Today's biggest technological trends (mobile web, social media, real time analytics) have produced a new consumer landscape. For telcos, keeping up with OTT competition in this new landscape requires to deliver innovations that will match consumer demand even better, in shorter cycles. While traditional innovation approaches were driven by advances in technology, customer experience management allows for a more efficient, market driven innovation. Presented at the Telecom CEM congress, November 2014. #CEMcongress Special thanks: Pierre Muller (Orange – VP Network Strategy) Yvan Delègue (Orange – Director of Mobile Applications) @ydelegue Guillaume Villon de Benveniste (The Innovation and Strategy Blog) @GVillondeBen

1. Leverage Customer Experience
Management to Innovate Better
Christophe Rufin
Orange
Director – OTT TV Ecosystem
christophe.rufin@orange.com
Twitter: @christopherufin
3-5 November 2014,
Thistle Marble Arch, London
#CEMcongress

2. About Orange
One of the world leader CSPs
239M customers in 160 countries
Turnover : 41B€ (2013)
A major European multiscreen
operator
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3. Orange apps downloads
As of September 1st, 2014
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4. Smarter customers
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6. Talk is cheap, silence is fatal
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8. Tracking Customer Experience
Indicator Best for
Satisfaction Evaluation of point of contacts
Net Promoter ScoreTM Evaluation of brand perception
Customer Effort ScoreTM Evaluation of customer journey
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9. Satisfaction is not an equation
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10. Usage is the ultimate indicator
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11. The power of cohort analysis
Image source: Mix Panel
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12. Between 70% to 90% of innovations fail
to attract customers*
* Eager Sellers and Stony Buyers: Understanding the
Psychology of New-Product Adoption by John T. Gourville
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13. “Innovation failure
costs $100 billion
annually to U.S.
Fortune 500
companies”
Anthony Ulwick, CEO of
Strategyn, San-Francisco based
innovation consultancy.
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15. AGILITY:
THE GOAL IS NOT TO DELIVER FASTER BUT
RESPOND TO CHANGE
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16. Embrace change
“Just figure a way to release a new version of your software
everyday, without breaking everything”
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17. Start with a MVP
Adapted from Guilhem Bertholet
http://www.guilhembertholet.com/blog/2014/01/16/7-facons-de-tester-son-idee-de-startup-avec-un-minimum-viable-product-mvp/
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iterate
concept MVP complete product

18. 35 000 customers involved in
product co-creation
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19. “If I had asked
people what they
wanted, they
would have said
faster horses.”
Henry Ford
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20. Listen & respond
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21. A game of Ecosystems
picture: http://www.visionmobile.com/blog/2013/05/a-game-of-ecosystems-measuring-ecosystem-performance/
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24. Cloud API - example
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25. Takeaways
 Embrace the new customer paradigm
 Invest in co-creation
 Listen & respond
 Leverage open innovation
 Let’s work on this together!
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26. thanks
@christopherufin
Telecom CEM World Congress –
Leverage Customer Experience Management to Innovate Better
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