{"id":45731,"date":"2021-02-23T17:16:28","date_gmt":"2021-02-23T16:16:28","guid":{"rendered":""},"modified":"2021-03-18T12:46:50","modified_gmt":"2021-03-18T11:46:50","slug":"how-to-make-customer-experience-the-key-differentiator-in-telecoms","status":"publish","type":"post","link":"https:\/\/cm-edgetun.pages.dev\/en-gb\/industry\/blog\/telecoms\/2021\/02\/23\/how-to-make-customer-experience-the-key-differentiator-in-telecoms\/","title":{"rendered":"How to make customer experience the key differentiator in telecoms"},"content":{"rendered":"

\"WomanFor telecoms, it\u2019s important to highlight the role that customer service plays. It\u2019s often the primary way consumers engage, across a variety of channels, whether it be digital or through traditional means. This can make it difficult to capture all these engagements and consolidate them to gain insights. At Microsoft, transforming customer experiences is just one of five priority scenarios we\u2019ve designed specifically to help the telecoms industry address its most pressing challenges.<\/p>\n

I recently joined in a panel discussion with business leaders in the telcom and tech industries who spoke about how organisations can start planning thier own customer experience transformations.<\/p>\n

\u201cIn an industry where you have a lot of competition and very low switching costs; products and services are becoming increasingly commoditised. Telcos need to differentiate in customer experience to grow,\u201d says a telecom industry lead.<\/p>\n

The future state of customer experiences<\/h2>\n

Customer expectations have outpaced their present experiences. This makes ensuring positive experiences vital for a brand\u2019s reputation and profitability.<\/p>\n

A 2018 PwC report<\/a> into customer experiences found that 43 percent of customers surveyed would pay a premium for greater convenience, while 42 percent would pay for a more friendly experience.<\/p>\n

Pair with this the importance of telecoms updating their infrastructure and moving to 5G \u2013 now has never been a better time for organisations to reduce silos and create unified data streams. An organisation needs to ensure all their employees have access to and can understand data to provide these pivotal customer experiences.<\/p>\n

However, what we are seeing is a lag between business strategy and the technological upgrade needed to support it.<\/p>\n

\u201cYou can spot all the exciting opportunities in the horizon, but it\u2019s difficult to execute those given the current tech and infrastructure that telcos are operating on,\u201d says an industry expert. \u201cThere is a real job to be done around modernisation within IT and within architecture.\u201d<\/p>\n

So how do telecoms modernise and develop better customer experiences?<\/p>\n

A truly integrated customer journey<\/h2>\n

\u201cDesigning and delivering innovative new products and services that create demand, reasons to stay beyond switching costs, and then reasons to recommend means not just meeting \u2013 but exceeding \u2013 every single interaction,\u201d says a telecom industry lead.<\/p>\n

They add that omnichannel has gone further, into opti-channel \u2013 where each touchpoint has a thoughtful role to play in the customer experience. However, the challenge is the handovers \u2013 where critical information gets lost between agents or touchpoints and the customer gets frustrated.<\/p>\n

Take advantage of a solution such as Microsoft Dynamics 365<\/a> that integrates data from across all silos \u2013 sales, marketing, supply chains, and more into the customer journey. When the customer is at a certain touchpoint, all the information needed to help that customer is there. It can even provide predictive insights, so you can help the customer before they realise they need assistance. This means your employees can focus on providing quick, reliable and personalised service.<\/p><\/blockquote>\n

Engaging customer experiences that generate trust<\/h2>\n

Telecom firms handle a lot of unique data around customer identities. And security is highly important to customers and your reputation. \u201cWhen we look at identity across any industry right now, it\u2019s about the security and privacy of the end consumer and the trust that you have. That is part of the experience,\u201d says an industry expert.<\/p>\n

