7

Customer Experience

th

Free Adobe InDesign Template

Management in Telecom Summit

Annual

21 - 23 April 2015 I Berlin

SPEAKERS

Eurostars Berlin Hotel

INCLUDE:

BT - Dr. Simon A. Hovell

DEUTSCHE TELEKOM - Dr. Andr Dybek
SFR - Guillaume Peter
GOOGLE - Thomas Reby
MTS RUSSIA - Michaela Caroline Jarisch

How to reward your

employees who
reward your

CUSTOMERS?
What does

customer
experience
maturity
mean?

HOW TO LEVERAGE BIG DATA &

AVOID THE DISRUPTION?

2 WORKSHOPS
Organizer:

Gold Sponsors:

HOW TO FORECAST
FUTURE VALUE OF
A CUSTOMER ?

Customer loyalty: What

does that mean today?

12

CASE STUDIES
FROM COMPANIES:
Deutsche Telekom
Orange
Tele2
KPN

Silver Sponsor:

SPEAKERS
Dr. Simon A. Hovell
Director, Enterprise
Customer Experience
BT

Michaela Caroline Jarisch

Director Customer Base
Management
MTS Russia

Dr. Andr Dybek

Head of HR Customer
Experience Management
Deutsche Telekom

Marcin Charkiewicz
Head of Customer Testing
Center
Orange

Max von Trotha

Director of Customer
Experience, Launch
Management & Investment
Roadmap
EE

Guillaume Peter
Head of Customer
Experience Program at SFR
Service Academy
SFR

Thomas Reby
Service Management, SMB
Services at Google
Google
Wieke Michalides
Customer Experience
Management
KPN

Oya Ozdemir
Lead Customer Experience
Strategy and Project
Management
Superonline (Turkcell
Group)

Milosch Godina
Director Customer Operations
Tele2
Allan Freiheit
Director, Customer Service,
Back Office
Telenor
Mustafa Kopuk
Head of Customer Experience
Management
Turkcell
Frederic Devroye
VP Customer Care
VOO
Abdulmajid Al Rashoudi
Chief Customer Care Officer
Zain

Simon Lange
Head of User Experience
Design
TDC

Who should attend

Members of Board, C-level, Vice Presidents, Directors, Head and Senior Managers from the Telecom industry
involved in:

Customer Lifecycle Strategy

Customer Experience
Client Relationship Development
CRM & Loyalty
Customer Care

Service Quality
Marketing / Sales
Retention and Loyalty
Programmes
Customer Insight and Satisfaction

Channel Management
Multichannel Management
Client Relationship

7 TH ANNUAL CUSTOMER EXPERIENCE

MANAGEMENT IN TELECOM SUMMIT
Dear Colleague,
Welcome to what is already the 7th Annual Customer
Experience Management in Telecom Summit.
Over the years this summit has contributed greatly to
the exciting, innovative CX journey; providing experts
and senior professionals the opportunity to find and
discuss the secrets, turbulences and capacity of Customer Experience in the Telecoms industry.
With increased competition customers have greater choice now than ever before and are becoming
pickier. Simply having a good product with ordinary
service is not enough anymore. You need something
extra. And that something extra is a great customer
experience.

EVENT PROMISE
The 7th Annual Customer Experience
Management in Telecom Summit will
dive into recent challenges and innovations in customer experience, mobile and
digital customer experience, how to improve customer journeys, how to build efficient and successful customer programs,
and explore company transformation case
studies and practical examples of providing best experience to customers.
Here you shall have the opportunity to
discuss the latest trends in Big data, employee rewards, trainings, Customer Service Academies and even human experience management which will generate
rich discussions between the leading experts and attendees at the event.

To create customer experiences that build loyalty and

long-term customer relationships, you need to examine your data to learn what your customers really
use, need and then evaluate whether youre providing them with the experience for their business to be
successful and modify as needed.
There are still so many steps to do, secrets to uncover, improve and bring to perfection and I am happy
that our event will provide you with the latest innovations and solutions to boost your CX performance
once again.
Lucia Bardi Jurinova
Director Production Management
Allan Lloyds - AL EVENTS group

Benefits of attending
Understand the challenges of customer experience in the mature market
Hear about the innovations in customer
journey mapping
Explore the advantages of sophisticated CRM
systems
Learn how to improve customer experience
through engaged employees and employee
engagement programs
Gain insight into how to achieve the best
customer experience tools in a short period of
time
Determine how to improve the quality of customer insights and customer satisfaction
Identify the value of Big Data and how to
manage disruptions

KEY TOPICS
Why Human experience, and not customer experience
management?
How to continually improve the customer experience
on multiple levels and develop a way to work to deliver
services which are internally anchored, effective and
customer centric
Customer Experience improvement through Customer
Journey redesign

Customer Journey mapping as a continuous improvement tool

Customer centricity - journey of Net promoter System
implementation
How to reward the employees who reward your customers?

