For years telecom operators have been taking steps to improve the customer experience, yet they continue to lag other industries in customer satisfaction.
Based on a report by Coleman Parks Survey commissioned by Amdocs, telcos have a significant opportunity to not only improve the customer experience, but also reduce operations support costs by re-directing calls and speeding up average handle times.
In what should be considered standard to any telco and mastered long ago, 62% of customers report having to contact their provider multiple times to resolve an issue. If that wasn't bad enough, 56% of customers said they have to re-explain an issue while 59% are transferred repeatedly to explain an issue and get it resolved.
Meanwhile, telcos are frantically searching for ways to boost revenue. Few areas are getting as much attention as CEM and ways to improve loyalty, reduce churn and delight the customer. Telecom Asia talks to executives from four OSS/BSS firms for insight into the need for telcos to take a proactive approach using contextual and predictive analytics to maximize subscriber data.
How can operators take advantage of big data in real time to enhance the customer experience?
Matti Aksela, VP of analytics technology at Comptel: The flow of data in operator networks is continuous and contains a lot of information about the true experience of each customer. The problem is how to use this data. Operators need firstly the technological foundation to be able to process their data very quickly and efficiently. Second, they need to have the tools for generating insight from the data. Thirdly, they need to have their internal processes in line with this insight.
The key is to be able to deploy and utilize use case-driven analytics on a platform that is capable of handling each complex scenario, applying it to solve a problem and then adding more data as you move along.
Matt Hooper, CMO at Lavastorm Analytics: Real-time can mean different things to different people. However, gaining access to the data that drives a business to measure current customer experience or derive intelligence of how to improve it, needs to be more readily available in a way that can be understood and used across many different departments.