The telecom industry is seeing major growth but also big shakeups.
Communication Service Providers (CSPs) are transforming from only
being providers of communication and data services into essential
business partners, co-innovating with their customers while providing
an increasing number of value-added services such as multi-cloud, the
Internet of Things (IoT), 5G, mission-critical applications and
cybersecurity. For both mobile and fixed operators, the complexity of
service delivery on their networks continues to increase and customers
are demanding more than ever before.
CSPs are responding by revamping and rebuilding their portfolios and
offerings to enable fluid, digital experiences. Leading operators are
taking this further not just to survive but thrive in this new
landscape. While laying this digital foundation, they are also
focusing on strategic areas to unlock competitive differentiation and
growth, starting with transforming their customer experiences.
Here are some of the keys to help CSPs unlock growth.
Connecting the organization and channels
One of the most
significant problems in current CSP customer experiences is that
disconnected departments and systems prevent the delivery of
exceptional customer service. Without a complete picture of a
customer’s product and service usage, operational performance, service
interactions, and related information, issue resolution slows, and
customer satisfaction remains low.
No customer wants to be in the dark, and no operator wants to find
itself in the cross-hairs of regulators with impacted services
magnified by a poor response. Take, for example, a network
outage that affects a coverage area. With centralized visibility and
- The Network Operations Center (NOC) and dispatched field
service team can update the issue and the estimated time to
- Using this information customer teams can
pro-actively notify their impacted subscribers across multiple
channels based on established escalation processes
- Customers are able to prepare and plan appropriately
- Customer service benefits from reducing inbound calls
A connected organization improves the overall issue resolution
experience for customers, ensuring better preparedness and the ability
to reduce the impact of operational issues.
Operators are in a 24x7 business and staff must be ready around the
clock to support their users. Best in class operators are connecting
workflows across departments, systems, and processes allow for a
unified view of customer issues and drives accountability throughout
the organization. This unlocks the ability to resolve customer issues
more efficiently and effectively, creating significant business value.
Increase agent productivity, drive efficiency
customers often have complex solutions in place, and an increasing
number of connected applications, so accurate and knowledgeable
professionals need to be able to support these extensive integrations
adequately. Telecom services for clients often change with contract
renewals causing a ripple effect across pricing, core services,
service level agreements (SLAs), capacity levels and customer support
levels. During these transitions, it is critical to have solid
customer insight to properly address customer issues and concerns.
The linchpin in keeping customers happy and the wheels of an
organization rolling smoothly is knowledge. Knowledge needs to be
captured, centralized and made accessible to get the latest
information into the hands of the agent that needs it.
Analytics, automation, and machine learning capabilities all provide
agents with superpowers that help them increase their call resolution
efficiency and ultimately leads to higher agent and customer
satisfaction. Many contact centers are exploring artificial
intelligence technologies to differentiate their service, such as
classifying content, routing cases based on agent skills, or providing
smarter chat bots.
Leading CSP customer organizations are using advanced technology to
unlock differentiated customer experiences and build smarter
operations. Negative customer experience can impact a CSP’s reputation
and overall brand. Routing customers and agents to the next best
action, improving self-service, or speeding case classification all
help free agent time to focus on the complex issues that require human
intervention and ingenuity.
Create value from what you know
continue to improve their ability to diagnose and resolve issues and
as a result, are gathering an exponential amount of data that can
further advance service assurance and performance management. This
data is a gold mine of information for creating an engine that drives
improved customer loyalty, reducing churn and fueling growth.
The industry is becoming more data-driven, encouraging increased
integration of customer service platforms with operations and business
support systems (OSS/BSS). This combination supports better service
solutions, improved operational agility and breaks down organizational
silos by connecting network infrastructure, business applications, and
Consolidated systems allow for the optimization of operations and
customer data, giving providers a more comprehensive view of the
customer. Understanding all dimensions of a customer’s product and
services helps providers proactively resolve issues and better
understand their overall performance metrics such as response time and
churn. The data can also provide actionable insights to increase the
efficiency of time to market and agile operations.
Craft a culture of experience
Finally, and perhaps most
importantly, every operator needs to focus on crafting a culture of
customer experience. Increasingly, solutions are software-defined and
increase the pressure on providers to provide immediate and
high-quality customer interactions. Customer experience leaders start
with their differentiating purpose in mind and then focus on improving
their most essential customer journeys first.
Analyzing and mapping the customer journey can also reveal where
proactive and transparent support opportunities will get the customer
to their purpose faster and with less effort. By engaging the entire
organization, the customer’s experience can be transformed into one
that achieves the customer’s mission but also engenders customer
satisfaction and even delight.
From your service representatives – both customer service and field
service – to engineering and finance, providing full visibility into
the issue can more effectively focus the organization on root cause
issue resolution. Removing organizational silos enables operators to
focus on achieving the customer’s purpose thereby improving both the
customer experience and service delivery.
Competition and change are a given in
today’s digital world. Competitors are just a click away, and loyalty
is increasingly determined by experience, not product, service or
length of a business relationship. CSP leaders are adopting a customer
engagement mentality to drive market differentiation. In fact of CSPs,
68% view customer experience as their number
one strategic priority.
Communication Service Providers play a vital role in helping their
business customers accelerate growth. Businesses are demanding better
experiences and operators must deliver sophisticated products, better
data and analytics, and organizational experience. Industry leaders
must unlock this unprecedented opportunity and rework their customer
experience to establish themselves as a valued partner, helping their
customers expand and capture new digital opportunities while driving
Learn how a CSP achieved an ROI of 176% and significantly reduced
SLA payments with ServiceNow; download a March 2019 ServiceNow-commissioned Forrester
Consulting study .