MANAGE VOICE OF QUALITY THROUGH

DIFFERENT CHANNELS

CxQMD _ Quality Management Department

01/08/2024
 STRATEGIC PARTNERSHIP
BETWEEN ETHIO TELECOM &
INFORMATION NETWORK SECURITY
ADMINISTRATION
4
CONTENT

INTRODUCTION
(Project Factors, Objective,
Scope & Methodology)
RESOURCE & TOOL

ETHIO TELECOM CURRENT

PRACTICE OF VoC IMPLEMENTATION PLAN
(Implementation Milestone)

ETHIO TELECOM VOICE OF

QUALITY CHANNELS
ROLE AND RESPONSIBILITIES

BENCHMARKS
CONCLUSION

01/08/2024 CxQMD|QM|Quality|Control and Assurance 9

BACKGROUND
 INTRODUCTION (1/2)

 Voice of the Customer (VoC) is a research method that's used to collect customer feedback. A VoC program can
help you capture how your customers feel about your business, product, or service, giving you insights that can help
you create a stronger customer experience.
 VoQ can be used to identify areas where quality can be improved, to prioritize quality improvements, and to track
the effectiveness of quality improvement initiatives. It can also be used to build customer loyalty and satisfaction.
 This feedback can be gathered through surveys, interviews, focus groups, or social media monitoring.
 The use of VOQ is becoming increasingly important in the telecom industry. As competition intensifies, telecom
companies are looking for ways to differentiate themselves from their competitors.
 By listening to their customers and implementing VOQ, telecom companies can improve their products and services
and provide a better customer experience.
 The purpose of the VoQ program's implementation is to centrally handle quality-related complaints by providing a
voice of quality program that works from receiving quality complaints, prioritizing complaints, and distributing them to
the appropriate department, to resolving and communicating with customers using existing social media platforms,
system and non-system based resources.
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INTRODUCTION (2/2)

Brand image complaints: These Network performance : This includes

complaints are about the overall brand image, complaints about dropped calls, poor voice
such as the company's reputation, its quality, slow data speeds, and difficulty making
advertising, or its social responsibility initiatives or receiving calls.
. .

Hardware and software : This Customer service : This includes

includes complaints about defective devices, complaints about rude or unhelpful customer
software bugs, and compatibility issues. service representatives, long wait times, and
problems resolving issues

Fraud : This include complaints about Billing : This include complaints about
unauthorized charges, identity theft, and incorrect bills, billing errors, and unexpected
scams. charges
. .

CxQMD|QM|Quality|Control and Assurance

BENEFIT OF VoQ

Telecom companies implement voice of quality (VOC) for a number of reasons, including:
 To improve customer satisfaction. VOC can help telecom companies identify areas where they can improve
their customer experience, such as by making it easier to contact customer service or by improving the quality of
their network.
 To identify new opportunities. VOC can help telecom companies identify new products or services that their
customers are interested in. For example, if a telecom company hears from customers that they are frustrated
with the lack of coverage in a particular area, they may decide to invest in expanding their network in that area.
 To improve their competitive position. By understanding what their customers want and need, telecom
companies can improve their competitive position by offering products and services that meet those needs.
 To comply with regulations. In some cases, telecom companies are required to gather VOC data in order to
comply with regulations.

01/08/2024 CxQMD|QM|Quality|Control and Assurance 13

 INITIATION FACTORS

Ignite Growth Potential CX Shortfalls

The existence of unaddressed quality
The ignite growth of the telecom industry which related complains led to potential CX
needs Expanding and retaining customer base shortfall
by understanding what your target audience  Poor network coverage in rural area
wants, needs, and expects from your  Slow internet speeds
organization.  Outdated infrastructure
 Unreliable customer service

Market competition The Uncovered Unexpected

Insights and Opportunities
The current competition which leads the
VoC programs often helps to uncover quality
customer expectation to Deliver an industry-
answers to questions you haven’t even asked
leading experience that produces loyal
yet, paving the way for meaningful further
customers and helps your business stand out
research and opening new opportunities to
from the crowd by providing quality service and
improve your customer experience
products CxQMD|QM|Quality|Control and Assurance
 OBJECTIVE

To ensure quality related complaints

is addressed and handled centrally
and properly and Enhancing customer
satisfaction and loyalty

To identify and prioritize areas for

improvement and To indicate any
possible recommendation and solution
To implement voice of quality effective
and efficient by optimizing proper

resource allocation and utilization.

your date here CxQMD|QM|Quality|Control and Assurance 15

SCOPE

The scope of the VoQ program is all the feedback that is gathered through
 Customer satisfaction: This includes feedback on products, services, social Media
Monitoring and customer support.
 Employee engagement: This includes feedback on work environment, compensation, and
benefits & from their surroundings.
 Supplier performance: This includes feedback on quality, delivery, and cost.
 Process effectiveness: This includes feedback on efficiency, effectiveness, and compliance.
 All Ethio telecom Voice of Quality Channels

