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