How Entel, Chile’s largest mobile telecoms provider, uses experience data
Real-time experience data is helping Entel rapidly design and iterate improved customer journeysShow transcript
Entel is Chile’s largest telephony provider – and also its number one in customer satisfaction for mobile and household markets. The company has been working with SAP-acquisition Qualtrics for seven years, using its tools to measure customer experience in real time. Customer Division Manager Pablo Oyarzun explains how combining experience data with operational data is helping Entel improve customer journeys every single day. This video is in Spanish with English subtitles.
Pablo Oyarzun: Entel is a company that has been present in the Chilean market for more than 50 years. We are a cellular phone company. We also sell fiber and wireless solutions for households, directly in the homes of customers.
We have the largest (35 percent) share of the mobile telephony market in Chile; and we also have a 37-38 percent share of the total income of the telecoms market in Chile.
My name is Pablo Oyarzun. I’m the Manager for the Customer Division at Entel. I supervise the customer experience areas, which measure customer satisfaction and the customer journey.
We are number one in the country in customer satisfaction In the mobile and household markets.
Since the company was founded, the customer has always been at the core of our company. All the company’s business strategy is customer-centric. All the future decisions made by the company are based on customer needs.
We’re pretty moved, motivated and excited at being able to provide our customers with new experiences.
We have started to measure the experience of our customers from a contextual and omnichannel perspective. This has enabled us to understand the different needs of our customers and satisfy them when they contact us through different service channels – right away, and in the best possible way.
Qualtrics is one of our partners – we’ve been working together for more than seven years. We started using tools that enabled us to measure the experience of our customers in the digital world.
We used to have operational indicators and satisfaction rates, but we weren’t able to match them. Now we can do it, correlate them, and automatically identify them when we change the customer journey. We can also measure their satisfaction, we have the operational indicators, and we automatically – almost in real time – realise that we made an appropriate change; or that we have, in fact, to go back and repurpose a new customer journey.
By having real-time information, we’re able to measure and define new customer journeys every day; so we can test different what-if scenarios and then change such journeys. This has enabled us to improve in three key areas.
First, it’s real-time information; second, we’ve been able to detect the customer’s pain points much more easily; and third, we can take the customer sentiments and, based on them, offer a new customer journey.
This has enabled us to change the experiences we offer in our stores, the experience we offer online and in our mobile app; and in addition, we provide customer service executives with information about the reasons we failed, or are providing exceptional performance.
Having real-time information makes this process easy, and with this new agile structure, we can offer a new customer experience every week and automatically get new results. This has enabled Entel to rank first in customer service in Chile.
Recently, SUBTEL, a government organisation, published an index where we were awarded as the best mobile telephony company for customer service.
We’ve also won the BCX Award – for the sixth year in a row – for the best customer service in mobile telephony in Ibero-America; and for the eighth year in a row, we are the best company for customer service in Chile.
All this allows us to offer our customers endless possibilities, and Entel’s technology that can help them in their lives.