Beyond Just Measurement - Ericsson ConsumerLab

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Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.com

Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.com
Thank you to our sponsor & partners!
Gold Sponsor
Supported by
Organised by

beyond just
measurement
Jasmeet Sethi
Ericsson ConsumerLab

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

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

Ericsson Internal | 2013-05-04 | Page 4
Todays superhero's!

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!

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!”

Ericsson Internal | 2013-05-04 | Page 7
How are we measuring
these experiences?

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

Ericsson Internal | 2013-05-04 | Page 9
Do Smartphone users
experience problems?
35%
Daily
Base: Smartphone users, ConsumerLab Analytical Platform 2012
62%
weekly
20%
daily

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

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!”

Ericsson Internal | 2013-05-04 | Page 12
First mobile consumer
experience study in the region
consumer
Experience
Survey
Q1.
Q2.
Network
quality
assessment

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

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?

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

Ericsson Internal | 2013-05-04 | Page 16

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.

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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 Supported by Organised by

3. beyond just measurement Jasmeet Sethi Ericsson ConsumerLab

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

6. Ericsson Internal | 2013-05-04 | Page 4 Todays superhero's!

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

11. Ericsson Internal | 2013-05-04 | Page 9 Do Smartphone users experience problems? 35% Daily Base: Smartphone users, ConsumerLab Analytical Platform 2012 62% weekly 20% daily

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

18. Ericsson Internal | 2013-05-04 | Page 16

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

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