Changing the Customer Experience

CEM in practice at Deutsche Telekom

Jan Gottstein Head of Quality and Customer Satisfaction, Telekom Deutschland GmbH London, October 23, 2012

Deutsche Telekom profile.

Jan Gottstein/ Customer Experience Management @ Telekom Deutschland

23.10.2012

Telekom Deutschland, Germany - profile.

35 m mobile customers
Leading (V) DSL-provider in Germany
12 m broadband connections 1.8 m IPTV customers

EUR 24.0 bn revenue EUR 9.6 bn Ebitda 76,028 employees

97,522 employees (incl. Headquarters/GHS)
Data basis financial figures: DT annual report 2011

Jan Gottstein/ Customer Experience Management @ Telekom Deutschland

23.10.2012

Deutsche Telekom Transformation.

Transformation
From a state-owned telecommunications company to a service provider: My First Choice for Connected Life and Work for customers

Jan Gottstein/ Customer Experience Management @ Telekom Deutschland

23.10.2012

Our strategy.

My First Choice for Connected Life and Work

Seamless connectivity for the Gigabit Society

More innovation by co-operation

Secure cloud solutions

Best-in-class customer experience

Jan Gottstein/ Customer Experience Management @ Telekom Deutschland

23.10.2012

The voice of the customer builds the basis for our actions.
Customer feedback system Telekom Deutschland
In depth interviews biannually

Qualitative driver study customer loyalty

Critical Incident Technique Processtracking Process experience

TRI*M Customer loyalty overall

ACCI Touchpoint experience

Product loyalty

Content

Product loyalty

When surveyed

3-4x p.a.

Within 2 weeks of process end

Within 48 hours after contact

3-4x p.a.

Jan Gottstein/ Customer Experience Management @ Telekom Deutschland

23.10.2012

Basic understanding of customer loyalty in Telcos.

Basic understanding of customer loyalty

Customer trust as advance payment As customer I become dependant in a trusting relationship upon my telco.

Expected service in return Conversely my telco should not let me feel my dependancy upon it, give me the feeling that I am at the center of ist interests and protect me from disruptions an entrapments.

Jan Gottstein/ Customer Experience Management @ Telekom Deutschland

23.10.2012

Customer experience in the telecommunication industry encompasses more than touchpoint interaction.
Best Products

We continue to develop our offers for connected life and work with best user experience to set us apart from competition

Best Service

We ensure best service for our customers and offer innovative service concepts
Best Networks

We meet customer expectations by continuing to invest into our network

Process Excellence

Motivated employees and lean, efficient processes designed with customer experience principles ensure high customer satisfaction

Jan Gottstein/ Customer Experience Management @ Telekom Deutschland

23.10.2012

User centric product development ensures high quality products that adress the needs of customers.

Best Products

Observation as basis UX-goals Flexible Early UXBest User for idea creation Experience Define 2-3 usability development Testing in small goals max. Usability tests Accept only best teams Wishes during develop- solutions
Needs
Everyday annoyances
Whats missing? How are needs changing? Idea creation ment, include Include all customers relevant departments Iteration Responsible for E2E development Trial & Error as option Resist time-tomarket pressure

Jan Gottstein/ Customer Experience Management @ Telekom Deutschland

23.10.2012

Telekom has invested to create the best mobile network in Germany and employs state-of-the-art monitoring systems to ensure best customer experience.

Best Networks

The CEM application Touchpoint allows Telekom to monitor the Service performance from a customer point of view in real-time (near time).

Jan Gottstein/ Customer Experience Management @ Telekom Deutschland

23.10.2012

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Telekom service agents are key to creating our customer experience.

Best Service

Jan Gottstein/ Customer Experience Management @ Telekom Deutschland

23.10.2012

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Improving customer process experience at Telekom Deutschland is major goal in the next years.
Contact experience vs. process experience
Further questions in call center Place order in shop Delivery technical service Overall Customer Experience

Process Excellence

ilil lu ss trtr aa titi vv ee lu

Contact survey Process survey

C ustom er Satisfaction

Delivery process

Jan Gottstein/ Customer Experience Management @ Telekom Deutschland

23.10.2012

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Success factors for CEM at DT

CEM isnt only a strategy, but daily hard work. Know what customers really need and want. Always have the vision of an optimal customer experience when you start designing an offer, product or service. Successful CEM measures need management support and excellent co-operation throughout the company. Optimal CEM balances customers and companies financial interests. Customer experience is a question of leadership.

Jan Gottstein/ Customer Experience Management @ Telekom Deutschland

23.10.2012

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Hope you have a good time!