The Customer
Through its UPC Broadband division, Liberty Global is active in 14 countries in Europe offering video, broadband internet and telephony services to nearly 35 million customers. UPC Broadband operates cable networks in Western Europe (the Netherlands, Switzerland, Germany, Austria, Ireland) and Central and Eastern Europe (Poland, Hungary, Romania, Czech Republic, Slovakia and Slovenia). Liberty Global also owns a controlling interest in Telenet in Belgium, which is reported on separately from the UPC Broadband division. In most of these countries UPC is the largest cable operator in terms of subscribers.
The Challenge
It is a well-known fact that retaining existing (profitable) customers is far more advantageous than acquiring new customers. So why do so many firms invest significant amounts in acquisition, but consider retention an expense or a periodic (SWAT team) initiative? There are 2 primary answers:
• Lack of clear ownership of the customer experience and success of the relationship.
• Reward systems geared towards new business vs. a blended model including ALL customers.
A key to becoming customer centric is determining what is required to KEEP the (profitable) customers for the long-term and implementing strategies to do so. Without a customer centric strategy, it will only be a matter of time before customers defect.
The Opportunity
For too long, companies have focused internally (total revenue, product profitability, operational efficiency and organizational structure), on product features (playing leap frog with the competition) and on price (can we deliver the same or better product at the same or better price). Said another way, they have been navel staring. Instead, companies must think externally. The key question is: WHERE IS THE CUSTOMER? Without customers you have no business.
The CustVox solution
CustVox consultants designed a ‘Customer Experience Dashboard’ to measure the customer experience from two specific points of view:
a) Outside In: using standard KPIs such as: Average Handling Time, First Call Resolution, etc.
b) Inside Out: using Voice of the Customer related to each specific KPI measured outside
The two KPI clusters were then separated into 3 groups according to the customer lifecycle: early stage, less than one year, more than one year.
CustVox CFM has been connected to the CRM system (Amdocs Clarify) in order to detect specific customer events, and trigger the feedback process to measure customer satisfaction.
Inside-out and Outside-in data were combined to create a 360 degree view of the customer within the operations. Data was collected according to a specific data model in Oracle, and visualized using the Hyperion Portal reporting system.
The Customer Experience Dashboard is able to measure the 360 degree view in real time. Business people can easily access the dashboard and drill down to specific facts and dimensions, building specific reports and showing specific trends.
The Bottom Line
UPC Broadband is able to measure how the customer experience evolves within their operations in real time. It can easily benchmark affiliates and focus on how to create lean operations and increase customer profitability and satisfaction.
At CustVox we are passionate about your customer experience. Talk to us, we already have a solution for you. Call now: +41 44 687 8767.
By using CustVox's Customer Feedback Manager (CFM) tool
within our VoC program, we've significantly increased
our customer satisfaction
Dennis Weiss
UPC Broadband Senior Analytical CRM
