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How communications service providers can invest in customer experience

Communications service providers (CSPs), despite being at the forefront of the telecommunications industry, have been slow to invest in customer experience. In part, this has been because CSPs have primarily focused on the growth and evolution of their network infrastructure for coverage, capacity, and resilience.

This focus means that CSPs often miss opportunities to provide better service and improve their Net Promoter Scores by providing better service. Here are four key areas that CSPs should consider for investment in improved customer experience:

Lowering the barriers to service

To improve customer satisfaction, CSPs need to reduce the overall net effort for customers in service interactions. In many instances, CSPs simply lack the engagement channels and tools required to empower customers to easily engage.

The ideal customer scenario would be for the CSP to have already anticipated the customer’s issue. Using artificial intelligence, the care platform could make an accurate prediction about why a customer may be contacting the CSP for service.

This information could be surfaced to the agent to assist them with the inbound customer query, irrespective of how many channels or agent contacts the customer may need to navigate. The context and details of the query should be memorialized and passed across channels and agents seamlessly.

Deflecting to digital self-service

CSPs can benefit from providing unassisted care features through increased rates of deflection to digital self-service. To do so, companies would need to ensure that self-service is underpinned by comprehensive knowledge management and reinforced with digital assistants that provide a rich, conversational experience. Integration to key applications will allow customers to easily self-serve to address billing, order, buying, and subscriber care queries through the unassisted channels, while also providing contextual transitioning to the assisted channels when needed.

Reinventing the agent experience

The agent experience should not be overlooked when working towards improving the customer experience. A poor agent experience leads to frustration and a lack of motivation, resulting in high employee attrition. This has a significant impact on cost, not least due to the hiring and training spend, as well as the direct impact on the CSP’s ability to support customers.

To solve this problem, CSPs could use innovation and intelligence to provide a single agent screen that delivers a tailored 360-view of the customer. Providing an intelligent, enhanced agent experience will increase adoption, usability, and efficiency within the contact center, allowing agents to better serve customers.

Turning care into commerce

Another key challenge that CSPs face is revenue growth. Agents simply don’t have the right information or system support to enable the upsell of products as part of a blended care and buying experience. By bringing these together, CSPs can drive sales from service by turning care into commerce.

Customers can also take advantage of this, as the care experience can expose a previously unidentified need or a more appropriate product offering, allowing the CSP to add further value for the customer.

Now more than ever, CSPs need to deliver value to their customers. CSPs need to think about how their customers might want to interact with them, and how best to implement an intelligence-led digital customer experience. These measures can lead to cost savings and revenue growth.

Happy reading!

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