This month I attended the Customer Experience Management (CEM) Telecoms Nordics event in Stockholm. I came home feeling awed. It is amazing what a bad job, the Telecommunications Industry, does. The Swedish Consumer Agency puts it well: Telecommunication services take the number one spot on the list of most problematic markets (report here, page 8). But that is not what awed me. What I found so inspiring was the operator attendees' sheer positive spirit and passion to improve and make a difference.
There is a real drive to change and people are working hard to accomplish that. However, I still question if we are strategic enough in our approach?
Typically the CEM Teams’ focus on the Buying Experience including installation and the Customer Care Processes. I think both are important having a high impact on the brand image. But the fact remains that both these touch-points represent a very small time window of how your company is making an impression on the subscriber. After all, on a 2-year subscription you only install the service once (hopefully) and our recent survey revealed that almost half of the subscribers would never report a bad experience to the operator.
I argue that taking care of the experience should start with focusing on delivering a great service. Intelligence is available about the users’ experience and can be pulled out of the network, on-going, all the time, for all sessions and for all subscribers. Experiences can be managed with direct actionable insights and the traffic can be managed in-line to make a noticeable impact. As the late Steve Jobs used to say: "Our belief was that if we kept putting great products in front of customers, they would continue to open their wallets.” iProducts also have fantastic packaging and stores, but most of all they are great products.
So to all Service Providers: Make sure you deliver a great service, all the time, and your customers will reward you with loyalty.
See below the 2nd 5 of 10 key wins listed in Procera Networks' book "Mobile Subscriber Experience for Dummies"
6. Differentiate Your Service Offerings
By leveraging your visibility into subscriber metrics like applications, content, or location, you can offer services that competitors can’t match – winning you new customers and keeping existing ones.
7. Become Proactive, Not Just Reactive
With RAN visibility through device applet deployment, you can know when your subscribers have a bad coverage experience and proactively notify them that you’re addressing the issue and even offer them a monetary benefit.
8. Diagnose and Solve Customer Issues Quickly
When a customer calls in with a problem, you have all you need to diagnose and resolve the issue for them on the first call, saving you money and the subscriber time.
9. High Value Customers Get High Quality Service
Not all customers are equal – if you pay $100 a month for a service, the mobile operator wants to keep you happy. Awareness of service plans during congestion management ensures high value customers don’t churn.
10. Great Data, Not Just Big Data
More data isn’t always better. Make sure that you can harvest the best data from your subscriber experience solutions.
Request our book below to understand why deploying next-generation mobile subscriber experience solutions is critical to success.
Topics: Expert Insights