Demonstrating the benefits of a Customer Experience strategy & the ROI of customer centricity
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This document discusses how StarHub, a telecommunications company in Singapore, demonstrated the benefits of adopting a customer-centric strategy through their social customer relationship management (SCRM) initiatives. It provides examples of how StarHub used social listening, community engagement, idea crowdsourcing, and customer advocacy to improve customer loyalty, reduce costs, and increase brand perception. Metrics are presented showing the return on investment achieved through these SCRM programs in areas like call volume reduction and self-service adoption.
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Demonstrating the benefits of a Customer Experience strategy & the ROI of customer centricity
- 1. Demonstrating the benefits of a Customer Experience strategy & the ROI of customer centricity Presented by: Darren Choo, AVP Social CRM, Marketing, StarHub, Singapore @bluefirefly2359
- 2. Full Quad-Play: One-stop shop for customers Mobile Pay TV NetworkBroadband Pay TV Pay TVHubbing 1st Fully Integrated Operator in Singapore since 2000
- 3. Demonstrating the benefits of a Customer Experience strategy & the ROI of customer centricity Examining the correlation between customer centricity and return on investment through managing customers’ experience Highlighting the benefits of transitioning to a customer-centric culture and organization Understanding how to embed customer centricity into your business strategy Overcoming resistance and barriers to the adoption of a customer- centric culture and organization Quantifying the return on investment from adopting a holistic, customer-centric approach
- 4. Telcos : the worst customer experience CSISG Survey 2013 - http://ises.smu.edu.sg/csisg/scores-rankings/scores-comparison-csisg
- 5. Have you been through these?
- 6. Advocacy – the holy grail Do Telcos ever get advocates & loyalists?
- 7. Yes, it happened! Best Use of Brand Advocacy - Gold
- 8. Yes, it happened again! Excellence in Loyalty Marketing Award
- 9. No. 1 Socially Devoted Brand in S’pore What is Socially Devoted? • The company creates an open line of communication with fans • The company responds to as many fan posts as possible • The company responds in a timely fashion Most Socially Devoted Brand - StarHub
- 10. StarHub won Best Brand Award Operator of the Year award & Best Brand award 2013
- 11. StarHub 1st in Brand Equity Studies
- 12. Customer Centricity & StarHub
- 13. No. 1 in Glassdoor Employee Reviews Customer Centricity starts with employees Our Competitors’ ratings in
- 14. Customer Centricity is knowing the new digital customer with the latest MR tools mobile RESEARCH ACCOMPANIED SHOPPING UX Behavioral Economics & Neuroscience Social Ethnography Infographics In-House DIY Heuristics Gamification Qual Quant Blogging Super users & Influencers Co-Creation CRM Moment of Truth RealTime Emotions Online Polls&FOCUS GROUPS FacialRECOGNITION
- 15. Customer Centricity is knowing the new digital customer Causes: Broadband, Social Media & Smart Phones
- 16. Prefers not to call the call centre, but self serve Demands for more content and not just an ad Prefers peer support and reviews Vocal and wants open dialogue with company Customer Centricity is knowing the new digital customer
- 17. Customer Centricity through Self Service Postpaid 23.8% Self-service 76.2% Agent assisted Y2011 51.9% Self-service 48.1% Agent assisted Y2013 Versus Agent Assisted
- 18. Mobile App Web IVR 66% 55% 39% 22% 19% 16% 14% 13% 13% 13% 8% 6% 3% 3% 2% 2% 2% 2% 21% 19% 17% 12% 10% 7% 8% 7% 5% 18% 38% 63% 68% 75% 76% 78% 80% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1H 2011 2H 2011 1H 2012 2H 2012 Q1 2013 Apr 2013 May 2013 Jun 2013 Jul 2013 By Channels SMS Being where Customer Centricity through Self Service
- 19. Customer Centricity – Other Common Tools NPS Systems Recommendation Engines Customer Lifecycle & Value Management Customer Experience Management
- 20. Customer Centricity through SCRM
- 21. StarHub’s Social CRM Journey Social Support & Marketing Customer Centricity through Social CRM Social Listening Social Media Crisis Handling Hub Social Media Task Force 2012 2 3 4 1 StarHub Community Oct 2012 5 Where are you in Social CRM journey?
- 22. First to launch Lithium Brand Nation in S’pore Reached more than 800K and has 15K members
- 23. Is it mere noise or something else?
- 24. Customer Centricity is Listening Google search on 1 Nov 2013
- 25. Facebook post is in April and you can’t search for the latest post…so you may start a new one…and the voice is dispersed…making it mere noise Customer Centricity is Listening
- 26. Customer Centricity through Laser Focus on what Customer Cares about On Community, a thread with 13 pages cannot be ignored, sending a strong signal to management Customers can easily locate the latest post and the response. Vocal and wants open dialogue with company
- 27. Incorporation of VOC feedback into decision making across departments & executive level What will our customers say if we do this?
