Undisputed No.1 in Video Entertainment

Undisputed No.1 in Video Entertainment. Customer Value Management Concept 27 th January 2020.

Objectives. Bullseye. Our DNA and Mindset Why invest in CVM Define customer value management (CVM) What CVM aims to achieve Customer value and customer satisfaction Define key CVM Concepts and tools Communicate the importance of measuring quality in the eyes of a customer CVM Best practices CVM Targets Who is CVM Agent.

Customer Value Management. OUR STRATEGIC FRAMEWORK.

123RF. We activate Passion , Inspire Lifestyle and Greatness.

Become the Undisputable no.1 in Video Entertainment in Kenya.

Our DNA & Mindset. THAR WILL GET US TO UNDISPUTED NO.1.

Hold each other more accountable. Be vulnerable. Every action should promote the business.

C. H. A. A. T. R. C. E. R. CUSTOMER-FOCUSED. HUMBLE.

NEW ENTRANTS. OTT. CUSTOMERS BARGAINING POWER. High. Our service is prepaid. Customer makes decision on when and whether to pay every month..

S. W. O. T. STRENGTHS A wide variety of channels Good quality sound and images Caters for the entire family Content is enjoyable Live Sports High social status ..

Upsell Targets mostly equated growth; DTH 1 unit equates 1 Premium and DTT 1 unit equates to 1 Max - ARPU Average Revenue Per User Accepted Offer What is an offer - defined in objectives, scope and offer concept Declined offer - customer refuses our offer as stipulated in objectives, scope and offer concepts. He may bluntly say no, or want to reconnect or pay for something else other than the offer we are present Call successful no offer - customer out of scope, unless advised otherwise. e.g , an active customer on an inactive dabodabo list.

Objectives of CVM. Upsell - Active, upgrade) 2. Winback (Inactive, reconnect) 3. Preventive (Active, stay active) 4. Onboarding- Plain calls (8-60) 5. Scope - who qualifies and who doesn't, e.g , Targeted active customers. 6. Offer Concept - mechanics of promo or action taken by sub to benefit (T&Cs ).

Why invest in CVM?. Acceleration to Undisputed No.1 in Video Entertainment in Kenya To provide innovative delivery solutions by creating value for our customers One of the effective choices to attract and retain the customers in the business. CVM approach is being used to identify the “value” that can be delivered to the customers CVM is a powerful business tool as it links customers to KPIs by directly measuring the drivers of purchasing behaviour and the impact these have upon delivering KPIs such as market share, profit and loss, recommendation, share of wallet, ROI.

Why use Customer Value Management (CVM)?. CVM is a powerful business tool as it links customers to KPIs by directly measuring the drivers of purchasing behavior and the impact these have upon delivering KPIs such as market share, profit and loss, recommendation, share of wallet, ROI etc..

CVM Definition. Goal To establish CVM as a core competence for Multichoice Kenya.

Who is A CVM Agent?. CVM Agents must be passionate about delivering for our customers, genuinely interested in the industry and relish delivering in a fast paced environment. Demonstrates problem solving and troubleshooting skills. Demonstrates ability to achieve demanding sales and service targets Excellent verbal, written and problem solving skills Demonstrates ownership and accountability to achieve set targets Demonstrates ownership and accountability to achieve deadlines and targets Strive towards first time resolution and take ownership of all customer requests that come through to the CVM team Be pro-active with customer requests in terms of follow up and escalation Attend on going training sessions to increase product knowledge and save and sales skills Multitask and adapt to a fast paced environment.

