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Eddie Moyce, Chief Customer Experience Management Officer, MTN

Transforming the MTN customer experience. Tim Deluca-Smith, Vice President, WDS, A Xerox Company Tim is responsible for developing and executing the marketing strategy for WDS. He’s passionate about helping clients better engage with their customers.

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Eddie Moyce, Chief Customer Experience Management Officer, MTN

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  1. Transforming the MTN customer experience Tim Deluca-Smith, Vice President, WDS, A Xerox Company Tim is responsible for developing and executing the marketing strategy for WDS. He’s passionate about helping clients better engage with their customers. Eddie Moyce, Chief Customer Experience Management Officer, MTN Eddie's role is to ensure that the operator provides best-in-class service for all subscribers; leveraging human resources and technologies to achieve this aim.

  2. Transforming the MTN customer experience …how we increased satisfaction, protected the loyalty of high-value customers and improved the customer service experience in just six months. +35pp +21pp -11pp Call Closure Rate CSAT (delighted) Percentage Point Change Call Referral Rate

  3. Africa’s fastest growing market

  4. New opportunities, new customer service challenges High Value Postpaid High Value Prepaid 26% of calls escalated 9% of calls escalated 12% asked to call back 10% asked to call back 16% of call-time spent on hold Low satisfaction 2% of calls referred to OEM 18% of calls referred to OEM

  5. From network, to brand assets • As the mobile operator community struggles to differentiate on its tangible assets, it’s turning to its brand and customer experience assets. • The role of the contact centeris changing; from cost center to customer experience “guardian”. Old World: Operational efficiency comes at the expense of a great customer experience. New World: Operational efficiency comes as a result of a great customer experience.

  6. From network, to brand assets • Satisfaction with customer support is highly influential on the customer’s overall brand perception and intent to repurchase. Delivering a poor support experience is one of the worst things a mobile brand can do. 64% of customers highly satisfied with their support experience were also highly satisfied with their operator’s overall brand Where you satisfied with your support experience? -50 +61 Brand NPS Brand NPS

  7. Don’t underestimate the value of a great support experience Impact on support interactions (volume) on repurchase Impact on support interactions (volume) on brand NPS

  8. MTN Smartphone Tool High Value Postpaid: >R500 ARPU High Value Prepaid: >R160 ARPU Empower CSRs with relevant device knowledge. Data Support Deployed across high-value customer segments.

  9. Financial Performance and CEX connection • Operational Performance • Reduce handle time • Reduce internal/external escalations • Flatten contact center structure • Reduce agent training time Improved cost-to-serve Improved Customer Lifetime Value • Improve customer experience • First call resolution + • Call duration - • High satisfaction + Improved satisfaction & loyalty

  10. A single source of truth • Upskill agents. • Real-time knowledge management. • The first local operator to launch email OTA set-up.

  11. Cost and retention benefits 34% 84% FCR in Data Support. High Value Prepaid 43% Call Closure Rate 0% CSAT (delighted) 4% 36% Call Referral Rate 22% 5% Call Closure Rate 7% 2% CSAT (delighted) 1% Call Referral Rate Tool contributed to an overall 10% reduction in AHT. 1% High Value Postpaid 18%

  12. Is great customer service enough? Or are we just measuring the success of a failure?

  13. Is great customer service enough? A customer who contacts support more than once in a six month period is x6 more likely to be at risk of switching.

  14. Is great customer service enough? Global Brand NPS = +5

  15. The big data opportunity. Incremental improvements are not enough. Focus on real-time cost avoidance. Increase responsiveness through analytics. Identify trending issues and take remedial action.

  16. About WDS, A Xerox Company Companies looking to develop their digital [customer service] strategies are finding that existing deployments are unprepared to meet the change in customer demands; lacking the data analytics, sentiment analysis or machine learning capabilities required to meet ever aggressive call deflection and customer satisfaction targets. • We make it easier for your customers to get the answers they need. • Our intelligent solutions “automate and augment” your customer service channels, driving valuable customer insight and creating more meaningful experiences. • We do this though a cognitive technology platform that continually learns from your customer care transactions to ensure that every experience is better than the last.

  17. Questions? Tim.deluca-smith@wds.co moyce_e@mtn.co.za

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