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Reducing Churn-Part 3: Customer Experience

  • ID: 3217477
  • Report
  • Region: Canada
  • 36 Pages
  • Mobile Market Development Ltd (Wireless Profit)
1 of 3


  • Bell
  • Rogers
  • Telus
  • Virgin Mobile
  • MORE
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.
Note: Product cover images may vary from those shown
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  • Bell
  • Rogers
  • Telus
  • Virgin Mobile
  • MORE
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 Improvement Timeline TELUS Network Experience (TNE) application Excellence in Customer Service 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
Note: Product cover images may vary from those shown
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4 of 3
- Telus
- Bell
- Rogers
- Virgin Mobile 
Note: Product cover images may vary from those shown