2. © Kyivstar, 2016 | 2
Me – Oleg Koss
• Engineer in telecommunications & MBA
• 10 years of telecom experience
• Worked in Sales, Marketing and New
product development
• Fixed & mobile operators, leaders and
challengers
• СX team leader in Kyivstar since Dec 2014
• I love people

3. © Kyivstar, 2016 | 3
Kyivstar
• Market leader (subs, revenue, NPS)
• Part of VimpelCom group
• 26M mobile and 0,8M fixed customers
• 90% prepaid
• ARPU mobile ~$1,8USD
• NPS mobile 29%
• Monthly churn ~2%

4. Fix poor experience
Customer centricity
New product launch
Key journeys re-design

5. This is ambiguous process!

6. • Visit frontline
• Interview stakeholders
• Collect the team
Preparation

7. • Cross-functional
• Different levels
• Good listeners
• Can speak up
• Facilitator(!)
The team

8. Place

9. • Voice of business? – businesses!
• Voice of customer?
• What is the problem?
• Why-why-why-why-why?
• What is known and what is not?
• How does it work now?
• Frames?
Introduce the problem

10. Diverge - converge

11. • Facts
• Hypothesis
• Questions
• Benchmarks
• Paradox (!)
• Plan of research
My beloved problem

12. • …observe!
• Usual and unusual(!)
• Analogies
• Surprises
• Life stories
• What does not exist
Looking for inspiration

14. Map the journey:
• Main steps
• Barriers
• Emotions
Now when I know...

16. • Tap the inspiration source
• Brainstorm – build on ideas
• Quantity matters
• Do not mind limits; remember the limits
• Choose the best
• Shape them
• Throw away the rest
Diverge - Converge

17. • NO perfection!
– Customer journey
– Storyboards
– Sketches
– Dialogues
Prototype

20. Pass to implementation

21. • CSI, CES, NPS
• Take-up rate, %
• Retention rate, %
• Re-migration rate, %
• % of digital transaction
K P I

22. Introduction
1-4 weeks
Research
2-8 weeks
Prototyping
1-6 weeks
Pilots
1-6 weeks
Each stage is crucial!