WORKSHOP
Workshop A:
Mobile and Digital Customer
Experience
21 April 2015 (13:00 - 14:00)

Workshop B:
Customer Insights and KPIs trends
21 April 2015 (14:00 - 15:00)

Growing focus on mobile customer

experience

Do you really know what your customers

expect?

Progressive customer-centric companies moving towards a mobile-first

policy

What does customer experience maturity mean?

Drive towards greater maturity around

reporting/metrics/monitoring to better
understand performance and KPI trends

How to forecast the future value of a

customer?

Mobile is becoming the customers

problem-solver

Mobile Customer Experience Will Fuel

Digital Transformation

BOOKING LINE: Tel.: +421 221 025 324 / Fax: +421 252 444 225

www.telecomcem.com

SCHEDULE
Wednesday

Thursday

22 April 2015

Deutsche Telekoms HR Portal Strategy for an

Integrated Employee Experience

10:00

TBA I Maritz

11:15

12:00

Coffee Break

Coworkers and Customer Experience: How to deliver

the best CE?
Guillaume Peter I SFR

Presentation by WDS

Building customer relationships and boosting ARPU

at MTS
Michaela Caroline Jarisch I MTS Russia

15:30

Interactive Panel Discussion

16:30

17:15

How to become best in class customer experience

in 30 days

Allan Freiheit I Telenor

18:00

18:45

CASE STUDY

CASE STUDY

Coffee Break

Beyond the Ordinary Program

Oya Ozdemir I Superonline (Turkcell Group)

Roundtable Discussion

All Attendees
Cocktail reception

- Experience Based Case Study

Roundtable Discussion

14:00

How to design a service

14:45

Customer Experience improvement by

Customer Journey redesign. Communication to
customers about incidents
Wieke Michalides I Royal KPN N.V.

15:30

Lunch

Simon Lange I TDC

Roundtable Discussion

All Attendees

Coffee Break

16:00
CASE STUDY

16:00

Group of Speakers

TBA I LogMeIn

12:40

CASE STUDY

14:45

Presentation by LogMeIn

All Attendees

Lunch

Knowledge-centred CEM - from Information to

Action
Thomas Reby I Google

Coffee Break

16:30

CASE STUDY

14:00

11:15

12:00

TBA I WDS

12:45

Orange Poland and the Human Experience

Management Analytical Challenge
Marcin Charkiewicz I Orange

10:45
CASE STUDY

10:45

Andr Dr. Dybek I Deutsche Telekom

CASE STUDY

Presentation by Maritz

09:15

CASE STUDY

Business process mining: Making the invisible

visible
Dr Simon A. Hovell I BT

Speed Networking Session

CASE STUDY

09:15

09:00

CASE STUDY

Speed Networking Session

Opening Remarks from the Chairman

17:15

Building Exceptional Customer Experience with your

own-branded Smartphon
Mustafa Kopuk I Turkcell

18:00

Final roundtable, one to one meetings and

Closing remarks from the Chairman

TNPS Alone is Misleading

Abdulmajid Al Rashoudi I Zain KSA

CASE STUDY

09:00

10:00

08:50

Opening Remarks from the Chairman

Registration and Morning Coffee

CASE STUDY

08:50

08:20

Registration and Morning Coffee

CASE STUDY

08:20

23 April 2015

- Great Opportunities for Networking

D - Discussion

DAY 1

22 APRIL 2015

7TH ANNUAL CUSTOMER EXPERIENCE MANAGEMENT IN TELECOM SUMMIT

08 : 20

Registration and Morning Coffee

08 : 50

Opening Remarks from the Chairman

09 : 00

Speed Networking Session

Dont forget your business cards! Great 15 minutes ice-breaking and networking activity
to meet your peers before we start

09 : 15
Dr. Simon A. Hovell
CASE STUDY

Director, Enterprise Customer

Experience
BT

Business process mining: Making the invisible visible.

BT is using business process mining to create an insight-driven organization; making
what really happens rather than the theoretical processes visible and measurable.
Business process mining
Automating process analysis
Before and after the impact on BPR

10 : 00
TBA

Presentation by

10 : 45

Networking Coffee Break

11 : 15
Guillaume Peter

Coworkers and Customer Experience: How to deliver the best CE?

