Measuring, managing and operating the end-to-end customer experience in the age of the empowered customer

What is Customer Experience

Deepening the RELATIONSHIP with CUSTOMERS

-Building Empowering Relationships-

Building Empowering Relationships means: about therelationship arepassionate We

Building Empowering Relationships means: understanding Customerneeds are relentlessabout we

Building Empowering Relationships means: choice in customers’hands placepower of we

Building Empowering Relationships means: that wecare CustomersTrust Our

Building Empowering Relationships means: relationships notMSISDNs our customers as We treat

How do we Operate Manage Measure Empowering relationship

Delivering Unmatched Experience Driving Process and Product Improvements Gathering Data Fixing Problems 03 80s 90s 00s NOW Operating CEx Evolution of Customer Service into Customer Exeprience

†Understanding The Customer †Managing The Customer †Designing Good service experience for the Customer †Delivering Right the Experience to the Right Segment Delivering Unmatched Experience Operating CEx

03 Managing CEx

03 Managing CEx

Knowledge Areas: Language skills (content and interaction) Knowledge Areas: Language skills (content and interaction) Capability Areas: Complaint Troubleshooting Capability Areas: Complaint Troubleshooting Trusted, Tech-Savvy; Trendy; Friendly. High Low Desired Behaviour High Desired Skill Behaviour Areas: Positive and Dynamic We are a Team! We are our Brand! We are our Customers! We are all Salespeople! The right Staff Frame Managing CEx

Net Promoter Score Customer Satisfaction Survey First Call Resolution Average Wait Time Number of times Repurchase Managing CEx

-Do you think these KPIs gives truth Picture of measurement of Customer Empowerment?-

- Measuring of CUSTOMER EFFORT - How Easy was it for the Customer to.. Know about the Service Access the Service Purchase the Service Connecting to the You Repurchase Radio Ad Web Page Billboard Silent Salesmen TVC IVR Web Page USSD Home Delivery POS Call Centre 3 rd party Vendors Cheque Mobile Money Bank Transfer Direct Debit Via Top up Cards Visa Others Plug and Play Detail Guideline Instant or Weeks Waiting List?? Not Available?? Auto repurchase???

- Measuring of CUSTOMER EFFORT by Segments - Spend Tenure Status

Secure your revenue. Recover potentially lost customers. Engage existing customers as a sustainable engine for growth. Reduce the costs of new customer acquisition Engage employees. Reduce staff turnover and cost of hiring. Reduce the cost of customer and employee feedback infrastructure. Benefits of structured CEx

Thank you Stephen Essien Head, Customer Operations Tigo Ghana