Demonstrating the benefits of a Customer Experience strategy & the ROI of customer centricity

Presented by: Darren Choo, AVP Social CRM, Marketing, StarHub, Singapore

@bluefirefly2359

Full Quad-Play: One-stop shop for customers

Mobile Pay TV

NetworkBroadband

Pay TV

Pay TVHubbing

1st Fully Integrated Operator in Singapore since 2000

Demonstrating the benefits of a Customer Experience strategy & the ROI of customer centricity

Examining the correlation between customer centricity and return on investment through managing customers’ experience Highlighting the benefits of transitioning to a customer-centric culture and organization Understanding how to embed customer centricity into your business strategyOvercoming resistance and barriers to the adoption of a customer-centric culture and organizationQuantifying the return on investment from adopting a holistic, customer-centric approach

Telcos : the worst customer experience

CSISG Survey 2013 - http://ises.smu.edu.sg/csisg/scores-rankings/scores-comparison-csisg

Have you been through these?

Advocacy – the holy grail

Do Telcos ever get advocates & loyalists?

Yes, it happened!

Best Use of Brand Advocacy - Gold

Yes, it happened again!

Excellence in Loyalty Marketing Award

No. 1 Socially Devoted Brand in S’pore

What is Socially Devoted?• The company creates an

open line of communication with fans

• The company responds to as many fan posts as possible

• The company responds in a timely fashion

Most Socially Devoted Brand - StarHub

StarHub won Best Brand Award

Operator of the Year award & Best Brand award 2013

StarHub 1st in Brand Equity Studies

Customer Centricity & StarHub

No. 1 in Glassdoor Employee Reviews

Customer Centricity starts with employees

Our Competitors’ ratings in

Customer Centricity is knowing the new digital customer with the latest MR tools

mobile

RESEARCHACCOMPANIED SHOPPING

UX Behavioral Economics&

Neuroscience

Soci

al

Ethn

ogra

phy

Info

grap

hics

In-House DIY

Heur

istics

Gamification

Qual Quant

Blogging

Super users & Influencers Co-Creation

CRM

Moment of

Truth

Real

Tim

e

Emoti

ons

Onl

ine

Polls

& F

OCU

S GR

OU

PS

Faci

al

REC

OGN

ITIO

N

Customer Centricity is knowing the new digital customer

Causes: Broadband, Social Media & Smart Phones

Prefers not to call the call centre, but self serve

Demands for more content and not just

an ad

Prefers peer support and

reviews

Vocal and wants open

dialogue with company

Customer Centricity is knowing the new digital customer

Customer Centricity through Self Service

Postpaid

23.8%Self-service

76.2%Agent assisted

Y2011

51.9%Self-service

48.1%Agent assisted

Y2013

Versus Agent Assisted

Mobile App

Web

IVR1H 2011 2H 2011 1H 2012 2H 2012 Q1 2013 Apr 2013 May 2013 Jun 2013 Jul 20130%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

66%55%

39%22% 19% 16% 14% 13% 13%

13%

8%

6%

3%3%

2% 2% 2% 2%

21%

19%

17%

12%10%

7% 8% 7% 5%

18%

38%

63% 68% 75% 76% 78% 80%

By Channels

SMS

Being where

Customer Centricity through Self Service

Customer Centricity – Other Common Tools

NPS Systems Recommendation Engines

Customer Lifecycle & Value Management Customer Experience Management

Customer Centricity through SCRM

StarHub’s Social CRM Journey

Social Support & Marketing

Customer Centricity through Social CRM

Social Listening

Social Media Crisis

Handling

Hub

Social Media Task Force 2012

2

34

1

StarHub Community

Oct 2012

5

Where are you in Social CRM journey?

First to launch Lithium Brand Nation in S’pore

Reached more than 800K and has 15K members

Is it mere noise or something else?

Customer Centricity is Listening

Google search on 1 Nov 2013

Facebook post is in April and you can’t search for the latest post…so you may start a new one…and the voice is dispersed…making it mere noise

Customer Centricity is Listening

Customer Centricity through Laser Focus on what Customer Cares about

On Community, a thread with 13 pages cannot be ignored, sending a strong signal to management

Customers can easily locate the latest post and the response.

Vocal and wants open

dialogue with company

Incorporation of VOC feedback into decision making across departments & executive level

What will our customers say if we do this?

