Telia Inmics-Nebula is a subsidiary of Telia, offering ICT services to all kinds of companies. Read how they increased their NPS score by 250%, improved churn, and reduced reclamations.
Telia Inmics-Nebula is a subsidiary of the Nordics Telco Telia, and its core business is providing ICT services to companies in Finland. Their offer includes end user services, such as IT service desk for companies of any size, and continuous services, such as mobile and laptop devices, network access, cloud services, software licenses, and so on.
The company was collecting feedback in the form of Net Promoter Score (NPS) surveys that were delivered at every interaction with the customer.
The two lines of services were getting very different results: on one side, end user services had an NPS of 80 and were getting public recognition (Service Desk of the Year award in 2018 and 2020); on the other side, continuous services had an NPS below 20.
Heli Ollilainen – Customer Experience and Insights Manager – was not satisfied.
She and the team knew that the NPS score at Telia Inmics-Nebula has a correlation with both the number of reclamations and the number of service terminations, which are key operational metrics with direct impact on revenue.
They then set out to figure out what issues were negatively affecting NPS, so that they could be addressed promptly.
To make things more complicated, Telia Inmics-Nebula receives thousands and thousands of pieces of feedback from customers on a monthly basis, processed in different systems. The overwhelming amount made it so that feedback was not really used to inform any action or decision. Sporadically, some teams would read the comments from customers, yet there was no structured way to process those.
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Heli started looking at how to better map the customer journey and what type of measurement could be used at the different stages.
Rather than using NPS at all touchpoints, she decided to implement CSat (customer satisfaction) for the daily interactions with customers, while sending out Net Promoter Score surveys only a few times a year, in order to establish NPS as a metric that measures the overall relationship with the customer.
The company also looked at how to better collect feedback at earlier stages of the journey, for example using Customer Effort Score (CES) after customers purchase new services online.
“We wanted to develop our customer journeys. Therefore, we also wanted to optimize the way we collected feedback, so we could get the answers we need in specific touchpoints”, says Heli.
Heli and the team then decided to consolidate all the sources of customer feedback in Lumoa, so that they didn’t have to go to different systems to figure out what customers were saying. Lumoa also helped them analyze the feedback, identify which items are most critical to address with internal initiatives, and measure the impact such initiatives have had on key metrics.
Heli Ollilainen tells about how Telia Inmics-Nebula improved customer experience with Lumoa.
|Lumoa has been a great help. Feedback comes in written form, and Lumoa categorises it and tells us what items have the greater impact, for example what items are driving the NPS score down.
Not long after having taken Lumoa into use, Heli and the team started seeing trends and themes that were negatively affecting their key metrics.
For example, they could see that many customers were discussing response times, and that they were keen to see an improvement in that area.
With this information, Telia Inmics-Nebula looked into their ticket queuing process: they understood that in order to make response times faster, they needed to simplify the process. They then reduced the number of queues and made other basic changes to how tickets were handled.
This and other initiatives were incredibly successful, so much so that for continuous services the NPS score increased by more than 250% in one year, from 17 to 60.
“Improving customer experience is always a team effort”, says Heli. “When we knew our pain points, we then started looking at how to improve our processes and where to put our resources, so that we could better understand the art of managing tickets.”
Thanks to Lumoa, Telia Inmics-Nebula had the chance to see what elements of their service have the greatest impact on the customer experience. The results of the improvements they made did not stop at NPS or other CX metrics, but they extended to the business side, since they have seen a reduced number of reclamations and improved churn rates.
“We talk more actively about feedback and customers in our team meetings”, says Heli. “It is easier when you can clearly see what the topics are that customers are discussing and how much each topic impacts the KPIs. This has been without doubts the most important things for us.”