presentation 144
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http://www.forumdavos.com/uploads/presentations/presentation_144.pdfTRANSCRIPT
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What Influences trust in a brand:
Communications vs Customer
Experience
Subho Mukherjee
World Communications Forum Davos, March 11th 2015
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The truth in the communications service provider industry today
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Communication about mobile telephony is all around us
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Advertising & marketing costs to acquire new subscribers are increasing -in US over $300 for a single subscribers. -In India operators spend $2 billion/ year
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But are the consumers impressed?
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What really get mobile telecom consumers loyal A Customer Experience worth remembering
40% thinks they should
leave their operator
Loyalty leaders excelling in
network and service quality
41% think an operator must offer excellent network quality even if it cost more
Messaging and internet service quality continues to be important to subscribers with 60% having problems with data usage
Retention drivers
Customer
care
Service
& device
portfolio
Cost &
billing
Network
& service
quality
12
29
44
15
Source: Nokia 2014 Acquisition and Retention Study across ~12,000 interviews in 11 countries
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Reflecting on challenges of communication vs longevity of customer
experience
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Story of Nokia mobile phones in India
dichotomy of market share vs. trust in brand
2008 2010 2012 2014 2015
Market
share
in %
10%
32.9% 54%
56.2%
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1871 1965 1987 1992 2006
A long history of successful change
2014
HERE
Nokia Technologies
Nokia Networks
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US UK
China
The challenge of brand communication
Reliability and quality are positive associations, but the link to mobile
phones is no longer relevant
“What four words come to mind when you think of Nokia?”
Source: Lippincott Brand Study 2014
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What builds trust in Nokia brand in today’s environment
Integrity of design and execution in mobile networks
Busan Fireworks Festival in
Korea
1 km length, 1.5 million people,
all LTE (4G) network
100% LTE network availability,
99.4% Voice over LTE calls
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Source: Nokia Networks Customer Experience Survey
Our B2B reputation continues to strengthen:
Customer perceived value is on a rising trend, and recently overtook
Ericsson
In B2B Customer Perceived Value is the strongest driver for trust
Medium Low High
Mediu
m
Low
H
igh
Cu
sto
me
r P
erc
eiv
ed
Va
lue
Relative Investment
Your
company
Competition
Features Quality Time Price Relationship
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A unique moment of opportunity