Enterprise telcos are still not completely into the ‘War of Apps’ compared to the consumer space where majority of digital interactions occur through apps. So, what is it that stops telcos from extending interaction channels to an app for their enterprise customers? The answers could be many, but the most compelling of them would be the fact that enterprise business is predominantly run on escalations and more human interactions are inevitably required to address the day-to-day concerns of enterprise customers. The advent of online portals has addressed this only to an extent and stretched the customer engagement beyond human interactions. Can telcos continue to follow a laidback approach and deprive the most important segment of their business – the enterprise customers – with more control and choice? Apps play a pivotal role in enhancing customer experience for enterprise customers and extension of certain functionalities to an app enables seamless interactions and comfort while engaging with service providers.
Why apps for enterprise customers?
The workforce landscape across industries is changing and telcos are no exception. Millennials will not only dismantle the ‘way of working’, but also pave way to ‘new ways of interactions’. They will expect business interactions to happen the same way they interact with friends or colleagues. Telcos cannot remain oblivious to the fact that rising trends in mobile apps, especially in B2C space, will spread and influence the B2B business: after all, it’s all about human interactions across channels. This emphasizes the relevance of two keywords often used to depict the level of customer engagement – ‘control’ and ‘choice’.
‘Enterprise’ and ‘escalations’ have become synonymous in telco world. With customers having greater control on their services and requests, telcos will have to deal less with the discontent amongst their enterprise customers. The ability to track and trace their order status, receiving instant notifications about the progress of an incident or service request or managing their account without having to depend on helpdesk agents, etc., will provide instant gratification and tremendous autonomy to the customer, thereby significantly enhancing the customer experience and Net Promoter Score (NPS). Even though many of the B2B portals today provide some of these capabilities to their customers, having them in the form of a mobile application will ensure that the experience reaches far deeper and wider, at a place and time of their choice!
This throws light on the relevance of the second important characteristic an enterprise mobile app can bring in for their customers – choice. With increasing relevance of ‘omni-channel experience’ and ‘enhanced customer experience’ in the telco world, the need for extending business services and experience to customers through a channel of their choice is imperative than ever before. Enterprise customers can instantly be gratified through relevant notifications about their business services and concerns through an app in a far better way than having to send an email or calling an agent or logging into an online portal. This will not only bring the customers closer to the business landscape, but also will give them a sense of ‘being cared for’ always, anywhere and for anything! The results of having a personalized mobile application with delightful user experience interface will be great for telcos (See Figure 1).
Enterprise customers can instantly be gratified through relevant notifications about their business services and concerns through an app in a far better way than having to send an email or calling an agent or logging into an online portal.
With customers having greater control on their services and requests, telcos will have to deal less with the discontent amongst their enterprise customers.