The Service Transformation Journey of Swisscom

with Bettina von Kupsch

In 2006, Swisscom set itself the goal to become Service Champion in Switzerland by 2008. Bettina will discuss the journey of developing a comprehensive program across Swisscom Group to create a superior and consistent service experience, covering factual service elements, the human service experience, as well as the emotional and social customer experience. She will report where the group is in terms of meeting their goal, and will also address challenges moving forward to further improve the end-to-end service experience, growing the newly existing service mindset, and managing a large scale reorganization.

About Bettina von Kupsch

Bettina von Kupsch is responsible for Branding, Market Research, Service Culture, Service Portfolio Management, Customer Experience Processes & Projects and Business Architecture / Engineering. Her team is responsible for managing cross-functional, large-scale CRM projects. In 2006, she took over Programme Management aiming to become “Service Champion” in Switzerland by 2008, managing all workstreams across Swisscom Group that encompass service.

Previously, Ms. von Kupsch worked with Gemini Consulting / Cap Gemini developing customer-focused market strategies and responsible for the identification and implementation of new business opportunities for numerous clients. She built up the Telecom & Media Unit of Gemini in Asia Pacific while acting as Client Relationship Director for a 200+ staff IT integration project. Returning to Europe, she headed a global Mobile Multimedia implementation team within CGEY Strategic Business Consulting.

Ms. von Kupsch recieved a Diploma in Business Administration and M.A. in Communication Studies from Ludwig-Maximilian-University in Munich.