7th Annual Customer Experience Managment in Telecom Summt

7
th CEM in Telecom Summit
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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:
HOW TO FORECAST
FUTURE VALUE OF
A CUSTOMER ?
Customer loyalty: What

does that mean today?
16
CASE STUDIES
FROM COMPANIES:
Deutsche Telekom
Orange
Telefonica
KPN
TDC
SPEAKERS
Dr. Simon A. Hovell
Director, Complex Products
Customer Experience
BT
Marcin Charkiewicz
Head of Customer Testing
Center
Orange
Allan Freiheit
Director, Customer Service, Back
Office
Telenor
Dr. Andr Dybek

Head of HR Customer
Experience Management
Deutsche Telekom AG
Guillaume Peter
Head of Customer Experience
Program at SFR Service
Academy
SFR
Anna Philipson
VP Head of Customer Channels
Teliasonera
Max von Trotha

Director of Customer
Experience, Launch
Management & Investment
Roadmap
EE
Oya Ozdemir
Lead Customer Experience
Strategy and Project
Management
Superonline (Turkcell Group)
Thomas Reby
Service Management, SMB
Services at Google
Google
Simon Lange
Head of User Experience
Design
TDC
Wieke Michalides
Customer Experience
Management
KPN
Milosch Godina
Director Customer Operations
Tele2
Michaela Caroline Jarisch

Director Customer Base
Management
MTS Russia
Mustafa Kopuk
Senior Customer Experience
Specialist at Turkcell, Head of
Customer Experience
Turkcell
Artem Yu Vartanyan
Chief Customer Officer
Vimpelcom
Frederic Devroye
VP Customer Care
VOO
Abdulmajid Al Rashoudi
Chief Customer Care Officer
Zain
John Belchamber
Head Global Business
Intelligence
Telefonica
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
Speed Networking Session
09:15
Customer Experience Strategy in TeliaSonera
Anna Philipson I TeliaSonera

A tale of three launches
Dr Simon A. Hovell I BT
Coworkers and Customer Experience: How to deliver

the best CE?
Guillaume Peter I SFR
10:00
Orange Poland and the Human Experience

Management Analytical Challenge
Marcin Charkiewicz I Orange
10:45
Frederic Devroye I VOO
12:00
Roundtable Discussion
16:30
18:00
Beyond the Ordinary Program

Oya Ozdemir I Superonline (Turkcell Group)
CASE STUDY
17:15
How to become best in class customer experience

in 30 days
Allan Freiheit I Telenor
18:45
19:30
CASE STUDY
AVAILABLE SPEAKING SLOT FOR SOLUTION PROVIDER
All Attendees
Customer centricity, journey of Net promoter

System implementation
Artem Yu Vartanyan I Vimpelcom
15:30
16:15
CASE STUDY
John Belchamber I Telefonica
14:45
Coffee Break
Segmentation 2.0: Using Analytics to deliver

differentiation
Simon Lange I TDC
All Attendees
CASE STUDY
16:00
Group of Speakers
How to design a service
Coffee Break
16:30
Customer Experience improvement by

Customer Journey redesign. Communication to
customers about incidents
Wieke Michalides I Royal KPN N.V.
17:15
Customer Experience in Zain KSA
Abdulmajid Al Rashoudi I Zain KSA
18:00
Customer Experience Management in Turkcell
18:45
Final roundtable, one to one meetings and

Closing remarks from the Chairman
Mustafa Kopuk I Turkcell
Cocktail reception
- Experience Based Case Study
CASE STUDY
Interactive Panel Discussion
14:00
Lunch
CASE STUDY
15:30
CASE STUDY
Building customer relationships and boosting ARPU

at MTS
Michaela Caroline Jarisch I MTS Russia
CASE STUDY
14:45
12:40
Lunch
Evolving Customer Experience through Knowledge

