Critical reinvention is often necessary. Covid has pushed all industries to rethink how business is conducted in the world and focus on plans for digital transformation. UK Telecommunications is no exception. Telecoms leaders in the UK and Ireland met at a roundtable hosted by search giant Coveo and a top customer relationship management platform Salesforce.
Ben Wild, a UK-based account executive for Coveo highlighted how the telecom sector can evolve to meet customer expectations. The Coveo-Salesforce roundtable follows a growing conversation about the need for change in telecommunications. Digital transformation was a focus at the Mobile World Congress in June while McKinsey & Company showcased a blueprint for a “critical reinvention” in the telecommunications industry.
“It’s now very easy for customers to leave their mobile network and self-sourced, as well as buy a sim,” Steve Rhodes, interim head of digital at Lebara, said during the roundtable. “It means, as a provider, your customer service has to be absolutely on point. Otherwise, that person could leave you just as quickly as they joined you.”
Consumers have accustomed to dealing with brands like Amazon and Netflix that are masters at delivering customisable, effortless, and relevant digital experiences. Almost two-thirds of consumers now expect personalization as a standard of service. Personalising a user experience looks different at different points of a consumer’s relationship. Customers want to see relevant content, offers, and promotions.
Both consumers and businesses benefit from telecom a company’s bottom line. For example, a website that drives traffic is more likely to drive conversions. Upselling is easier when the service exceeds expectations and the brand messages are received positively by customers. Customers who need help or have questions want a quick resolution. These platforms offer that. Solving customer service issues faster saves the company money.
The telecommunications industry has unique challenges when it comes to providing effective customisation. Telecommunications is data-rich. “They know an enormous amount about me, about everybody because my entire life is based on my mobile phone,” Wild says. This is leverageable information that can be used to create more relevant experiences. Telecommunications has “big, complicated legacy systems,” that leave data in silos and create disjointed customer experiences, Wild says.
Think of calling your mobile provider’s customer service line, then getting transferred between several customer service representatives “because they’re hooked into different areas of their back-office systems, so they don’t have visibility into all of the information which will help them answer questions,” continued Wild. “That’s pulling in two different bits of information from two different systems,” he says. “They’re not talking to each other, and you’re having an inconsistent experience.”
Get your telecoms customer service assessed and upgrade your back end. Let’s get your customer service working at its optimal by calling Happy Telecom today.
Source: Coveo
By: Jacqueline Freer-van Zyl
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