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METHODOLOGY

Steps To build an effective VoQ

 Collecting or self-monitoring and analyzing Primary
feedback from Existing social media platforms data
and other sources .
 Identifying & sort quality related customer
complaints
 Prioritize the complaints
 Identify Responsible stakeholder for each
complaints & take actions.
 Follow up the status of the complaints
 Measure and evaluate the results &
prepare report
 Customers complain process & KPI
 Reports on customer complain (NPS, Maturity
assessments)
 Benchmarks
 Research on VoQ
Secondary
data

CxQMD|QM|Quality|Control and Assurance

ETHIO TELECOM
CURRENT PRACTICE
OF VoC
 CURRENT PRACTICE OF VoC IN ETHIO TELECOM

Customer Satisfaction
Score (CSAT)
These survey helps to understand How
happy is customers with Ethio telecom? the
feedback provided on specific areas of the
customer experience in order to identify
Customer Effort
Score (CES) opportunities for improvement.
Net Promoter
Score (NPS)
These help to analyze How easy is to interact
with Ethio telecom channels? There is room for These survey helps to understand How

improvement in the customer experience, and eager is our customers to recommend Ethio

needs to examine the specific areas where telecom brand? These promotors are likely

customers are facing difficulties and take action to to act as brand ambassadors, enhance a

make those interactions or tasks easier and more brand’s reputation, and increase referral

efficient for customers flows, helping fuel the company's growth

CxQMD|QM|Quality|Control and Assurance
ETHIO TELECOM VOICE
OF QUALITY CHANNELS
 ETHIO TELECOM VOICE OF QUALITY CHANNELS
Focus groups
Focus groups allow you to get feedback from a
variety of people and see how they interact with
each other. Ethio Telecom sometimes conducts
focus groups with customers to get more in-depth
feedback like enterprise customers and SOHO
Customers.

Social media monitoring Call Center/Customer support

social media monitoring tools to track mentions of your Ethio telecom call center agents are trained to
brand, product, or service. Ethio Telecom also monitors listen to customer feedback and escalate issue
social media for feedback from customers. Ethio telecom to the appropriate department for solution very
also has a dedicated website where customer can active and supportive short numbers like 994,
provide feedback. 127 & 980

Customer surveys
Mobile App Surveys can be used to ask customers about their
Ethio Telecom has a mobile app where satisfaction with your products or services, their
customers can provide feedback. The most needs and expectations, and any areas where they
well-known mobile apps are Super App, My think you could improve.
ethiotel & Tele gebeya Ethio Telecom conducts customer surveys on a
regular basis to collect feedback on the quality of its
service by using CES, CSAT & NPS

01/08/2024 CxQMD|QM|Quality|Control and Assurance 21

TETHIO ELECOM SOCIAL MEDIA PLATFORMS

Ethio Telecom has a Facebook page with over Ethio Telecom has an Instagram account
1.5 million followers. The page is used to with over 100,000 followers. The account is
share news and updates about Ethio used to share photos and videos about
Telecom's products and services, as well as Ethio Telecom's products and services, as
to answer customer questions well as to interact with customers .

200K+ 50K +

1.5M + 100k +

Ethio Telecom has a Twitter account with Ethio Telecom has a YouTube channel
over 200,000 followers. The account is with over 50,000 subscribers. The
used to share news and updates about channel is used to share videos about
Ethio Telecom's products and services, as Ethio Telecom's products and services,
well as to interact with customers. as well as to interact with customers
CxQMD|QM|Quality|Control and Assurance
ETHIO TELECOM SOCIAL MEDIA PLATFORMS

Telegram Tiktok Ardi  Ethio Telecom also has a presence on

Telegram, Website, LinkedIn, TikTok
and an Ardi AL live chat bot who works
24/7 to support the customer.

Website Linkeden

CxQMD|QM|Quality|Control and Assurance

BENCHMARKS
BENCHMARKS

T-Mobile also found that In 2019, Orange found that

01 customers were dissatisfied customers were dissatisfied with
with the lack of coverage in 02 the length of time it took to resolve
rural areas. In response, T- customer complaints. In response,
Mobile expanded its network to Verizon found that customers Orange created a new process for
cover more rural areas 04 were dissatisfied with the clarity resolving customer complaints that
of their voice calls. In response, is more efficient and effective
Verizon invested in new
technology that improves the
clarity of voice calls.

AT&T found that customers were

Vodafone uses this VoQ data to dissatisfied with the length of time
04 identify areas where it can
03 it took to resolve customer
improve the coverage and complaints.
. In response, AT&T
In 2019, Safaricom launched a created a new process for
performance of its network
new social media listening tool. resolving customer complaints that
.
The tool allows Safaricom to is more efficient and effective
02 monitor social media for mentions
of its brand, products, and
services. This has helped
Safaricom to identify VoQ areas
where it can improve its customer
experience
CxQMD|QM|Quality|Control and Assurance
RESOURCE & TOOL
RESOURCE & TOOL FOR VoQ PROGRAM

Social Media Review System based &

Other Source
 Facebook Social media Review  CRM
 Telegram (Customer reviews)  ECAF
 YouTube  Top Call Reasons
 Twitter ECAF MM Report  MM Report
 TikTok  Network
 Ardi Mointoring section
 Employee survey

