changing the customer experience cem in practice at deutsche telekom

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


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223.10.2012Jan Gottstein/ Customer Experience Management @ Telekom Deutschland

Deutsche Telekom profile.


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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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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


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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


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.



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.



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



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



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).



Telekom service agents are key to creating our customer experience. BestService



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



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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Hope you have a good time!

changing the customer experience cem in practice at deutsche telekom

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