This document discusses how StarHub, a telecommunications company in Singapore, demonstrated the benefits of adopting a customer-centric strategy through their social customer relationship management (SCRM) initiatives. It provides examples of how StarHub used social listening, community engagement, idea crowdsourcing, and customer advocacy to improve customer loyalty, reduce costs, and increase brand perception. Metrics are presented showing the return on investment achieved through these SCRM programs in areas like call volume reduction and self-service adoption.
Demonstrating the benefits of a Customer Experience strategy & the ROI of customer centricity
1. Demonstrating the benefits of a Customer
Experience strategy & the ROI of customer
centricity
Presented by: Darren Choo, AVP Social CRM, Marketing, StarHub, Singapore
@bluefirefly2359
2. Full Quad-Play: One-stop shop for customers
Mobile Pay TV
NetworkBroadband
Pay TV
Pay TVHubbing
1st Fully Integrated Operator in Singapore since 2000
3. Demonstrating the benefits of a Customer
Experience strategy & the ROI of customer centricity
Examining the correlation between customer centricity and return
on investment through managing customers’ experience
Highlighting the benefits of transitioning to a customer-centric
culture and organization
Understanding how to embed customer centricity into your
business strategy
Overcoming resistance and barriers to the adoption of a customer-
centric culture and organization
Quantifying the return on investment from adopting a holistic,
customer-centric approach
9. No. 1 Socially Devoted Brand in S’pore
What is Socially Devoted?
• The company creates an
open line of
communication with
fans
• The company responds
to as many fan posts as
possible
• The company responds
in a timely fashion
Most Socially Devoted Brand - StarHub
10. StarHub won Best Brand Award
Operator of the Year award & Best Brand award 2013
13. No. 1 in Glassdoor Employee Reviews
Customer Centricity starts with employees
Our Competitors’ ratings in
14. Customer Centricity is knowing the new digital
customer with the latest MR tools
mobile
RESEARCH
ACCOMPANIED SHOPPING
UX Behavioral Economics
&
Neuroscience
Social
Ethnography
Infographics
In-House
DIY
Heuristics
Gamification
Qual
Quant
Blogging
Super users
&
Influencers
Co-Creation
CRM
Moment of
Truth
RealTime
Emotions
Online
Polls&FOCUS
GROUPS
FacialRECOGNITION
15. Customer Centricity is knowing the new digital
customer
Causes: Broadband, Social Media & Smart Phones
16. Prefers not to
call the call
centre, but
self serve
Demands for
more content
and not just
an ad
Prefers peer
support and
reviews
Vocal and
wants open
dialogue with
company
Customer Centricity is knowing the new digital
customer
17. Customer Centricity through Self Service
Postpaid
23.8%
Self-service
76.2%
Agent assisted
Y2011
51.9%
Self-service
48.1%
Agent assisted
Y2013
Versus Agent Assisted
18. Mobile
App
Web
IVR
66%
55%
39%
22% 19% 16% 14% 13% 13%
13%
8%
6%
3%
3%
2%
2% 2% 2%
21%
19%
17%
12%
10%
7% 8% 7% 5%
18%
38%
63% 68%
75% 76% 78% 80%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1H 2011 2H 2011 1H 2012 2H 2012 Q1 2013 Apr 2013 May 2013 Jun 2013 Jul 2013
By Channels
SMS
Being where
Customer Centricity through Self Service
19. Customer Centricity – Other Common Tools
NPS Systems Recommendation Engines
Customer Lifecycle & Value Management Customer Experience Management
21. StarHub’s Social CRM Journey
Social
Support &
Marketing
Customer Centricity through Social CRM
Social
Listening
Social
Media
Crisis
Handling
Hub
Social Media
Task Force 2012
2
3
4
1
StarHub
Community
Oct 2012
5
Where are you in Social CRM journey?
22. First to launch Lithium Brand Nation in S’pore
Reached more than 800K and has 15K members
25. Facebook post is in April
and you can’t search for
the latest post…so you
may start a new
one…and the voice is
dispersed…making it
mere noise
Customer Centricity is Listening
26. Customer Centricity through Laser Focus on
what Customer Cares about
On Community, a thread with 13
pages cannot be ignored,
sending a strong signal to
management
Customers can easily locate the
latest post and the response.
