driving customer centricity through digital transformation · promoter mining universal agent tech...

© 2018 TM Forum | 1

Driving Customer Centricity Through Digital Transformation

Sandra De Zoysa

Chief Customer Officer, Dialog Axiata PLC

© 2018 TM Forum | 2

Defining the CEx,

including touchpoints, pain points and MoTs

Providing capabilities and solutions to support

CEx operations so that interactions with customers and

changes to their services happen in real time

Empowering customers to

migrate to preferred digital channels for care

Creating the kind of experience

customers expect from a Digital Company

1

2

3

4

2018 TM Forum I 2

© 2018 TM Forum | 3

Subscriber base of 320 million

Operations in 10 Countries

Revenue of RM 21.6 Bn (US$ 5.4 Bn)

Employees 25000 +

One of the leading telecommunications groups in Asia with controlling interest in mobile operators across the region

Frost & Sullivan’s Best Telecoms Group for the 6th

consecutive year

Market Leader for over a decade with quad play and digital services

Winner of SLIM Nielson Peoples Choice Award for 5 consecutive years

Telecom Service Provider of the year for 7 consecutive years

Internet Service Provider of the year for 6 consecutive Year

Subscriber base of 12.4 Million

NPS Leader for 3 Consecutive years with 8pp lead

Employees 3000+

About Us…

2018 TM Forum I 3

Dialog Market Share 44.2%

Smart Phone Penetration 53.2%

Data Penetration 54.7%

Prepaid Base 89%

*Ookla report March’18

© 2018 TM Forum | 4

Defining the CEx,

including touchpoints, pain points and MoTs

1

2018 TM Forum I 4

© 2018 TM Forum | 5

84% of Customers believe that getting

the right outcome is more important

than being able to select the preferred

channel Source: COPC Inc

FutureChannels

PhysicalChannels

EmergingChannels

DigitalChannels

TraditionalChannels

Customer

Organisation

Channel Convolution

© 2018 TM Forum | 6

Customer perception on ease of resolving issues with Brands across channels

56% 52%46%

40%

25% 24%

14%8% 20% 27%

31% 37%

30%40%

34% 33%44% 39%

Easier More Difficult About Same

SOCIAL MEDIA ONLINE VIDEO CHAT

EMAIL MOBILE/APPCHAT/SMS

IN PERSON PHONE

How Are We Handling Different Channels?

Digital Channels

Source: COPC Inc

© 2018 TM Forum | 7

Satisfactory touchpoint/episode management does not necessarily add up to a great Customer Experience

90 % 85 % 90 % 85% 80 %

Touchpoint satisfaction

65%

I want toresolve an issue…. Journey CX Journey NPS

Managing MoTs Vs Customer Journey

© 2018 TM Forum | 8

Our Journey analytics tool provides a data-driven approach to discover, analyze and influence CX journeys weaving together interaction touchpoints across multiple channels to connect millions of journeys. This enables us to uncover opportunities by engaging CXs at key pain points and deliver contextual service offerings by design.

Customer Journey Visualisation

strategic action0.33 %21 % Continuous

improvement

77% Corrective action 2% Immediate response

© 2018 TM Forum | 9

Creating the kind of experience

customers expect from aDigital Company

2

2018 TM Forum I 9

© 2018 TM Forum | 10© 2018 TM Forum | 10

Lead the Customer Experience Transformation towards a Digital Future by

humanizing digital care to fulfill consumer needs of connection,

self-expression, exploration & consumption through ubiquitous omni channel life enriching experiences

Dialog Customer Experience Vision

© 2018 TM Forum | 11

What are the drivers for digital transformation?

Customers are number 1

© 2018 TM Forum | 12

Axiata 3.0 Triple Core initiative Transforming the

existing core, Expanding the core and Acquiring new core

Hybrid ApproachTo establish Medium and short term goals

and objectives across prioritized

tracks

Baselining performance on Digital Maturity

across people, process, technology,

organization & innovation

Customer at the center of the entire journey of all

re-engineering to ensure DX by design

Managing CEx through Digital Transformation

© 2018 TM Forum | 13

Serious barriers to digital transformation …

© 2018 TM Forum | 14

Difficulty in delivering a seamless,

consistent and superior customer experience across multiple channels

Integrating existing channels or adding new touchpoints

(i.e. mobile)Operational

performance issues (poor CSAT,

high costs, etc.)

Increased complexity of

issues handled through multiple

channels (i.e. specially social

care )

1

2

3

4

4 Common Challenges

2018 TM Forum I 12

© 2018 TM Forum | 15

NPS programme

CMMI L5

Retail Footprint Expansion

IVR, USSD

Enhancement of Traditional Channels

SFH Programme

Self-Care AppIntegrated retail & online store

1:1 Loyalty

Crowd Support

Social Customer Care

In-Store Engagement

Gadgatization

Gamification KM Smart Search

Loyalty 3.0

Contact Centre Optimization

Digitization

Intelligence

CRM - Single View

Unified Billing

SM Sentiment Tool

Integrated POS

Self care AppLMS / Zenhance App

Big Data Analytics ToolNPS intuitive & Predictive Tool

POSM

AIU Operationalization

My Dialog

Unified Credit

SM Chabot

AI bot / KM integration

Retail mPOS App

Advance Biometric Security

Universal AgentPromoter Mining

Tech Roadshow

Service ConciergeNFC & D-Beacon

Cx

Challenge : Transition from Multichannel support to Omni-channel Cx engagement & experience

