7 th CEM in Telecom Summit

Free Adobe InDesign Template

Annual

21 - 23 April 2015 I Berlin

SPEAKERS
Eurostars Berlin Hotel

INCLUDE:
BT - Dr. Simon A. Hovell
DEUTSCHE TELEKOM - Dr. André Dybek
SFR - Guillaume Peter
GOOGLE - Thomas Reby
MTS RUSSIA - Michaela Caroline Jarisch

How to reward your

employees who
reward your
CUSTOMERS? HOW TO FORECAST
What does FUTURE VALUE OF
“customer A CUSTOMER ?
experience Customer loyalty: What
maturity” does that mean today?

16
mean? CASE STUDIES
HOW TO LEVERAGE BIG DATA & FROM COMPANIES:
• Deutsche Telekom
AVOID THE DISRUPTION? • Orange

2 WORKSHOPS
• Telefonica
• KPN
• TDC

Organizer:
SPEAKERS
Dr. Simon A. Hovell Marcin Charkiewicz Allan Freiheit
Director, Complex Products Head of Customer Testing Director, Customer Service, Back
Customer Experience Center Office
BT Orange Telenor

Dr. André Dybek Guillaume Peter Anna Philipson

Head of HR Customer Head of Customer Experience VP Head of Customer Channels
Experience Management Program at SFR Service Teliasonera
Deutsche Telekom AG Academy
SFR Mustafa Kopuk
Max von Trotha Senior Customer Experience
Director of Customer Oya Ozdemir Specialist at Turkcell, Head of
Experience, Launch Lead Customer Experience Customer Experience
Management & Investment Strategy and Project Turkcell
Roadmap Management
EE Superonline (Turkcell Group) Artem Yu Vartanyan
Chief Customer Officer
Thomas Reby Simon Lange Vimpelcom
Service Management, SMB Head of User Experience
Services at Google Design Frederic Devroye
Google TDC VP Customer Care
VOO
Wieke Michalides Milosch Godina
Customer Experience Director Customer Operations Abdulmajid Al Rashoudi
Management Tele2 Chief Customer Care Officer
KPN Zain
John Belchamber
Michaela Caroline Jarisch Head Global Business
Director Customer Base Intelligence
Management Telefonica
MTS Russia

Who should attend

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

• Customer Lifecycle Strategy • Service Quality • Channel Management

• Customer Experience • Marketing / Sales • Multichannel Management
• Client Relationship Development • Retention and Loyalty • Client Relationship
• CRM & Loyalty Programmes
• Customer Care • Customer Insight and Satisfaction
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 Cus-
tomer Experience in the Telecoms industry.
With increased competition customers have great-
er 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 innova-
tions in customer experience, mobile and
digital customer experience, how to im-
prove customer journeys, how to build ef-
ficient and successful customer programs,
and explore company transformation case
studies and practical examples of provid-
ing best experience to customers.
Here you shall have the opportunity to
discuss the latest trends in Big data, em-
ployee rewards, trainings, Customer Ser-
vice Academies and even human experi-
ence management which will generate
rich discussions between the leading ex-
perts and attendees at the event.
To create customer experiences that build loyalty and
long-term customer relationships, you need to ex-
amine your data to learn what your customers really
use, need and then evaluate whether you’re provid-
ing them with the experience for their business to be
successful and modify as needed.
There are still so many steps to do, secrets to uncov-
er, improve and bring to perfection and I am happy
that our event will provide you with the latest inno-
vations 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 experi-
ence 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 cus-
tomer insights and customer satisfaction
• Identify the value of Big Data and how to
manage disruptions
KEY TOPICS
• Why Human experience, and not customer experience • Customer Journey mapping as a continuous improve-
management? ment tool
• How to continually improve the customer experience • Customer centricity - journey of Net promoter System
on multiple levels and develop a way to work to deliver implementation
services which are internally anchored, effective and • How to reward the employees who reward your cus-
customer centric tomers?
• Customer Experience improvement through Customer
Journey redesign

WORKSHOP
Workshop A:
Mobile and Digital Customer Workshop B:
Experience Customer Insights and KPI’s trends
21 April 2015 (13:00 - 14:00) 21 April 2015 (14:00 - 15:00)

• Growing focus on mobile customer • Do you really know what your customers
experience expect?

• Progressive customer-centric compa- • What does “customer experience maturi-

nies moving towards a mobile-first ty” mean?
policy
• Drive towards greater maturity around
• Mobile is becoming the customer’s reporting/metrics/monitoring to better
problem-solver understand performance and KPI trends

• Mobile Customer Experience Will Fuel • How to forecast the future value of a
Digital Transformation customer?