Creation of customer generated content marketing and word-of-mouth that are authentic and effective, generating SEO benefits

Content Marketing - UGC and PGC Blogs

Prefers peer support and

reviews

Community Knowledge Base that promotes self help

Demands for more content and not just

an ad

Prefers not to call the call centre, but self serve

Customer Centricity ROI

Effective self service & social support that taps expertise across customer base & employees

Reduces customer care costsN = 1700

Improves Customer Loyalty and Brand Perception

N = 2,394 Unique entries; 31% have not read

90% of those who read the forums regarding customer queries and solutions are more likely to subscribe or resubscribe to StarHub with this additional way to get their customer service queries answered

Even for those who have NOT

read the forums, 70% are more likely to subscribe or resubscribe to StarHub with this additional way to get their customer service queries answered

Social ROI – Acquisition & Retention benefits

Improves Customer Loyalty and Brand Perception

N = 2,394 Unique entries 37% have not read

91% of those who have read any product reviews and user experiences such as blog articles and forum posts on StarHub Community are more likely to subscribe or resubscribe to StarHub with this additional way of getting information

Even for those who have NOT read the product reviews and user experiences such as blog articles and

forum posts , 62% are more likely to subscribe or resubscribe to StarHub with this additional way of getting information

Social ROI – Acquisition & Retention benefits

Improves Customer Loyalty and Brand Perception

N = 2,394 Unique entries 37% have not read

83% feel the brand is more

transparent now with StarHub Community

Social ROI – Better Brand Equity

86% feel the brand is more

trustworthy now with StarHub Community

86% see StarHub as a better brand as a result of StarHub Community

35

Call Volume

Wait Time(Customer)

Self Help(Successful)

Benchmarkagainst Y2011

32% 70% 250%Jan 13 – Jul 13

02 Jan 2009: S$1.95

Source: limtan.com.sg as at 22-08-2013 5:04 PM

22 Aug 2013: S$4.19

Listed on the main board of SGX-ST on 13 October 2004

Source: sg.finance.yahoo.com as at 23-08-2013 6PM

StarHub (CC3)

Straits Time Index

ROI on Customer Centricity

Crown Jewel of Customer Centricity: Brand Advocates

Advocacy in Action – Defender

Digital Graffiti

Digital Graffiti

Advocacy in Action – Mediator

Digital Graffiti

Advocacy in Action – Counter Terrorist

Digital Graffiti

Advocacy in Action – Shock Absorber

Digital Graffiti

Advocacy in Action – Unpaid Salesman

The Lighter Side of Customer Centricity

Customer Centricity is Edutainment

Customer Centricity is being Inclusive

Golden Gurus

Total number of unique visitors 6,542

Total number of new posts generated 912

Total number of page views 21,248

Total cost of EDMs, banner, etc. $1,699

Active aging hackathon (part 1)

Total number of unique visitors 2,630Total number of ideas generated 96Total number of votes generated (likes) 2,317Total cost of sponsorship, EDMs, banner, etc. $10,693

Active aging hackathon (part 2)

Total number of unique visitors 535Total number of ideas generated 15Total number of votes generated (likes) 410Total cost of prizes, EDMs, banner, etc. $1,202

Customer Centricity is letting your voice count

Pre-Hackathon Crowdsourcing Ideas 2,036 Votes

90 Ideas

Post-Hackathon Ideas Voting

Crowdsourcing Ideas; Seniors Engagement

StarHub Golden Gurus activation `

Lady First

Total number of new posts generated 1,928Total number of page views 39,361Total cost of EDMs, blogger, prizes, briefing, banner, etc. $4,365

Customer Centricity is facilitating Social Sharing

Engagement for Female Segment

Customer Centricity is facilitating Passions

Customer Centricity is Rewarding & Entertaining

Company Branded Community is bringing back the old Kampong feeling back again

StarHub Social Hub – Mission ControlThe Demonstration of Customer Centricity

Twitter Proactivity

1.9K Retweets!>600 Favs

Twitter Proactivity

Thanks for listening!

Active aging hackathon (part 1)

Total number of unique visitors 2,630Total number of ideas generated 96Total number of votes generated (likes) 2,317Total cost of sponsorship, EDMs, banner, etc. $10,693

Active aging hackathon (part 2)

Total number of unique visitors 535Total number of ideas generated 15Total number of votes generated (likes) 410Total cost of prizes, EDMs, banner, etc. $1,202

Idea Exchange – Active Aging Hackathon

Pre-Hackathon Crowdsourcing Ideas 2,036 Votes

90 Ideas

Post-Hackathon Ideas Voting

Crowdsourcing Ideas; Seniors Engagement

StarHub Golden Gurus activation `

Beauty Brand Expert & Beauty Ambassadors

Engagement for Female Segment

StarHub Community RewardsTotal number of unique visitors 9,109Total number of new registrations 2,007

StarHub Community Jackpot Bonanza

Lady First

Total number of new posts generated 1,928Total number of page views 39,361Total cost of EDMs, blogger, prizes, briefing, banner, etc. $4,365

Forum for LadyFirstSG

And there you have it, my 11 takeaways from watching the program. 

Vsocial – Social CRM tool

Linking SCRM to CRM