CVM Categories and their responsibilities. Churn – These are customers who were previously active but disconnected due to various reasons. In this category of customers, we call first to understand and the main reason for their disconnection which will assist us in knowing what we need to do to have them reconnect bac to our services. This is where we give customers discounts and have them reconnect back. Pre-payers – These are active customers. On this queue, the main aim is to contact them before disconnection in order to prevent possible churn. We contact them 3 days, 2 days and a day to their disconnection date reminding them on their payment date and also educate them the importance/benefits/advantages of making early payments before disconnection. Onboarding - These are newly activated customers who just bought a new decoder and are still on their first month free viewing. The main aim of this queue is find out the customer journey experience right from the point of decoder purchase to installation point i.e How much the decoder was bought, where it was purchased, if an installer was allocated in time, if the installation process was effective and efficient and educate customer on self-care options and also verify if details captured during activation is also correct. We also upsell our value ad services e.g DStv Now, Showmax , Box office etc. Back Office - These are disconnected customers who made payments to the account but the account is still not active. We contact them to understand the payment was being made for which specific package and assist reconnect and offer customer education as well to avoid customer having similar experience in future.

CVM Process. Stage One Min imum Requirements Conformance Quality • Deliverirg what we prornise Stage Two Customer Focus Customer Satisfaction • Providing what customers want • Respondirg to customercomplaints Stage Three Cusbmer Attitudes Customer Loyalty • Retaining our customers • Getting them to recommend us Stage Four Competitive Focus on Targeted Markets Customer Value • tEeting cntiæl needs of targeted customers • Outperforming competitors • Creatirg new, unq terefits 21st Century.

Difference between Satisfaction and Value. Satisfaction itself does not lead to customer loyalty Positive empirical relationship between value focus and link to market share.

Differentiating on value rather than price. In a market dominated by customers making supplier switching decisions primarily on price, the key challenge facing all suppliers within any of the utility markets is to understand the customers’ perception of total value received, and not just the lowest price. Without this few companies will survive profitably in the long term with such a fixation on lowering prices. The approach that needs to be taken by suppliers is to recognise that price, reliability, service, trust, and many other attributes are typically brought together by customers into an overall expression of perceived value from their supplier which is then compared with the alternative offerings available..

Satisfaction vs Value. Satisfaction Current Servi ce Lag Indica tor Corn pa ny Pe rfo rrna n ce Tenuous Link to Busi ness Pe rfo r-rn a n ce Value The Entire Cu sto er Rela ti onship Le ad Indicator Corn pany Vs. Corn petit i o n Pr ov en Relationship to P erfo rr-r-v a n c e.

CVM Process. 1. Assess Market Opportunity 2. Conduct Analysis Customer Value Management 4. Measure and Reward Perform 3. Commit to a Value Proposition.

The ‘Value’ of Customer Value. Strengthen value proposition- value is the basis of customer decisions. Identify response with the greatest impact on customer’s future purchase behavior Hone in on winning client strategies Discipline and focus- across of the functions Dramatic impact and performance gains.

Our Priority Customer Segments. DStv - DTH. Thumb Generation.

CVM Targets. Customer Satisfaction (CSAT): 72% DTH & 68% DTT. Timely offer fulfillment to customers – push for daily crediting/ upgrades/ downgrades to ensure it is done Customer Active Days (CAD): Achieve 2% improvement to 59% DTH & achieve 2% improvement to 55% DTT. Daily performance tracking of agent productivity. Effective leads management to reduce disconnects and churn through active engagement of 8-360 days disconnected customers. Connected Video - DStv Now: Achieve a closing active OTT user base for MAH (DStv Now) of XXX (XX% growth) active subscribers Strategy execution: Timely execution of all key strategic milestones and actions as agreed during strategic sessions for the countries in the region by March 2020.

CVM Targets. NewCo Focus: Support NewCo initiatives in the group. Active participation & dedicate internal resources as and when required Kenya strategy: Develop and implement segmentation model that will enable customized initiatives by customer profile. Ensure continuous gathering of customer info by the Onboarding teams on every call Implement a Loyalty/Rewards/Recognition scheme for high-end subs and achieve assigned objectives. Enforce customer education around key areas i.e. DStv thanks and content awareness on every call Cleanse customer data to improve contact rates by estimated 20%. Consolidate non contacts list from dialed and run a check against Payment files to check for alternative contacts and use an existing resource to update on Clarity for future success.

Convergence. Short format. OTT. Data, Analytics & AI.

CVM Industry Best Practices.