DTW Session Recap 2: How Telcos Can Delight (Not Disappoint) Customers
A satisfied customer is a loyal customer—and a loyal customer base is essential to any telecom company. But in an era of seemingly non-stop change, it can be hard to pinpoint exactly what a customer needs to be satisfied. And the stakes are high—leaders in customer experience (CX) outperform the competition by nearly 80 percent, with a higher share of wallets and customers that are seven times more likely to purchase.
A session at Digital Transformation World, “Being a Customer Centric Telco,” discussed the changing customer experience landscape, the biggest barriers to improving customer service and the benefits of a digital-first mindset.
A Complex Customer Base
The demands of telco customers are constantly shifting. The baseline expectation is good digital engagement options, but most now expect more personal, customized interactions that meet the customer where they are and on the device of their choosing.
Accordingly, Wind Tre’s Chief Technology Officer Benoit Hanssen believes it’s necessary to have a digital-first mindset, not digital-only. This entails meeting the customer where they want to interact—not dictating the roadmap to them. In addition, engagement and onboarding need to be simple and intuitive.
Attendees from a wide range of industries were asked to identify the most imposing barrier to improving customer experience.
The most common responses were:
- Lack of a clearly aligned vision and goals to what the experience should be (29 percent)
- Inflexible legacy IT technology (27 percent)
- Complexity related to portfolios and processes (25 percent)
The responses in the session indicated that the roadmap toward exceptional customer experiences includes modernization, digital transformation and a unified organizational approach.
A Test Case
Visible, a Verizon-owned operator, saw an opportunity to offer a fully digital experience to the modern consumer. With innovation at its core and embracing the spirit of radical simplicity, they looked to non-telco companies for pioneering customer experience models, such as Spotify.
By using artificial intelligence, machine learning and zero-touch automation, Visible reduced support interactions by 50 percent, even as their customer base continued to grow. eSIM technology is underpinning their growth, and the company aims for 100 percent eSIM utilization in the future.
The Road Ahead
To become leaders in CX, telcos need to begin by having a deep understanding of their customers—the products they want, their preferred communication methods and how their expectations and demands shift over time. From there, a comprehensive, unified and end-to-end plan can be crafted for the entire customer journey. Legacy and siloed systems continue to be an obstacle so having a centralized strategy and approach to truly lead in CX, means modernizing operations and embracing innovative technologies and BSS stacks.
The customer doesn’t need to know the intricate innerworkings of how their exceptional CX experience is delivered—they’ll just know that they’re impressed and want to stay loyal.