Communication Service Providers (CSPs), have been trailing when it comes to exceptional customer services, with tech brands such as Apple and Netflix taking the lead. However, the rules are changing thanks to technological advancements such as cloud-first software, open-source API, and cross-channel customer engagements. These advancements have enabled CSPs to quickly close ranks to become front runners under excellent customer service experience (CX).
All this trend is accompanied and reinforced by research carried out by TM Forum and Forrester, where one indicates that improving the customer experience is one of the three main priorities for the transformation of telecommunications companies and the other specifies that it could generate up to and additional $3.39 in incremental revenue per customer.
This piece will look at how CSPs are leveraging the new technologies to improve CX.
Leveraging the power of data
The telecom industry is at a crossroads on what to do with the massive amounts of data that comes their way each passing second. However, these data can be a considerable asset that CSPs should tap into. Every EDR, CDR, and CRM entry data can be interpreted to give providers hindsight on how best to ensure a superior customer experience. The data also provides CSPs with an opportunity to analyze customer behavior that informs their strategies going forward. For example, customers that forget to renew their voice minutes allowances each month can benefit from an upgraded plan or free calls designed for a specific time of the day. The available social media customers’ data can also be analyzed, and critical issues that customers often complain about are identified and acted upon. CSPs are also leveraging active and passive testing to locate and stop fraudulent calls in their networks, which could otherwise compromise the quality services that customers receive.
It is present to be able to explore and exploit information technology gaps, great opportunities that every day are taking more prominence in the challenges that the discovery of new starting points implies to continue strengthening the structured and sustainable development of customer service experiences (CX) . Challenges involving non-overlapping investments, high CAPEX requirements for processing vast volumes of data.
Enhancing legacy systems
The internet and tech brands are taking advantage of legacy infrastructure to quickly take new services to the markets, scale on-demand, and resolve customer needs. In the past, CSPs typically had a lot to juggle with across operating companies and geographies and would hardly get a single view of customer needs to make quick changes. However, CSPs are now leveraging cloud deployment models for back-office systems such as business support systems (BSS) and converge charging systems (CCS) to respond to customer issues and quickly meet their needs. CSPs can also use the latest technologies such as SaaS models to enable regular upgrades and open APIs to interconnect with vital back-office systems and improve overall customer experience. Communications that also exist in B2B relationships, that through their partners are awakening challenges of the same level, more agile digital experiences and that when encountering resistance, have been opening their doors to new opportunities for those who are already advancing with these associated technologies and techniques. to CX.
It is inevitable to think that companies that are not willing to break the old school barriers will lose opportunities along the way to stay current and compete in the market.
Customer interaction across all channels
CSPs typically run more channels and which often leads to a disjointed customer experience. From offering voice, data, and SMS services to customer interactions on social media, email, and web chats, delivering a quality customer experience can be difficult for CSPs. However, with innovative technologies, managing multiple channels should be advantageous for CSPs. Ideally, they can leverage their wide interactions with several customers across myriads of channels to improve the customer experience. The focus should be to link all the channels and touchpoints into a seamless customer journey. It is also worth noting that some CSPs are already implementing conversation AI that provides the right answers to customer inquiries without a live agent’s intervention. However, CSPs should not abandon live agents entirely for automated customer interaction services. Instead, CSPs should combine both options and ensure the agents have a 360-degree view of customer interactions to better resolve customer issues.
Customers always seek and retain their loyalty with intelligent and intuitive solutions that have consistent support when interacting with any of the available channels, generating and seeking rewarding experiences. By developing indicators to measure these experiences and further fine-tuning their initiatives to meet these expectations, they achieve a comprehensive and holistic definition of customer service.
Leveling the playground
Integrating new technologies into customer service tools and processes allows CSPs to quickly catch up with internet and technology brands that are often recognized for their leading customer experience. CSPs can stand out from CX if they prioritize the data usage to their advantage and upgrade their technologies to offer better Omnichannel experiences. A customer-centered approach that influences their perception, replacing and/or deploying new technologies and opportunities. This also implies making more refined and timely investments in all segments and services so that CSPs can, at the same time, have an effective ROI in the medium and long term.
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