- Deutsche Telekom’s Europe-wide commitment to best customer experience awarded at UK Customer Experience Awards 2015
- “International Customer Contact Analysis-ICCA” program winner in the “International Business” category
- ICCA program rolled out uniformly across 12 countries in Europe
For all service driven companies putting the customer at the heart of their business is key to success. Deutsche Telekom has clearly endorsed this, as best customer experience constitutes one of its four strategic pillars towards becoming the leading European Telco. Now its commitment to best customer experience has gained international acclaim at the UK Customer Experience Awards 2015.
Deutsche Telekom won first place in the “international business” category for its International Customer Contact Analysis (ICCA) program. This “Voice of the Customer” program is a highly sophisticated tool for assessing customer perception across 12 European markets in Deutsche Telekom’s footprint. It encompasses all major customer touch points, including customer service, retail, self-service, field-technicians, e-business, covering both fixed and mobile customers.
“We are very excited about this award as it acknowledges our continuous efforts to be the best choice for our customers. Our International Customer Contact Analysis program is the mirror which enables us to see how our customers perceive our business and service quality. It allows us to listen and understand the “Voice of our Customers” and react accordingly,” says Attila Keszeg, Senior Vice President, responsible for Europe Commercial Excellence at Deutsche Telekom. “Customer insights we obtain from the program are swiftly put into action to further improve customer satisfaction. The ICCA program fully supports our strategic commitment to offer best branded customer experience driven by our technological leadership.”
Approximately 5 million customers’ feedbacks were received last year, using a unique customer insight methodology, based on the same master questionnaire and reporting system. This Europe-wide initiative permits to gain a wealth of feedback from customers in real-time through interviews via Email, SMS or Interactive Voice Response (IVR).
As an example, based on local customer insights, asking for improved roaming propositions, T-Mobile Netherlands introduced a new Travel & Surf weekend option. Similarly, at Macedonia, customers were giving feedback that waiting times in retail shops were often too long. Makedonski Telekom swiftly took measures, which resulted in waiting time decreasing by half. In both cases, immediate response led to customer satisfaction sharply increasing.
UK Customer Experience Awards runs now for the sixth year attracting a growing interest across Europe, both from large corporations as well as start-ups. Entries are scored according to pre-defined criteria and shortlisted companies present to a panel of judges formed by experts across industries.
About Deutsche Telekom
Deutsche Telekom is one of the world’s leading integrated telecommunications companies with around 151 million mobile customers, 30 million fixed-network lines and more than 17 million broadband lines (as of December 31, 2014). The Group provides fixed network, mobile communications, Internet and IPTV products and services for consumers and ICT solutions for business customers and corporate customers. Deutsche Telekom is present in more than 50 countries and has approximately 228,000 employees worldwide. The Group generated revenues of EUR 62.7 billion in the 2014 financial year - more than 60 percent of it outside Germany.