There\u2019s still a stereotype that privacy and security hinder employee productivity. But with solutions that have built-in intelligent security, you can actually enable productivity.<\/a> AI and automation take over low-level monitoring, so IT teams can focus on more important tasks. Integrated security that authenticates users and endpoints works in the background. This means employees can get on with their work, while data stays protected.<\/p>\n

Empower customer experiences with AI and analytics<\/h2>\n

\u201cThe focus has morphed from [analytics] being an afterthought to \u2018I need to do this because it\u2019s important for my business,\u2019\u201d says an industry partnership leader.<\/p>\n

AI and analytics are helping telecom firms build new data-driven operation models within their organisation. It can help augment customer touchpoints and create stronger brand experiences. A chatbot powered by AI<\/a>, for example can answer frequently asked questions. An app<\/a> can help a customer onboard and activate new products and services instantly. Putting this data into your employees\u2019 hands means they can provide better and more personalised experiences. It also can be used to streamline operations. This gives employees more time to spend with customers or more time creating innovative services.<\/p>\n

\u201cIf you can reduce the call handling time, if you can give more specific and relevant service more rapidly, that is a huge improvement on your customer satisfaction score or NPS score. That translates directly into revenue,\u201d says an industry expert. \u201cGiving sales associates access to those kinds of data points is absolutely critical. There is a significant area here of augmenting the physical experience.\u201d<\/p>\n

From there, you can use the data collected to start turning insight into value and discovering where business opportunities lay.<\/p>\n

A 360-degree customer view<\/h2>\n

\"A<\/p>\n

For employees to provide the best customer experiences, they need to have a full view of customer data. Reducing silos and unifying data is the best way to do this.<\/p>\n

\u201cThe single customer view and the customer data platform project are absolutely critical,\u201d says an expert. \u201cEffectively building the single customer view and then having a way to have systems and data visualisations to be able to democratise that across the business.\u201d<\/p>\n

Our industry partnership leader agrees. \u201cI think the most important point is democratising data,\u201d they say. \u201cStandardising data and making it simple to use in the form of APIs.\u201d<\/p>\n

Solutions that present data in easily digestible ways, like Microsoft Dynamics 365 or Power BI ensure your employees are confident interacting with and understanding it. Power Apps<\/a> empowers your people to be able to build low and no code apps and solutions.<\/p>\n

Part of democratising data is to ensure that your employees have the skills to do this. Make a digital literacy programme available, leveraging a mix of self-service, on-demand and online training to ensure everyone gets re- and up-skilled.<\/p><\/blockquote>\n

Effective customer experiences are the new premium services<\/h2>\n

\u201cThe limiting factor to innovation and the customer experience used to be our own imagination. But we can literally design and build anything we come up with today,\u201d says a telcom business leader.<\/p>\n

Reduce silos, unify business data and integrate secure solutions that provide 360-degree customer views. You can then easily create experiences that delight and engage customers throughout their lifecycle. This data can be used to drive real value, turning telecom firms into real drivers of business and create new partnerships, innovative products, and build sustainable growth.<\/p>\n

Find out more<\/h2>\n

Empower your employees to thrive<\/a><\/p>\n

Discover how to build a data-driven organisation<\/a><\/p>\n

About the author<\/h2>\n

\"StuartPassionate about the transformation technology can bring, Stuart is an Industry Lead for Media and Telecommunications within Microsoft, where he relishes any opportunity to offer his entrepreneurial spirit and natural storytelling ability to challenge organisations to \u2018refocus the lens\u2019 in order to create a successful impact through the adoption of innovation.<\/p>\n

He is a lead spokesperson for innovation within the media industry and has played both sides of the fence. Stuart started his career as a BBC Journalist before moving into a number of roles in media production. From here, the pull of technology innovation took him into development and R&D, then corporate strategic management and change consultancy for some of the biggest media brands around the globe.<\/p>\n

Over the last 20+ years, Stuart has helped deliver major business transformation having held significant change roles at companies ranging from the BBC, Endemol Shine Group, to Sony.<\/p>\n","protected":false},"excerpt":{"rendered":"

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