BOOKING LINE: Tel.: +421 221 025 324 / Fax: +421 252 444 225 www.telecomcem.com
SCHEDULE
Wednesday Thursday
22 April 2015 23 April 2015
08:20 Registration and Morning Coffee 08:20 Registration and Morning Coffee

08:50 Opening Remarks from the Chairman 09:00 Opening Remarks from the Chairman

09:00 Speed Networking Session

CASE STUDY
09:15 Coworkers and Customer Experience: How to deliver

CASE STUDY
09:15 Customer Experience Strategy in TeliaSonera the best CE?
Guillaume Peter I SFR
Anna Philipson I TeliaSonera
10:00 Orange Poland and the Human Experience

CASE STUDY
10:00 A tale of three launches CASE STUDY Management Analytical Challenge
Marcin Charkiewicz I Orange
Dr Simon A. Hovell I BT

10:45 Coffee Break

10:45 Coffee Break
11:15 Loyalty programs & high value customer

CASE STUDY
management: is customer service key for achieving
11:15 Customer Experience Strategy in Deutsche Telekom
CASE STUDY

loyalty?
André Dr. Dybek I Deutsche Telekom AG Frederic Devroye I VOO

12:00 Roundtable Discussion

12:00 Roundtable Discussion AVAILABLE SPEAKING SLOT FOR SOLUTION PROVIDER
AVAILABLE SPEAKING SLOT FOR SOLUTION PROVIDER All Attendees
All Attendees

12:40 Lunch
12:40 Lunch

CASE STUDY
14:00 How to design a service
Evolving Customer Experience through Knowledge
CASE STUDY

14:00 Simon Lange I TDC

Sharing
Thomas Reby I Google

CASE STUDY
14:45 Customer centricity, journey of Net promoter
14:45 Building customer relationships and boosting ARPU System implementation
CASE STUDY

at MTS Artem Yu Vartanyan I Vimpelcom

Michaela Caroline Jarisch I MTS Russia
15:30 Roundtable Discussion
AVAILABLE SPEAKING SLOT FOR SOLUTION PROVIDER
15:30 Interactive Panel Discussion All Attendees
Group of Speakers D

16:15 Coffee Break

16:00 Coffee Break
CASE STUDY
CASE STUDY

16:30 Segmentation 2.0: Using Analytics to deliver 16:30 Customer Experience improvement by
differentiation Customer Journey redesign. Communication to
John Belchamber I Telefonica customers about incidents
Wieke Michalides I Royal KPN N.V.
CASE STUDY
CASE STUDY

17:15 Beyond the Ordinary Program

17:15 Customer Experience in Zain KSA
Oya Ozdemir I Superonline (Turkcell Group)
Abdulmajid Al Rashoudi I Zain KSA
CASE STUDY

18:00 How to become best in class “customer experience”

CASE STUDY

18:00 Customer Experience Management in Turkcell

in 30 days
Mustafa Kopuk I Turkcell
Allan Freiheit I Telenor

18:45 Roundtable Discussion

AVAILABLE SPEAKING SLOT FOR SOLUTION PROVIDER 18:45 Final roundtable, one to one meetings and
All Attendees Closing remarks from the Chairman D

19:30 Cocktail reception

CASE STUDY - Experience Based Case Study - 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

Speed Networking Session

09 : 00
Don’t forget your business cards! Great 15 minutes ice-breaking and networking activity
to meet your peers before we start

09 : 15
Anna Philipson Customer Experience Strategy in TeliaSonera
CASE STUDY VP Head of Customer
Channels
TeliaSonera

10 : 00 A tale of three launches

Dr. Simon A. Hovell In June 2007, BT met a regulatory deadline to move provision of its core Consumer
CASE STUDY Director, Complex Products
Customer Experience calls and lines service to a new OSS. In so doing it triggered a service crisis with a
BT disastrous impact on its brand and share price. This is the story of what went wrong,
how it was fixed, and the impact it had on two major service launches, and the birth
of a modern service-focused culture in BT

• How BT went wrong when they moved Consumer voice onto the new OSS, and
how it affected our customers
• How the learning was applied to Broadband when it was moved 6 months later
– and what we still struggled with
• How that fed into the launch of BT Sport, which went from 0 to over 1 million
customers overnight – and what we learned from that which we will take for-
ward into subsequent major product launches

10 : 45 Networking Coffee Break

11 : 15 Deutsche Telekom’s HR Portal Strategy for an Integrated Employee Experience

Dr. André Dybek
CASE STUDY Head of HR Customer Employees in our business experience a high-tech job environment, but in their HR
Experience Management processes this is often underrepresented. The development of employee self-services
Standard Chartered 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 expe-
rience?

• Innovations to Improve the Employee Experience

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

BOOKING LINE: Tel.: +421 221 025 324 / Fax: +421 252 444 225 www.telecomcem.com
 DAY 1 22 APRIL 2015 7TH ANNUAL CUSTOMER EXPERIENCE MANAGEMENT IN TELECOM SUMMIT

12 : 00

AVAILABLE SPEAKING SLOT FOR SOLUTION PROVIDER

12 : 40 Lunch

14 : 00 Evolving Customer Experience through Knowledge Sharing

Thomas Reby
CASE STUDY Service Management, SMB
Services
Google

14 : 45 Building customer relationships and boosting ARPU at MTS

CASE STUDY
Michaela Caroline
Jarisch
Director Customer Base
Management
MTS Russia

15 : 30 SPECIAL FEATURE: Interactive Panel Discussion

Max von Trotha In this session, the audience has an opportunity to ask questions and have an
DISCUSSION
Milosch Godina open interactive discussion with the discussion panelists.
John Belchamber
Sugessted topics:
Thomas Reby
• 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 chan-
nels for all purposes
• Is developing the cross functional taking into account the delivery and channel
pressure points?