- 28. Creation of customer generated content marketing and word-of-mouth that are authentic and effective, generating SEO benefits Content Marketing - UGC and PGC Blogs Prefers peer support and reviews
- 29. Community Knowledge Base that promotes self help Demands for more content and not just an ad Prefers not to call the call centre, but self serve
- 31. Effective self service & social support that taps expertise across customer base & employees Reduces customer care costs N = 1700
- 32. Improves Customer Loyalty and Brand Perception N = 2,394 Unique entries; 31% have not read 90% of those who read the forums regarding customer queries and solutions are more likely to subscribe or resubscribe to StarHub with this additional way to get their customer service queries answered Even for those who have NOT read the forums, 70% are more likely to subscribe or resubscribe to StarHub with this additional way to get their customer service queries answered Social ROI – Acquisition & Retention benefits
- 33. Improves Customer Loyalty and Brand Perception N = 2,394 Unique entries 37% have not read 91% of those who have read any product reviews and user experiences such as blog articles and forum posts on StarHub Community are more likely to subscribe or resubscribe to StarHub with this additional way of getting information Even for those who have NOT read the product reviews and user experiences such as blog articles and forum posts , 62% are more likely to subscribe or resubscribe to StarHub with this additional way of getting information Social ROI – Acquisition & Retention benefits
- 34. Improves Customer Loyalty and Brand Perception N = 2,394 Unique entries 37% have not read 83% feel the brand is more transparent now with StarHub Community Social ROI – Better Brand Equity 86% feel the brand is more trustworthy now with StarHub Community 86% see StarHub as a better brand as a result of StarHub Community
- 35. Call Volume Wait Time (Customer) Self Help (Successful) Benchmark against Y2011 32% 70% 250%Jan 13 – Jul 13 02 Jan 2009: S$1.95 Source: limtan.com.sg as at 22-08-2013 5:04 PM 22 Aug 2013: S$4.19 Listed on the main board of SGX-ST on 13 October 2004 Source: sg.finance.yahoo.com as at 23-08-2013 6PM StarHub (CC3) Straits Time Index ROI on Customer Centricity
- 36. Crown Jewel of Customer Centricity: Brand Advocates
- 37. Advocacy in Action – Defender Digital Graffiti
- 38. Digital Graffiti Advocacy in Action – Mediator
- 39. Digital Graffiti Advocacy in Action – Counter Terrorist
- 40. Digital Graffiti Advocacy in Action – Shock Absorber
- 41. Digital Graffiti Advocacy in Action – Unpaid Salesman
- 42. The Lighter Side of Customer Centricity
- 43. Customer Centricity is Edutainment
- 44. Customer Centricity is being Inclusive Golden Gurus Total number of unique visitors 6,542 Total number of new posts generated 912 Total number of page views 21,248 Total cost of EDMs, banner, etc. $1,699
- 45. Active aging hackathon (part 1) Total number of unique visitors 2,630 Total number of ideas generated 96 Total number of votes generated (likes) 2,317 Total cost of sponsorship, EDMs, banner, etc. $10,693 Active aging hackathon (part 2) Total number of unique visitors 535 Total number of ideas generated 15 Total number of votes generated (likes) 410 Total cost of prizes, EDMs, banner, etc. $1,202 Customer Centricity is letting your voice count Pre-Hackathon Crowdsourcing Ideas 2,036 Votes 90 Ideas Post-Hackathon Ideas Voting Crowdsourcing Ideas; Seniors Engagement StarHub Golden Gurus activation `
- 46. Lady First Total number of new posts generated 1,928 Total number of page views 39,361 Total cost of EDMs, blogger, prizes, briefing, banner, etc. $4,365 Customer Centricity is facilitating Social Sharing
- 47. Engagement for Female Segment Customer Centricity is facilitating Passions
- 48. Customer Centricity is Rewarding & Entertaining
- 49. Company Branded Community is bringing back the old Kampong feeling back again
- 50. StarHub Social Hub – Mission Control The Demonstration of Customer Centricity
- 52. 1.9K Retweets! >600 Favs Twitter Proactivity
- 54. Active aging hackathon (part 1) Total number of unique visitors 2,630 Total number of ideas generated 96 Total number of votes generated (likes) 2,317 Total cost of sponsorship, EDMs, banner, etc. $10,693 Active aging hackathon (part 2) Total number of unique visitors 535 Total number of ideas generated 15 Total number of votes generated (likes) 410 Total cost of prizes, EDMs, banner, etc. $1,202 Idea Exchange – Active Aging Hackathon Pre-Hackathon Crowdsourcing Ideas 2,036 Votes 90 Ideas Post-Hackathon Ideas Voting Crowdsourcing Ideas; Seniors Engagement StarHub Golden Gurus activation `
- 55. Beauty Brand Expert & Beauty Ambassadors Engagement for Female Segment
- 56. StarHub Community Rewards Total number of unique visitors 9,109 Total number of new registrations 2,007
- 57. StarHub Community Jackpot Bonanza
- 58. Lady First Total number of new posts generated 1,928 Total number of page views 39,361 Total cost of EDMs, blogger, prizes, briefing, banner, etc. $4,365 Forum for LadyFirstSG And there you have it, my 11 takeaways from watching the program.
- 59. Vsocial – Social CRM tool Linking SCRM to CRM