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市場調查報告書

減少客戶流失 - Part3:顧客經驗

Reducing Churn - Part 3: Customer Experience

出版商 Mobile Market Development Ltd 商品編碼 324419
出版日期 內容資訊 英文 28 Pages
商品交期: 最快1-2個工作天內
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減少客戶流失 - Part3:顧客經驗 Reducing Churn - Part 3: Customer Experience
出版日期: 2015年02月12日 內容資訊: 英文 28 Pages
簡介

本報告針對加拿大行動通訊企業TELUS的2010年至目前持續發展的「顧客第一策略」 (Customer First Strategy)範例做為最佳示範,為了減少客戶流失 (解約率),行動通訊企業整合顧客經驗管理並且進行分析。

第1章 概要

第2章 介紹

  • 分析背景
  • 分析內容
  • 通貨膨脹與匯率
  • 其他問與答

第3章 客戶流失

  • 定義與促進因素
  • 客戶流失費用
  • 客戶流失相關「神話」
  • 如何活用顧客經驗管理處理客戶流失問題

第4章 顧客經驗管理

  • 定義
  • 最佳範例:顧客經驗管理
    • 概要
    • 「顧客中心型」領導
    • 傾聽顧客
    • 顧客的評價指標
    • 當責與行動
    • 顧客經驗整體化
    • 最前線服務提供的實施
    • 動機與認知
  • 近年顧客經驗趨勢
    • 對顧客維持、顧客經驗投資擴大
    • 實施資料解析顧客分析、個別化服務
    • 強化「顧客中心型」企業文化
    • 以販售、服務為中心的行動通訊
    • 顧客選擇管道
    • 「決策的瞬間」是最大的課題
    • 「顧客方面的評價指標」合理化

第5章 TELUS範例

  • 為何選擇TELUS?
  • 企業概要
  • 「顧客第一策略」背景
  • 策略實施因素
    • 「顧客中心型」領導
    • 「顧客中心型」企業文化
  • 策略實施
    • 品牌優先事項、合約明確化
    • 顧客相關
    • 傾聽顧客
    • 顧客經驗的強化
      • 至今的行動
      • TELUS Network Experience (TNE) 應用
      • 優秀的顧客服務
      • TELUS SharePlus Plans
  • TELUS範例結果
    • 「顧客第一」指標、實績
    • 員工相關指標
    • 顧客方面的評價指標
    • 無線通訊客戶流失指標
    • 事業實績

第6章 結論與建議

  • 結論
  • 建議

附錄:問與答內容

目錄

This is the third report in a series addressing churn reduction. In the earlier MWP report Reducing Churn-Part 1: Best Practice Overview (October 2014) we looked at best practice strategies deployed by operators around the world to reduce churn. These strategies may be broadly grouped as follows:

  • Using Big Data analytics and contextual real time marketing campaigns to address churn;
  • Improving the End-to-End customer experience to address the root causes of churn;
  • Using value added services to increase customer stickiness.

The second MWP report Reducing Churn-Part 2: The Indian Market (December 2014) explored how the Indian mobile industry as a whole has reduced churn rates and also how Indian operators are using sophisticated data analytics and contextual marketing for churn reduction. For this report, we take a closer look how end-to-end customer experience management can successfully reduce churn. We focus on what best practice customer experience management requires and we look in detail at the successful Customer First Strategy, launched by TELUS in Canada in 2010 and still going strong today.

Table of Contents

1 Overview

2 Introduction

  • 2.1 Background to the Report
  • 2.2 Report Content
  • 2.3 Currency and Conversions
  • 2.4 Further Questions and Feedback

3 Churn

  • 3.1 Definition and Drivers
  • 3.2 Cost of Churn
  • 3.3 Churn Myths
  • 3.4 Using Customer Experience Management to Address Churn

4 Customer Experience Management

  • 4.1 Definition
  • 4.2 Best Practice Customer Experience Management
    • 4.2.1 Overview
    • 4.2.2 Customer Centric Leadership
    • 4.2.3 Customer Listening
    • 4.2.4 Customer Metrics
    • 4.2.5 Accountability and Action
    • 4.2.6 Unified Customer Experience
    • 4.2.7 Enabling Front Line Service Delivery
    • 4.2.8 Motivation and Recognition
  • 4.3 Customer Experience Trends in 2014
    • 4.3.1 Increased Investment in Retention and Experience
    • 4.3.2 Data Analytics Delivering Insight and Personalisation
    • 4.3.3 Stronger Focus on Building Customer Centric Culture
    • 4.3.4 Mobile at the Heart of Sales and Service
    • 4.3.5 Customers Choose the Channel
    • 4.3.6 Moments of Truth Matter Most
    • 4.3.7 Streamlining Customer Metrics

5 The TELUS Story

  • 5.1 Why TELUS?
  • 5.2 Company Overview
  • 5.3 Background to the Customer First Strategy
  • 5.4 Strategy Enablers
    • 5.4.1 Customer Centric Leadership
    • 5.4.2 Customer Centric Culture
  • 5.5 Strategy Execution
    • 5.5.1 Declaring Brand Priority and Commitment
    • 5.5.2 Engagement with Customers
    • 5.5.3 Listening to Customers
    • 5.5.4 Enhancing Customer Experience
      • 5.5.4.1 Improvement Timeline
      • 5.5.4.2 TELUS Network Experience (TNE) application
      • 5.5.4.3 Excellence in Customer Service
      • 5.5.4.4 TELUS SharePlus Plans
    • 5.5.5 Measuring and Reporting on Progress
  • 5.6 TELUS Results
    • 5.6.1 Customer First Framework, Metrics and Performance
    • 5.6.2 Employee Engagement Metrics
    • 5.6.3 Customer Metrics
    • 5.6.4 Wireless Churn Metrics
    • 5.6.5 Business Performance

6 Conclusions and Recommendations

  • 6.1 Conclusions
  • 6.2 Recommendations

Appendix - Feedback Questions

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