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Beyond Just Measurement - Ericsson ConsumerLab
1. Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.com
2. Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.com
Thank you to our sponsor & partners!
Gold Sponsor
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4. Ericsson Internal | 2013-05-04 | Page 2
Our research
2012-06-27 | Page 2
MORE THAN 40COUNTRIES EVERY YEAR
RESPONDENTS
1.1 billion
REPRESENTING
PEOPLE
100.000
15
STUDIED
MEGACITIES
5. Ericsson Internal | 2013-05-04 | Page 3
The world has changed
for consumers
And so have their expectations
600mn
on mobile
4 billion
hours of video
watched each
month
118mn
tablets
sold
1BN
smartphones
40BN
Apps
Downloaded
7. Ericsson Internal | 2013-05-04 | Page 5
Some 0f his powers!
›Sniff food prepared miles
away!
›“See” traffic jams two
miles ahead!
›Can 'hear' the falsehoods
in the voice of people!
8. Ericsson Internal | 2013-05-04 | Page 6
“Can they be like Pizza
delivery! promising me they
can fix issues in 30 minutes!
Consumers benchmark
experiences to other
providers
“Shopped online, item
delivered next day with a
hand written personal note
from the owner thanking me
for the purchase and free
return if I do not like the
item! This is what I call
delighting consumers!”
9. Ericsson Internal | 2013-05-04 | Page 7
How are we measuring
these experiences?
10. Ericsson Internal | 2013-05-04 | Page 8
how satisfied are you
with operators?
1%
Very Medium Not
How satisfied are you with
your operators network?
INDICATING
THINGS ARE
OK, but are
they?
Base: Mobile Phone users across India, Brazil, Russia, China, Indonesia, ConsumerLab Analytical Platform 2012
12. Ericsson Internal | 2013-05-04 | Page 10
How does consumerlab
uncover true consumer
experience?
Network
quality
assessment
consumer
Experience
Survey
Q1.
Q2.
Device
consumption
trends
A mix of traditional and new approaches to
measure consumer experience
traditional
Qualitative
online
listening
Social
Media,
Blogs,
Forums
MOBILE
Qualitative
DIARIES
CHAT
BLOGGING
……
CUSTOMER
CARE
ANALYTICS
13. Ericsson Internal | 2013-05-04 | Page 11
Some hurdles on the way
“This really is an innovative approach, but I am afraid we
can’t consider it. Its never been done before!”
Increased business fragmentation Agency
Passive Metering
Data Mining
App developers
Domain experts
“Lets hire a Chief Listening Officer!”
14. Ericsson Internal | 2013-05-04 | Page 12
First mobile consumer
experience study in the region
consumer
Experience
Survey
Q1.
Q2.
Network
quality
assessment
15. Ericsson Internal | 2013-05-04 | Page 13
Mobile Broadband
Consumer Experience
Only 6% of
conversations were relevant
48% of negative
conversations were around
poor customer service
250mn tweets
1.8 million posts
16. Ericsson Internal | 2013-05-04 | Page 14
Let me ask….
How many of your customer’s call
you and congratulate you for
your superior customer service?
17. Ericsson Internal | 2013-05-04 | Page 15
“We often struggle with the growing complexity of the
numerous systems and processes”
Chaos rules customer
service today
CUSTOMER SERVICE and growing
complexity
Source: Ericsson ConsumerLab RINA “Transforming Experience’s Study”, Base: Interviews with 200 customer care agents.
67%
“The current tools and information available to
me are NOT sufficient to create a positive
consumer experience and satisfy customers”
Tools and resources
19. Ericsson Internal | 2013-05-04 | Page 17
To summarize
› Hold up the mirror! - Your employees already know what is
wrong with the way your business treats its customers….
› Experience goes beyond just satisfaction.
› Brands don’t need to hire a CLO- Chief Listening Officer,
they have you!
› Mobile is creating dramatic opportunities to rethink
customer experience, but the potential is NOT just surveys.
20.
21. Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.com
Thank you to our sponsor & partners!
Gold Sponsor
Supported by
Organised by
22. Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.com
