • Customer centric service enhancements
  • Customer centric service
  • Lessons from Ritz-Carlton, a premium service
  • Cricket: US MVNO increasing NPS, cutting churn
  • TELUS: Creating, recognising and measuring success
  • TELUS performance: Measuring success

Table of Figure

  • Figure 1: Key Steps to Deliver Satisfactory and Exceptional Service
  • Figure 2: NPS Promoters, Passives & Detractors vs Churn and Lifetime Value
  • Figure 3: Lifetime Value of Promoters, Passives and Detractors
  • Figure 4: US Consumer NPS Scores for Different Industries
  • Figure 5: Average NPS for Telecommunications Operators in 9 Developed Countries
  • Figure 6: Highest Scoring Companies in US for Their Sector
  • Figure 7: Importance of criteria for choosing a mobile internet provider
  • Figure 8: MobiNEX segmentation dimensions
  • Figure 9: Mobinex H2 2016 – Average scores by country
  • Figure 10: Operator and Country Scores for Reliability and Speed
  • Figure 11: Cricket wireless tariff structure
  • Figure 12: Single customer view and omni-channel insights of CMOs
  • Figure 13: TOBi, Vodafone’s AI chatbot
  • Figure 14: Amelia functions and applications
  • Figure 15: Impact of AI on media company call handling
  • Figure 16: Change in cricket NPS score from Q3 2014 to Q3 2015
  • Figure 17: TELUS monthly churn
  • Figure 18: TELUS employee engagement
  • Figure 19: Number of complaints made to the CCTS by year
  • Figure 20: TELUS ARPU 2007 – 2016

Technologies and industry terms referenced include: AI (artificial intelligence), Churn, customer centricity, customer experience, employee engagement