Vocal and
wants open
dialogue with
company
27. Incorporation of VOC feedback into decision
making across departments & executive level
What will our customers say if we do this?
31. Effective self service & social support that taps
expertise across customer base & employees
Reduces customer care costs
N = 1700
32. Improves Customer Loyalty and Brand Perception
N = 2,394 Unique entries; 31% have not read
90% of those who read the
forums regarding customer
queries and solutions are more
likely to subscribe or
resubscribe to StarHub with
this additional way to get their
customer service queries
answered
Even for those who have NOT
read the forums, 70% are more
likely to subscribe or resubscribe
to StarHub with this additional
way to get their customer service
queries answered
Social ROI – Acquisition & Retention benefits
33. Improves Customer Loyalty and Brand Perception
N = 2,394 Unique entries 37% have not read
91% of those who have read any
product reviews and user
experiences such as blog
articles and forum posts on StarHub
Community are more likely to
subscribe or resubscribe to StarHub
with this additional way of getting
information
Even for those who have NOT read
the product reviews and user
experiences such as blog articles and
forum posts , 62% are more likely to
subscribe or resubscribe to StarHub
with this additional way of getting
information
Social ROI – Acquisition & Retention benefits
34. Improves Customer Loyalty and Brand Perception
N = 2,394 Unique entries 37% have not read
83% feel the brand is more
transparent now with StarHub
Community
Social ROI – Better Brand Equity
86% feel the brand is more
trustworthy now with StarHub
Community
86% see StarHub as a better
brand as a result of StarHub
Community
35. Call
Volume
Wait Time
(Customer)
Self Help
(Successful)
Benchmark
against Y2011
32% 70% 250%Jan 13 – Jul 13
02 Jan 2009: S$1.95
Source: limtan.com.sg as at 22-08-2013 5:04 PM
22 Aug 2013: S$4.19
Listed on the main board
of SGX-ST on
13 October 2004
Source: sg.finance.yahoo.com as at 23-08-2013 6PM
StarHub (CC3)
Straits Time Index
ROI on Customer Centricity
44. Customer Centricity is being Inclusive
Golden Gurus
Total number of unique visitors 6,542
Total number of new posts generated 912
Total number of page views 21,248
Total cost of EDMs, banner, etc. $1,699
45. Active aging hackathon
(part 1)
Total number of unique visitors 2,630
Total number of ideas generated 96
Total number of votes generated (likes) 2,317
Total cost of sponsorship, EDMs,
banner, etc.
$10,693
Active aging hackathon
(part 2)
Total number of unique visitors 535
Total number of ideas generated 15
Total number of votes generated (likes) 410
Total cost of prizes, EDMs, banner, etc. $1,202
Customer Centricity is letting your voice count
Pre-Hackathon Crowdsourcing
Ideas
2,036 Votes
90 Ideas
Post-Hackathon Ideas Voting
Crowdsourcing Ideas; Seniors Engagement
StarHub Golden
Gurus activation `
46. Lady First
Total number of new posts
generated
1,928
Total number of page views 39,361
Total cost of EDMs, blogger,
prizes, briefing, banner, etc.
$4,365
Customer Centricity is facilitating Social Sharing
54. Active aging hackathon
(part 1)
Total number of unique visitors 2,630
Total number of ideas generated 96
Total number of votes generated (likes) 2,317
Total cost of sponsorship, EDMs,
banner, etc.
$10,693
Active aging hackathon
(part 2)
Total number of unique visitors 535
Total number of ideas generated 15
Total number of votes generated (likes) 410
Total cost of prizes, EDMs, banner, etc. $1,202
Idea Exchange – Active Aging Hackathon
Pre-Hackathon Crowdsourcing
Ideas
2,036 Votes
90 Ideas
Post-Hackathon Ideas Voting
Crowdsourcing Ideas; Seniors Engagement
StarHub Golden
Gurus activation `
58. Lady First
Total number of new posts
generated
1,928
Total number of page views 39,361
Total cost of EDMs, blogger,
prizes, briefing, banner, etc.
$4,365
Forum for LadyFirstSG
And there you have it, my 11 takeaways from watching the program.