Sharing
Thomas Reby I Google
All Attendees
14:00
Loyalty programs & high value customer

management: is customer service key for achieving
loyalty?
CASE STUDY
11:15
Customer Experience Strategy in Deutsche Telekom
All Attendees
12:40
Coffee Break
Coffee Break
Andr Dr. Dybek I Deutsche Telekom AG
12:00
09:15
- Great Opportunities for Networking
D - Discussion
CASE STUDY
11:15
Opening Remarks from the Chairman
CASE STUDY
10:45
09:00
CASE STUDY
10:00
Registration and Morning Coffee
CASE STUDY
09:00
CASE STUDY
CASE STUDY
08:50
08:20
CASE STUDY
08:20
23 April 2015
CASE STUDY
22 April 2015
DAY 1
22 APRIL 2015
7TH ANNUAL CUSTOMER EXPERIENCE MANAGEMENT IN TELECOM SUMMIT
08 : 20
08 : 50
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
Anna Philipson
CASE STUDY
10 : 00
Dr. Simon A. Hovell
CASE STUDY
Customer Experience Strategy in TeliaSonera
VP Head of Customer
Channels
TeliaSonera
Director, Complex Products

Customer Experience
BT
A tale of three launches

In June 2007, BT met a regulatory deadline to move provision of its core Consumer
calls and lines service to a new OSS. In so doing it triggered a service crisis with a
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 forward into subsequent major product launches
CASE STUDY
10 : 45
Networking Coffee Break
11 : 15
Dr. Andr Dybek
Deutsche Telekoms HR Portal Strategy for an Integrated Employee Experience
Head of HR Customer
Experience Management
Standard Chartered
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?

Innovations to Improve the Employee Experience

More touch-points - More benefits?
Metrics as a Key Resource for Optimization
www.telecomcem.com
DAY 1
22 APRIL 2015
12 : 00
CASE STUDY
CASE STUDY
12 : 40
Lunch
14 : 00
Thomas Reby
Evolving Customer Experience through Knowledge Sharing
14 : 45
Michaela Caroline
Jarisch
Building customer relationships and boosting ARPU at MTS
15 : 30
SPECIAL FEATURE: Interactive Panel Discussion
Max von Trotha

Milosch Godina
John Belchamber
Thomas Reby
In this session, the audience has an opportunity to ask questions and have an
open interactive discussion with the discussion panelists.
Service Management, SMB

Services
Google
Director Customer Base

Management
MTS Russia
DISCUSSION
CASE STUDY
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
Is developing the cross functional taking into account the delivery and channel
pressure points?
16 : 00
16 : 30
John Belchamber
Segmentation 2.0: Using Analytics to deliver differentiation
Global Big Data & Business

Intelligence
Telefonica
Does Big DATA offer the opportunity to deliver enriched Segmentation strategies to
drive improved customer experience or just another platform development. Through
practical examples from Telefonica, well identify some of the pitfalls and benefits weve
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?
www.telecomcem.com
DAY 1
22 APRIL 2015
Beyond the Ordinary Program
17 : 15
Oya Ozdemir
CASE STUDY
Lead Customer Experience

Strategy and Project Management
Superonline
(Turkcell Group)
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
CASE STUDY
Customer Experience as company DNA

Reward employees who reward your customers
Make every employee understand each other and the customer
How to become best in class customer experience in 30 days
Director, Customer Service,

Back Office
Telenor
18 : 45
19 : 15
Cocktail Reception
Click on image for play video with testimonials from our CEM Summit
www.telecomcem.com
DAY 2
23 APRIL 2015
08 : 20
09 : 00
Coworkers and Customer Experience: How to deliver the best CE?
09 : 15
Guillaume Peter
Head of Customer Experience

Program at SFR Service Academy
SFR
CASE STUDY
10 : 00
Marcin Charkiewicz
Head of Customer Testing

Center
Orange
CASE STUDY
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?
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
Frederic Devroye
Loyalty programs & high value customer management: is customer service key for
achieving loyalty?
VP Customer Care
VOO
CASE STUDY
Why Human Experience, not Customer Experience Management?