16 : 00 Networking Coffee Break

16 : 30 Segmentation 2.0: Using Analytics to deliver differentiation

John Belchamber
CASE STUDY Global Big Data & Business Does Big DATA offer the opportunity to deliver enriched Segmentation strategies to
Intelligence drive improved customer experience or just another platform development. Through
Telefonica practical examples from Telefonica, we’ll identify some of the pitfalls and benefits we’ve
seen delivered through a focused deployment programme.

• Does Big data offer new differentiation opportuntities for customer experience?
• How to integrate new data solutions into existing solutions
• Best practice and approaches to Transformational analytics
• Adding Insights
• Segmentation 2.0: Just another paradigm?

BOOKING LINE: Tel.: +421 221 025 324 / Fax: +421 252 444 225 www.telecomcem.com
 DAY 1 22 APRIL 2015 7TH ANNUAL CUSTOMER EXPERIENCE MANAGEMENT IN TELECOM SUMMIT

17 : 15 Beyond the Ordinary Program

Oya Ozdemir
CASE STUDY Lead Customer Experience
In 2014 we initiated the program ‘Beyond the Ordinary’ in order to make the whole
Strategy and Project Manage- company understand how important the customer and customer experience is. In
ment order to provide customers excellent experience we saw that we needed to improve
Superonline the maturity level of both headquarters and touch point employees. To exceed the
(Turkcell Group) 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.

• Customer Experience as company DNA

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

18 : 00 How to become best in class “customer experience” in 30 days

Allan Freiheit
CASE STUDY Director, Customer Service,
Back Office
Telenor

18 : 45
AVAILABLE SPEAKING SLOT FOR SOLUTION PROVIDER

19 : 15 Cocktail Reception

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

09 : 00 Opening Remarks from the Chairman

09 : 15 Coworkers and Customer Experience: How to deliver the best CE?

Guillaume Peter
CASE STUDY Head of Customer Experience • Is a Customer-Centric Approach enough?
Program at SFR Service Acad- • How companies should have the same approach in designing a Voice of the Employee?
emy
SFR • 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?

10 : 00 Orange Poland and the Human Experience Management Analytical Challenge

Marcin Charkiewicz
CASE STUDY Head of Customer Testing This presentation will focus on more advanced issues linked with Human Experience
Center Management analysis and practical long-term consequences of strategic choices. Expect
Orange 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

• Why Human Experience, not Customer Experience Management?

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

10 : 45 Networking Coffee Break

11 : 15 Loyalty programs & high value customer management: is customer service key for
Frederic Devroye achieving loyalty?
CASE STUDY VP Customer Care
VOO
• How do you build loyalty with your affluent customers?
• Is service recovery the key to customer loyalty?
• The impact of customer service in Loyalty: traditional and new channels

12 : 00

AVAILABLE SPEAKING SLOT FOR SOLUTION PROVIDER

12 : 40 Lunch

14 : 00 How to design a service

Simon Lange
CASE STUDY Head of User Experience “How to continually improve the customer experience on multiple levels and develop a way
Design to work to deliver services which are internally anchored, effective and customer centric”
TDC
• Transformation comes from acting on insights
• Establish a service design team within the organization
• Lean development and customer centricity

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

Customer centricity, journey of Net promoter System implementation

14 : 45
Artem Yu Vartanyan We will share our experience in Customer centricity, as we are two years into the
CASE STUDY Chief Customer Officer journey of Net promoter System implementation based on: 1) front-line employee
Vimpelcom
coaching and 2) the system of continuous improvement based on customer feedback.

15 : 30

AVAILABLE SPEAKING SLOT FOR SOLUTION PROVIDER

16 : 00 Networking Coffee Break

16 : 30 Customer Experience improvement by Customer Journey redesign. Communication to

Wieke Michalides customers about incidents
CASE STUDY Customer Experience
Management Customers’ expectations on network performance rise as the world gets more digital
Royal KPN N.V. 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.

• 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

17 : 15 Customer Experience Management in ZAIN KSA

Abdulmajid Al
CASE STUDY
Rashoudi
Chief Customer Care Officer
Zain KSA

18 : 00 Turning your customer experience programme into a company-wide initiative

Mustafa Kopuk
CASE STUDY Head of Customer • Learning how to brand and package your customer experience initiative
Experience
• Understanding how to ensure top-level buy-in and involvement
Turkcell
• Establishing how to secure company-wide acceptance
• Determine how to make customer experience a strategic priority and how to
set smart targets and KPIs
• Exploring how to continuously monitor your progress and share this information
with the rest of the company
• Understanding how to sustain employee involvement and commitment

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

18 : 45
from the Chairperson
All Attendees
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
Sales Contract in Telecom Summit
Conference Code AL-P-16 21 - 23 April 2015 I Berlin
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