Serve the customer, serve yourself – how CSPs can achieve a better customer experience

Published: December 20, 2017

Consider for a moment the most recent experience as a customer, whether it was picking up a cup of coffee on the way in to work, buying an airplane ticket online, or connecting with a customer call center for support. Research demonstrates that consumers remember how a customer experience makes them feel regardless of the product or service.

Organizations must exceed customer expectations to maintain relevancy by creating a frictionless, sticky customer experience. Companies that embrace digital technologies across their business are successful in enhancing revenue sources and consistently outperform their peers, according to a study conducted by the World Economic Forum.

We see telecommunications and media organizations focus on three primary areas to enhance the customer journey. The first is to provide a consistent and personally contextual user experience across devices and channels. Second, to gain a comprehensive single view of the customer across the organization enabling targeted and predictive engagement that provides enhanced customer service and brand value. Third, by enabling more self-service opportunities that allow customers to resolve issues directly.

For example, one of our clients, a multinational telecommunication company and one of the world's largest providers of mobile products and services found its consumers were coping with an inconsistent customer experience across products and channels. The company's fragmented IT landscape, which included multiple applications, resulted in a high cost of service delivery. Because the existing enterprise architecture lacked flexibility, the company was unable to offer innovative new products or promotional offers tailored to customer needs. What's more, a large amount of manual paperwork and duplication of effort was necessary to service the customer.

To solve this challenge, the CSP consolidated 96 enterprise portals into one, dramatically improving the consumer experience across channels and devices. Customers had far faster access to support. Obtaining a price quote took just seven website clicks versus the 25 required prior to the digital transformation.

Customer Experience - Tech Architecture

This company saw a 30 percent reduction in operating costs and cut the technical applications requiring IT support in half. Thanks to the new and improved one-stop eCommerce portal, customer turnover dropped by five percent, and there was a five percent increase in revenue because now customers can now easily make purchases across all sales channels.

The organization's customer experience, its operations, and its business strategy together serve as the solid support on which a successful digital transformation is based. So, it's not surprising that a digital transformation initiated to improve the customer journey requires operational improvements and adjustments to the organization's go-to-market business strategy.

Call center operations, customer relationship management (CRM), eCommerce platforms, and accounting were all enhanced as a result of the telecommunications provider's drive to better serve the customer. The good news is that advancements in one area often feed the others so that the sum is greater than the parts and potential new business opportunities are revealed.

While it's clear a digital transformation can have a positive impact on your business and bottom line, it's the kind of business process re-engineering that should not be taken lightly. In other words, you don't want an amateur in charge of shaping the future of your business. It's important to partner with a firm that has 'been there and done that'.

Once a customer transacts, the most critical element of the relationship is to ensure seamless support. Gartner Research projects that 85 percent of customer relationships will be managed without human interaction by the year 2020, so it's not surprising that many telecommunications and media companies are considering implementing intelligent agents to respond to the needs of digital natives. It makes sound business sense to partner with a firm that has experience developing virtual agents for other market leaders and expertise in the enabling technologies to build and deploy these agents, such as cognitive computing.

Customer Experience - Support Matters

Time to market is always a concern for executives eager to take advantage of new technologies to better meet and exceed customer needs. Consulting firms that possess a deep bench of the necessary technology building blocks and a robust portfolio of accelerators may help your organization reach its launch date more quickly and successfully.

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