A new step to leverage new strategies for personalized customer experience.
The advancement in technology has led to the evolution of digitally connected consumer who engages digital tools & platforms to build a two-way communication with brands. Telecommunication industry, in order to exceed the customer expectation and stay ahead of competition, introduced multiple customer touch-points. Since these channels operated in isolation, service providers struggled to provide a consistent experience across all these channels.
The Omni-channel solutions leverage advanced data analytics solution to aggregate consumers’ behavioral, transactional and social historical data to map the customer journey. These solutions not only bring system efficiencies, but also improve customer loyalty and drive the business revenues. Leading IT service companies have been batting for the omni-channel propositions across multiple service industries for a very long time.
The telecommunication sector, continuing to be on the path to business & service innovation, is witnessing the convergence of physical and digital channels, and makes it one of the most exciting sectors. So as to change the way customers communicate with their brands, several leading players across the globe are executing large digital transformation projects to deliver personalized experience, monetize the emerging digital business opportunities and deliver the brand promise.
Some of the telcos have already achieved significant success from such engagements. Rogers Communication Inc. announced its Rogers 3.0 multi-year program to drastically improve the customer experience and accelerate revenue growth. Leveraging the social trend, it became the first Telco to introduce customer care on Facebook Messenger and consolidated most of its social channel customer interactions. It also redesigned its MyRogers App as a self-service platform that also allow users to start conversation with a customer-care executive seamlessly from the App. In 2016, it observed 56% increase in self-service transactions and significantly reduced the call-volumes to their call centers.
Malaysia is progressing fast towards becoming a digital economy. The country has one of the widest 4G network coverage and the highest smartphone penetration among the ASEAN countries. To derive the most benefits from these developments, Malaysian telcos are digitizing their channels to improve the customer experience and increase their Net Promoter Score.
A word of caution – Digital transformation is an extraordinary engagement that involves profound change in technology, processes and culture. In order to drive the success from such large engagements, telcos are advised to clearly define their Digital Vision, validate the sustainability of the new digital business models and carefully select the right transformation partner.
Byline: Avinash Sachdeva Senior Analyst Frost & Sullivan