Maritz

CASE STUDY

Head of Customer Experience

Program at SFR Service Academy
SFR

12 : 00
TBA
WDS

Is a Customer-Centric Approach enough?

How companies should have the same approach in designing a Voice of the Employee?

Empowering agents with service training and more and better information is a must

What good ways are there to involve process owners for customer journey mapping?

Presentation by

BOOKING LINE: Tel.: +421 221 025 324 / Fax: +421 252 444 225

www.telecomcem.com

DAY 1

CASE STUDY

22 APRIL 2015

7TH ANNUAL CUSTOMER EXPERIENCE MANAGEMENT IN TELECOM SUMMIT

12 : 45

Lunch

14 : 00
Thomas Reby

Knowledge-centred CEM - from Information to Action

In this session we will cover how to convert data and information into actionable insight, driving measured change. Contextualising information and distilling
what matters is becoming increasingly difficult in a world of data overload. The
needle is still there, but the haystack is getting bigger

Service Management, SMB

Services
Google

Linking internal know-how to customer data

Measuring the value of knowledge
Using knowledge management to drive service design

CASE STUDY

14 : 45
Michaela Caroline
Jarisch

Director Customer Base

Management
MTS Russia

Building customer relationships and boosting ARPU at MTS Group

This presentation will show which levers were changed, and which measures
were implemented within MTS Group to improve customer base management in
Russia in order to become the churn-down champion, boost ARPU and be more
innovative. Special focus on data and financial service transformation is given.
Further still, the influence of churn campaigns on the customer base, the most
effective and efficient channels of communication and their usage will be shared.
You will receive an overview of the innovations which were implemented in MTS
Group - along with successful projects and the renewed loyalty program.

DISCUSSION

Churn decrease
Arpu increase
Communication and channel strategy
Inovations
Loyalty

15 : 30

SPECIAL FEATURE: Interactive Panel Discussion

Max von Trotha

Milosch Godina
John Belchamber
Frederic Devroye

In this session, the audience has an opportunity to ask questions and have an
open interactive discussion with the discussion panelists.

16 : 00

Sugessted topics:
Customer Experience is deemed the most important indicator of operational
performance, yet satisfaction scores are failing in benchmarks year after year
Organizations need an aligned strategy for customer contacts across all channels for all purposes
CX mobilizing the organization
CX program - What works, what doesnt?

Networking Coffee Break

BOOKING LINE: Tel.: +421 221 025 324 / Fax: +421 252 444 225

www.telecomcem.com

DAY 1

22 APRIL 2015

Beyond the Ordinary Program

17 : 15
Oya Ozdemir

Lead Customer Experience

Strategy and Project Management
Superonline
(Turkcell Group)

CASE STUDY

7TH ANNUAL CUSTOMER EXPERIENCE MANAGEMENT IN TELECOM SUMMIT

In 2014 we initiated the program Beyond the Ordinary in order to make the whole
company understand how important the customer and customer experience is. In
order to provide customers excellent experience we saw that we needed to improve
the maturity level of both headquarters and touch point employees. To exceed the
expectations of customers all employees first go beyond their ordinary and understand
the others and customers lives. They also needed to be appreciated when they give
extraordinary services to customers. This is a 3 pillar program, to make HQ employees
understand touch point employees lives, to make touch point employees (both contact
center and residential sales teams) understand each other and touch point employees
understand what customer experience really is.

18 : 00
Allan Freiheit

At journey from chaos to excellent customer experience in 100 days major Danish
account.

Director, Customer Service,

Back Office
Telenor

CASE STUDY

Customer Experience as company DNA

Reward employees who reward your customers
Make every employee understand each other and the customer

Sharing the findings after analyzing the correlation between TNPS, customer base &
ARPU

The situation in September 2015

Identification of 37 drives for better customer experience
Execution and monitoring the initiatives
Result and whats next

18 : 45
All Attendees

Interactive Roundtable Discussion

19 : 15

Cocktail Reception

DISCUSSION

Open round table discussion for the attendees to summarize the information
learned throughout first day, opportunity to raise the final questions and comments

Click on image for play video with testimonials from our CEM Summit

BOOKING LINE: Tel.: +421 221 025 324 / Fax: +421 252 444 225

www.telecomcem.com

DAY 2

23 APRIL 2015

7TH ANNUAL CUSTOMER EXPERIENCE MANAGEMENT IN TELECOM SUMMIT

08 : 20

Registration and Morning Coffee

08 : 50

Opening Remarks from the Chairman

09 : 00

Speed Networking Session

Dont forget your business cards! Great 15 minutes ice-breaking and networking activity
to meet your peers before we start

09 : 15
Dr. Andr Dybek
CASE STUDY

Head of HR Customer
Experience Management
Deutsche Telekom

Deutsche Telekoms HR Portal Strategy for an Integrated Employee Experience

Employees in our business experience a high-tech job environment, but in their HR
processes this is often underrepresented. The development of employee self-services
closes the gap, but creates a wide landscape of various platforms and touch points.
How could these services be aligned and focused, along with a positive employee experience?