CRM/Call Reasons
(Complaint logs)
Survey Result

Employee Survey

CxQMD|QM|Quality|Control and Assurance

IMPLEMENTATION PLAN
 VoQ IMPLEMENTATION MILESTONE

Milestone 1: Initiation/Planning Milestone 3: Taking Corrective Milestone 5: Measurement &

Timeline: 2-3 Weeks action Evaluation
Timeline: 1 month Timeline: 2-3 Weeks

Milestone 2: Data collection & Milestone 4: Monitoring & Follow-up Milestone 6: Improvement area
Analyze Timeline: 1 Month & Conclusion
Timeline: 1 Weeks Timeline: 2 Weeks

01/08/2024 CxQMD|QM|Quality|Control and Assurance 29

IMPLEMENTATION PLAN
Planning/Initiation
 On Initiation and planning stage the following tasks is done
 Define the VoQ program's scope. This includes determining the nature of the
complaints and the VoQ program's processes, as well as the program’s objective.
 Deciding what kind of data has to be collected
 The source and techniques to be used to gather VoQ data

Data collection & Analyze

 Identify the department that can supply quality complaints and communicate and
request data, such as the social media monitoring section, customer service, mobile
money reporting sections, CxRDA sections, and others monthly.
 Choosing the appropriate channels and Receive data from social media reviews, call
reasons, CRM, MM reports, CxRDA surveys, employee surveys, and other sources.
 Collect and evaluate data in such a way that the VoQ objective and implementation are
met.
 Determine the important themes and insights from the data and prioritize them for
proper resolution.
Taking Corrective action
 Distribute the complaints to the responsible stakeholder for resolution based on their
categorization.
CxQMD|QM|Quality|Control and Assurance
 IMPLEMENTATION PLAN
Measurement & Evaluation
 Track the amount of client complaints received each month and
include the status of the complaints, the resolution rate, the
customer satisfaction level, the cost of handling complaints, the
cause for unresolved issues, and their progress with offered
solutions.
 Check the status of the quality complaints you've received and
evaluate it using the matrix and KPIs
 Prepare report which shows the status of the VoQ program for
stakeholders

Monitoring & Follow-up Improvement area & Conclusion

 Ensure that all consumer complaints have been
 This section of the program identifies and suggests
received and are being addressed properly.
improvements that could be made to the product or
 We must follow up to obtain an update on the service, the VoQ initiative, or the way complaints are
status of the complaint in order to ensure that the handled.
complaints are properly addressed.
 We begin making the requested adjustments and monitor
the results to ensure that they are effectively applied in the
future.
 By conducting focus groups, we informed the
stakeholders, such as customers, staff, and management,
on the results of the VoQ program implementation and its
status.
 Implement a compensation approach for the impacted
clients and create a strategy to stop future quality issues.

CxQMD|QM|Quality|Control and Assurance

ROLE AND
RESPONSIBILITIES
ROLE AND RESPONSIBILITIES


Major Activity
Receive, analyze, prioritize, convey, and distribute VoQ complaints, and
 QC&A
monitor VoQ program implementation
 Social Media Monitoring  Send quality-related concerns collected through social media monitoring
section to the QC&A section
 Share and collaborate on the VoQ program with QC&A to centrally
 CxDAR manage quality-related issues.
 Collect VoQ complaints about the product and service and forward them
 Other department Quality
on to QC&A, along with information about what was done about the
Assurance sections
problem.

Role &
  Send a monthly report and quality-related data on all tele birr services to
MM Reporting section
QC&A to track quality gaps,
 ISD Responsibility  Grant users' privileges to the social media monitoring system

CxQMD|QM|Quality|Control and Assurance

CONCLUSION
CONCLUSION

To successfully implement the voice of program centrally and effectively with in the organization

1. Establish a clear and concise complaint handling voice of quality process. This process should be
documented and accessible to all customer-facing employees. It should include clear steps for how to:

 Receive and log complaints

 Investigate complaints

 Resolve complaints

 Follow up with customers

2. Train all customer-facing employees on the complaint handling process. This training should ensure that all
employees understand their role in the process and are able to handle complaints effectively. And Encourage
employees to report any quality issues in their surroundings to the Voice of Quality initiative.

3. Use a customer relationship management (CRM) system to track complaints. This will help us to keep track of
all complaints, identify trends, and measure the effectiveness of our complaint handling process.

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CON’

4. Respond to complaints promptly and professionally. Customers who complain expect a quick and
professional response. We have to make sure that we respond to all complaints within a reasonable timeframe and
that we are respectful and understanding of the customer's concerns.

5. Resolve complaints to the customer's satisfaction. This may involve providing a refund, issuing a credit, or
making a change to our product or service. It is important to resolve complaints in a way that the customer feels is
fair and satisfactory.

6. Use complaints as an opportunity to improve our products and services. Complaints can provide valuable
insights into how you can improve your products and services. By taking the time to understand and address
customer complaints, we can improve the overall customer experience.

01/08/2024 CxQMD|QM|Quality|Control and Assurance 36

THANK YOU