Ux Design

Single Wallet

Universal Agent App

Video/Voice Chabot

Next Best Offer Engine

Real time Offer fulfilment

Multi lingual campaign capabilities

360°ViewReal-time reports

Segment Of One

© 2018 TM Forum | 16

Providing capabilities and solutions to support

CEx operations so that interactions with customers and

changes to their services happen in real time

3

2018 TM Forum I 3

© 2018 TM Forum | 17

Omni Channel UI/UX

Open API Core

Micro Services

BSS OSS

Machine Learning

Real-Time Data feed

DynamicRPA

Carrier Giga Bit

LTE NFV SDN

Hyper Broadband

& Video5G Ready

Network Modernisation

IT Modernisation

Data Analytics& Intelligence

Backoffice A2C O2ADigitalisation

B2C T2R

Process Simplification

CExPeople &

OrgDigitalCentricity

Segmentation

#1 Digital CEx in Sri

Lanka

Aggregation

Modernisation Modernisation

Dialog Digital Transformation Framework

© 2018 TM Forum | 18

A2C O2A

B2C T2R

New Product

DevelopmentSales Channel

Management

Revenue

Assurance

Incident

Resolution &

Prevention

Mgmt.

Bill Generation

to Cash &

recovery

Sales to fulfilment

Issue to

Resolution with

higher FCR

GTM strategy &

revenue enhancement

Customer Centric Process Simplification Tracks

2018 TM Forum I 16

© 2018 TM Forum | 19

IT Modernisation Journey

Building digital services atop Telco stack is prohibitively expensive and time consuming

Channel

Integrationchannel integration layer

IVR/App/Web/SMS/USSD/

Shop

Digital

Micro ServicesNew Digital Services live here

in a Micro Services

cloud/Virtual InfraDigital Bridge

Customer Experience (UXD, Track Cx Journey, Single view of experience)

MIFE API Management Engine covering entire IT Infra

Current CoreBILLING CRM OCS VAS POSDW

H

Infrastructure

SMSC DTV 4G IVRUSS

D

ER

P

SMS

C

Digital Services

Are created

As Micro Services

In Virtual/cloud

infra

The Telco Core

Exposed via an

Internal API Market

Place

Analytics at

Center of

Architecture

100s of Micro

Services developed

on private or public

clouds

700+ attributes per Cx

NBO engine in operation

Analytics employed in campaigns

11 channels integrated!

Continue to harmonize the product dev

process across channels

© 2018 TM Forum | 20

IT Modernisation – end state

USER EXPERIENCE

DIGITAL E -COMMERCE

DIGITAL MARKETING

CRM

DATA & ANALYTICS

BUSINESS PROCESS & ORCHESTRATION

LEGACY SYSTEMS

IDENTITY & USER LIFE CYCLE MANAGEMENT

© 2018 TM Forum | 21

DIGITAL PROCESSES

Back office Automation, RPA,

Workflow Automation to improve

Employee Experience

DIGITAL KNOW-HOW

Managing Vision & Innovation

Talent Management

Knowledge Management - Zenhance

Analytical Tools - Jira, Tableau

LMS - Lynda, Zen life

People & Culture Transformation

2018 TM Forum I 18

CREATING A MODERN, AGILE & DIGITAL

ORGANISATION

Human Capital Management

Task Driven Agile Matrix Org Structure

Co - Creation and Crowdsourcing

DIGITAL CULTURE

Test-and-Learn Culture

Data-driven Decision Making

Digital Jam for employee collaboration and engagement

Digital Engagement Tools - Dnet,FB Workplace and Yammer

© 2018 TM Forum | 23

HumanAssisted

DigitalTraditional Automated

20%

10%

8%

78%

76%

62%

2%

14%

30%

2016

2017

2018

Physical to Digital (Phygital) Adaptation at Dialog

© 2018 TM Forum | 24

Examples of Tangible Outcomes from DX Programme

✓ 650K Monthly Unique Users

✓ Monthly 1.3 Million Sessions

Retail Store sales on

App USD 32K savings

Gamification for

CX engagement

USD 2.7Mn collection via

instore payment Kiosks

USD 25K savings due

to Digital POSM

Total Per Day unique

interactions

Bill inquiries Bot + Live assisted

22,000+ 38 13% 58% 10%

Daily Bot interactions

48%

Smart phone Penetration

14Mn

Monthly Screen Views

Avg 2 ½ Mins

Time Spent on APP

NPS score has increased from

-24% to +14%.

© 2018 TM Forum | 25

Applicable.350+QUAD & digital Cx

use cases enabled across traditional and digital Cx

interfaces for consumption

Available.Cx access enabled across a

channel inclusive environment for customers to choose their preferred mode of interaction

Affordable.Access enabled Free, No data charges for App usage alongside incentives to Cx’s for

encouraging digital interactions

Affinity.Loyalty & Rewards for Cx’s

driving stickiness based on preferredchannel

Dialog 4A Strategy for Customer Transition to Digital

driving customer centricity through digital transformation · promoter mining universal agent tech...

Documents