HEM analytics and chess players: Strategic, Tactical & operational levels
Bloopers & learning process: how not to measure HEM
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
CASE STUDY
12 : 40
Lunch
14 : 00
Simon Lange
How to design a service
Head of User Experience

Design
TDC
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
www.telecomcem.com
DAY 2
23 APRIL 2015
14 : 45
Artem Yu Vartanyan
CASE STUDY
Chief Customer Officer

Vimpelcom
Customer centricity, journey of Net promoter System implementation

We will share our experience in Customer centricity, as we are two years into the
journey of Net promoter System implementation based on: 1) front-line employee
coaching and 2) the system of continuous improvement based on customer feedback.
15 : 30
CASE STUDY
16 : 00
16 : 30
Wieke Michalides
Customer Experience improvement by Customer Journey redesign. Communication to

customers about incidents
Customer Experience
Management
Royal KPN N.V.
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.

CASE STUDY
17 : 15
Abdulmajid Al
Rashoudi
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
Customer Experience Management in ZAIN KSA
Chief Customer Care Officer

Zain KSA
18 : 00
Mustafa Kopuk
CASE STUDY
Head of Customer
Experience
Turkcell
Turning your customer experience programme into a company-wide initiative

18 : 45
All Attendees
Learning how to brand and package your customer experience initiative

Understanding how to ensure top-level buy-in and involvement
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

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.
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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7

th CEM in Telecom Summit

Free Adobe InDesign Template

21 - 23 April 2015 I Berlin

Eurostars Berlin Hotel

BT - Dr. Simon A. Hovell

How to reward your

HOW TO LEVERAGE BIG DATA &

Customer loyalty: What

Dr. Andr Dybek

Max von Trotha

Michaela Caroline Jarisch

Who should attend

Customer Lifecycle Strategy

7 TH ANNUAL CUSTOMER EXPERIENCE

To create customer experiences that build loyalty and

Customer Journey mapping as a continuous improvement tool

Growing focus on mobile customer

Do you really know what your customers

Progressive customer-centric companies moving towards a mobile-first

What does customer experience maturity mean?

Drive towards greater maturity around

How to forecast the future value of a

Mobile is becoming the customers

Mobile Customer Experience Will Fuel

Speed Networking Session

Customer Experience Strategy in TeliaSonera

Anna Philipson I TeliaSonera

Coworkers and Customer Experience: How to deliver

Orange Poland and the Human Experience

Frederic Devroye I VOO

Beyond the Ordinary Program

How to become best in class customer experience

Allan Freiheit I Telenor

AVAILABLE SPEAKING SLOT FOR SOLUTION PROVIDER

Customer centricity, journey of Net promoter

AVAILABLE SPEAKING SLOT FOR SOLUTION PROVIDER

John Belchamber I Telefonica

Segmentation 2.0: Using Analytics to deliver

Simon Lange I TDC

How to design a service

Customer Experience improvement by

Customer Experience in Zain KSA

Abdulmajid Al Rashoudi I Zain KSA

Customer Experience Management in Turkcell

Final roundtable, one to one meetings and

Mustafa Kopuk I Turkcell

- Experience Based Case Study

Interactive Panel Discussion

Building customer relationships and boosting ARPU

AVAILABLE SPEAKING SLOT FOR SOLUTION PROVIDER

Evolving Customer Experience through Knowledge

AVAILABLE SPEAKING SLOT FOR SOLUTION PROVIDER

Loyalty programs & high value customer

Andr Dr. Dybek I Deutsche Telekom AG

- Great Opportunities for Networking

Opening Remarks from the Chairman

Registration and Morning Coffee

Opening Remarks from the Chairman

Registration and Morning Coffee

7TH ANNUAL CUSTOMER EXPERIENCE MANAGEMENT IN TELECOM SUMMIT

Registration and Morning Coffee

Opening Remarks from the Chairman