CRM has gained enough traction and maturity within CSPs in the last decade. Isn’t it time for both customers and CSPs to move up the value chain?
In the earlier days of Telecom, one system used to handle both customer relationship and billing. As competition grew, there was a need to be competitive in responding to the customer queries, paving the way for exclusive CRM systems. CRM evolved from being used by just the Customer service team to solving customer inquiries, request and complaints across the organization. CRM is a huge transformation in service experience for any customer of any CSP. A telecom customer can now register complaints or requests 24/7, 365 days a year across different channels like showrooms, Contact center, self-service, social media, live chat and so on. Moreover, the customer gets regular status updates through USSD, SMS, and call or even in a self-service mode.
All’s well then, what’s next? Today, I see significant changes in the expectations of the customer who is just not happy with the basic levels of service. Customers now expect service that is proactive rather than reactive. Today, the customer expects a CSP to know if he/she has a good network, accurate billing, a good voice and data experience, service experience and finally if he/she is getting the appropriate return for investment. This becomes more challenging with the evolution of multiple technologies like 2G, 3G, LTE and LTE Advanced. A Customer Experience Management (CEM) solution is the one stop solution for CSPs today to be competitive in the market, to provide a great customer experience and to define the future roadmap for technology, process and people.
The main agenda for a CEM solution is to aggregate, correlate data from multi system silos across BSS/OSS/ERP/Network elements/portals/social media/digital systems with respect to customer experience parameters and provide a 360 degree view of the customer experience. Simple and easy to use dashboards on customer experience will be handy to CXOs to get the real time view of customer behavior. CEM would help CSPs in taking Next Best Action (NBA) appropriately. This is clearly the need of the hour with dipping ARPU/ARPA, declining market share, high technology spend, competition from handset manufacturers and so on.
I see a CEM solution as one which not only helps in customer experience enhancement but has a huge potential in revenue enhancement as well. An integrated Customer experience solution will go a long way towards changing these customer perceptions and enhancing the Life Time Value of the customer.
I would appreciate your views on how a great or a not-so-great customer experience has impacted your communication needs.