Customer Directed Transformation - Pilot
2016.12.31   |   30 pages   |   Customer Experience and Connection

Author:
Jon Newman


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NPS is used as a KPI by many MNOs to judge their customers’ loyalty and how it is moving  

  • At the AGM, improvements in the NPS number are often reported as proof of enhanced performance
  • The number has been effectively correlated with business performance, so analysts and investors take note when considering the viability of an MNO 

However, NPS is a result rather than a lever, a more direct and informative connection between top management and the customer is needed to direct management and strategy (so NPS improvement can be achieved)

  • While the NPS number has been shown to correlate with commercial success, the propensity of a customer to recommend a company, product or service to a friend or colleague is actually a result of the interaction of complex attitudes, beliefs, feelings and experience
  • Understanding of the fine detail is required to ensure optimum direction  

The Customer Directed Transformation methodology provides a benchmark of the sentiment of the base (in comparison with other players) and then builds on this to deliver useful insight into specific pain points and opportunities to cross- and upsell

  • MNOs that wish to improve profitability by protecting existing revenues, reducing churn and unlocking new revenue streams, should consider the CDT approach as the foundation of a customer-centric transformation

 

Companies: Anonymised

Countries: Europe

Keywords: Benchmarks, Tailoring, Trust, Customer directed transformation, Net Promoter Score, Detractors, Transparency, Customer engagement, Service opportunities, Customer satisfaction, Churn, Third party channels, NPS, Disruption, Customer experience, Customer support,

No.

Section

Slide

1

Overview

2

2

Introduction

4

3

Rationale and Methodology

7

4

Pilot Sentiment Profiles

11

5

Customer Inputs

20

6

Analysis of Pain Points and Development Opportunities

25

7

Recommendations to MNO 1

28

 

 

 

A

Appendix (Feedback)

 

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A valuable program, differentiated by its best practice case study approach. Many external providers supply regular updates on MNO KPIs, but it's how operators are approaching these issues we want to know about Orange Group
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