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Telecom enterprises are providing a wealth of complicated products and services, but the advancement calls for a customer support strategy that is equally sophisticated.
FREMONT, CA: Ever thought about a solution for the diminishing revenue of the telcos in the industry? As a comeback to the dilapidating income from legacy, and services based on connectivity, the telecom enterprises are broadening their horizons to generate new-fangled revenue streams. Nonetheless, many carriers are neglecting a significant component of the new offerings that is customer support.
Several telecom companies have struggled for long to bring in a customer-centric and quality-driven approach and implement a model into their customer care departments. The companies in the present time have an added burden of dealing with complex products like 5G mobile services firms, unlike the legacy services, which were easier to support. The rising services require new customer support systems and an entirely new operational approach. It demands telcos to adopt a simple strategy that involves services based on segmentation. Segmentation-driven service can let the customer care organization to overcome the complexities faced in the digital world concerning customer support. It will successfully lead to higher customer satisfaction and also lay a foundation for marketing and sales activities.
With the revolution of telecom offerings, operators are on a quest to discover new methods through which they can keep their customers engaged via the customer care base. It is because there are a few direct associations between the superior customer service and the value-management lever.
Many operators offer identical services to every customer, and it has enormous cost implications, leading to mediocre quality and service inefficiency. The introduction of a segmentation-based approach to service can help in delivering the expectations of customers as well as management. It can offer the right level of service to each individual or customer group, relevant to their value and requirements. On the other hand, channel migration in segmentation-based service strategy is significant as it helps in containing service expenses.
Since the customer values are different from each other, the services will also be diverse. The new-age channels like the rising social media, web, and mobile create various opportunities for telecom operators to leverage a segmented approach, allowing them to optimize their service standards. Customers with higher value receive superior quality services via direct channels, whereas operators move the rest of the customers to the substitute channels. By doing it, companies can have cost optimization, which not only enhances the bottom line of the company but also helps to balance the expense of distinct services.
The technique of segmentation-based service causes a shift in the state of mind that has implications in areas like managerial structure, associate profile and skills, value practices, and performance. To support the method of segmentation-based service, companies need to have a well-structured service function along with a few further associate skill sets.
The new methodology simultaneously improves the ability to capture potential sales opportunities with service operations. Since the customer care interacts with the customers almost every day, leveraging sales in-service model can be a significant agenda for all major operators in the present time. The telecom companies need to figure out the right organizational strategy, associate profile and skills, superior practices, and performance. By using it, the customer care departments will be able to achieve a mature state, and the company can have sales in every service model.
Furthermore, telecom enterprises need to utilize the segmentation methodology to identify what to sell to whom considering every service conversation. The telcos must understand what they should offer when it comes to products and services relevant to the customer with a specific interest. On the other hand, a few telecom operators are modifying their marketing analytics abilities and taking up propensity modeling. It will help them discover the appropriate product or service for every customer division. The collected insight is then used by the company to improve the offers and campaigns. Moreover, to provide associates with the data, they require making the right recommendation at the appropriate time during each customer interaction.
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