Delivering the 'ideal experience'

Joseph Waring
telecomasia.net
Telcos have jumped on the customer experience bandwagon big time. Their traditional services have been commoditized and subscriber growth and revenue have stalled, so they can no longer get away with poor service. The focus now is on retention and upselling.
 
Quality of experience is the key factor in customer satisfaction and loyalty, says Erwann Thomassain, head of Amdocs' customer management division in APAC.
 
"Customer satisfaction correlates with a willingness to purchase more if CSPs provide a simple and consistent experience across channels, and leverage customer context to deliver relevant and timely offers."
 
Surveys by Strativity Group show that satisfied customers are three times more likely to remain loyal than dissatisfied customers and 70% of customers are willing to spend more with businesses that exceed their expectations.
 
A great customer experience can lead to higher ARPU, lower churn and lower opex, says Chris Marshall, Tektronix Communications' director of business development for Asia Pacific. But consistently delivering a good customer experience across multiple technologies and services is a major challenge for most telcos.
 
Marshall says the foundations of success are the ability to track and monitor actual customer experiences in real time and, when something goes wrong, being able to diagnose down through the network in near real time.
 
The key is real time. Real-time analysis of course allows telcos to personalize the customer experience. Working in real-time is important in service quality monitoring, traffic steering, customer care and location-based marketing.
 
Amdocs' Thomassain says real-time analysis and reporting are required to differentiate and gain market share, as well as give management an accurate picture of the business performance at any given point in time.
 
He argues that CSPs need to identify "key moments of truth" in the customer lifecycle to create better offers, be right the first time, sell across multi-channels and blend care interactions with commerce (i.e. resolve care issues with the right offer).
 

Pages

Commentary

5G and data center-friendly network architectures

Matt Walker / MTN Consulting

Webscale and transmission network operators' interests are aligning as the 5G era dawns

Matt Walker / MTN Consulting

Webscale and transmission network operators' interests are aligning as the 5G era dawns

Rémy Pascal / Analysys Mason

The launch of 5G by South Korean operators serves as a first benchmark for other operators around the world