10 : 00
Marcin Charkiewicz
CASE STUDY

Head of Customer Testing

Center
Orange

Orange Poland and the Human Experience Management Analytical Challenge

This presentation will focus on more advanced issues linked with Human Experience
Management analysis and practical long-term consequences of strategic choices. Expect
a story full of questions with a limited number of answers. Most refer purely to Orange
Poland case - telecom that is working consciously on Customer Experience Management
for over half a decade with everyday successes and failures; but some points focus on
more general, current & future challenges

10 : 45
11 : 15
TBA

LogMeIn

DISCUSSION

12 : 00
All Attendees

12 : 40

Innovations to Improve the Employee Experience

More touch-points - More benefits?
Metrics as a Key Resource for Optimization

Why Human Experience, not Customer Experience Management?

HEM analytics and chess players: Strategic, Tactical & operational levels
Bloopers & learning process: how not to measure HEM

Networking Coffee Break

Presentation by

Interactive Roundtable Discussion

Suggested topics:
New methods to improve self-service
Innovative self-service - how to deliver great self-service
What a good Customer Experience program should cove
Lunch

BOOKING LINE: Tel.: +421 221 025 324 / Fax: +421 252 444 225

www.telecomcem.com

DAY 2

23 APRIL 2015

14 : 00
Simon Lange
CASE STUDY

Head of User Experience

Design
TDC

7TH ANNUAL CUSTOMER EXPERIENCE MANAGEMENT IN TELECOM SUMMIT

How to design a service

How to continually improve the customer experience on multiple levels and develop a way
to work to deliver services which are internally anchored, effective and customer centric
Transformation comes from acting on insights
Establish a service design team within the organization
Lean development and customer centricity

14 : 45
Wieke Michalides
CASE STUDY

Customer Experience
Management
Royal KPN N.V.

Customer Experience improvement by Customer Journey redesign. Communication to

customers about incidents
Customers expectations on network performance rise as the world gets more digital
and connected. Customer Journey mapping is a powerful tool for all employees to
become aware of the current customer experience and to redesign this experience if
needed- to match with current customer needs. The Customer Journey improvement
process steps we follow are explained and illustrated with specific case examples.

DISCUSSION

CASE STUDY

15 : 30
All Attendees

Interactive Roundtable Discussion

Suggested topics:
Why potential customers arent buying your product?
Treating non-customers as a segmentation problem

16 : 00

Networking Coffee Break

16 : 30
Abdulmajid Al
Rashoudi

TNPS Alone is Misleading

Chief Customer Care Officer

Zain KSA

17 : 15
Mustafa Kopuk
CASE STUDY

How to use customer insights to make conscious improvement choices

Customer Journey mapping as a continuous improvement tool
Benefit tracking of improvements in customer experience

Head of Customer
Experience
Turkcell

Sharing the findings after analyzing the correlation between TNPS, customer base & ARPU

Building Exceptional Customer Experience with your own-branded Smartphone

Smartphones are increasingly at the center of customer experience and are rapidly
becoming the initial point of contact for our customers. We are now working harder
than ever to differentiate our smartphone services and offerings. How can we achieve
a goal like transforming the smartphone customer experience by combining our new
tech creation capability and the power of our services in a new smart device?

18 : 00
All Attendees

TNPS was increasing but base declining

Main contributors in base declining were passive customers
Company needs to develop Sat-matrix instead of relying on TNPS alone

Understanding customer expectations from a smartphone

Transforming the complexity of the technology to the simplicity for a better customer experience

Final Round table, One-to-One meetings and Closing Remarks

from the Chairperson
Open round table discussion for the attendees to summarize the information
learned throughout the 2 days, opportunity to raise the final questions and
comments.

BOOKING LINE: Tel.: +421 221 025 324 / Fax: +421 252 444 225

www.telecomcem.com

7th Annual Customer Experience Management

in Telecom Summit

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21 - 23 April 2015 I Berlin

Eurostars Berlin Hotel

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