Speakers at European Communications’ recent customer experience seminar said looking outside of the telecoms industry, simplification and focusing on staff are key to improving the service telcos provide.

Luka Baranovic, Director of Customer Experience Management at Croatia Telekom, explained why the first person he called when he took up his role at the Deutsche Telekom subsidiary was a chef.

“You have to learn customer experience from the industries that do it the best… that’s hospitality, that’s entertainment,” he said.

“The chef was a proven champion of experience design.

“There was very little discussion of the methods, the processes… it was all about customers as humans, the emotions.”

You can watch the interview below, or click here to watch Baranovic’s presentation.

Jo Causon, CEO of the UK’s Institute of Customer Service, was another speaker who focused on the human aspect.

“The biggest lesson for a telco is thinking about what kind of a culture am I trying to develop,” she said.

“We know there is a direct correlation between high levels of employee engagement and high levels of customer satisfaction.”

You can watch the discussion in full below, or click here to watch her presentation at the seminar on our YouTube channel.

Retailers are the top performing sector in the UK when it comes to customer experience, according to the Institute’s latest research.

Dan Moross, Director of Customer Experience at print provider moo.com, shared the four key ingredients to its approach, which includes a major focus on their staff.

“Making sure that the brand values and the mission of the company is communicated to employees when they start is really important,” he noted.

You can watch Moross’ presentation in full below.

However, over three-quarters of operators polled by European Communications said increased investment in customer experience is being dedicated to technology, with just 24 percent choosing people.

You can watch Editor Marc Smith present other key findings from the survey below.

For Harsha Gowda Siddaveere, VP of Service Transformation and Strategy at Colt, taking complexity out of the equation should be a key focus area.

“How do we make our entire landscape – network, infrastructure, people – simple?” he said.

“We have failed to simplify everything… and that reflects in the experience we give to our customers.”

You can watch the interview below, or click here to watch Siddaveere’s presentation.

More videos from the event, which was sponsored by Openet and SpatialBuzz, are available here.

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