Bringing to light the aspects of the Broadband Order Fulfilment process that not only delivers an innovative and cost reducing model, but also provides a progressive and de-risked approach to operations
Impact of Broadband Trends on Fulfilment Process
In less than a decade, the world of information and communication technologies has turned on its head. Internet is integral to people’s personal and business lives delivering a wide range of information, communication and entertainment services. Nearly three billion people are connected to the internet and the collective time spent online clocked 35 billion hours a month in 2014. This is further rising to create an explosion in the number of concurrent users. Robust connectivity and high speed is on every broadband customer’s list of wants. The ever expanding consumer base and the demand for applications that require high-bandwidth such as video and gaming is mounting up pressure on broadband service providers. Customers want uninterrupted connectivity with no compromise to service quality. It’s everywhere, telcos are quadrupling their efforts to satisfy and retain customers by increasing the availability and quality of broadband connectivity.
The other dimensions adding to the challenges of telcos include portability that makes customers vulnerable to switch service providers, Average Revenue Per Customer (ARPU) which continues to be a key success parameter, digitization which is fueling the shift in customer preference from voice to increased data consumption, fiber based services and wireless connectivity that are phasing out DSL to become the new normal. It’s not hard to imagine how colossal the bandwidth consumption is going to be. With all these shifts steering the future of Broadband, Customer Satisfaction can be a tough one to master. The key to be operationally ready in the midst of this fluidity lies in a telco’s ability to extract intelligence from the data generated across processes and to use this intelligence to re-engineer processes in a way that delivers desired outcomes.
The fulfilment process, responsible for providing customers with their requested products in a timely and accurate manner is an essential entity of the broadband business. If managed well, it has the highest potential to influence Customer Satisfaction. It comprises of smaller steps such as order capture and validation, processing, service validation, provisioning of resources, configuration, testing and error handling. A slip at any step can lead to a dissatisfied customer, and the associated fear for the telco is ‘churn’.
A Relook at the Regular Fulfilment Process and the Need for Change
The Fulfilment process has a huge impact on the brand image of any telco company. Winning the customer’s trust is half the battle won. Effective requirements management along with a proactive connect go a long way to build the customer’s confidence and the telco’s brand! The real objective of the Fulfilment process should be to build customer loyalty. This comes with seamless error free service, repeated consistently.
A Fulfilment process is often defunct for reasons such as slow and traditional methods of capturing information, unstructured information flow, usage of legacy system that lack mistake proofing or have excessive human intervention, making the process vulnerable to errors. Inaccuracies in end-to-end process outlook have a direct bearing on customer experience, cost optimization and cash flow (revenue management).
Possiblities of Slippage in a Broadband Fulfilment Process