Customer Centricity

Digitalizing operations for business growth

At TM Forum Live! (in Nice in May), Amdocs’ Andrew Mclean will deliver a case study with Vodafone Netherlands on why digital customer onboarding is critical for keeping your customers. Here, he suggests three principles for digital transformation success.

Digital transformation is often seen as the path to the future. It focuses on the customer-facing part of the business, as well as connecting to new services, channels and third parties. But how can your business operations support so many new services that seem to pop-up like mushrooms after the rain?

Service providers’ business operations already face many challenges: lack of visibility due to multiple operational systems, complex processes, and expensive, time-consuming manual work. Intelligent operations enables you to grow your business without increasing the manual workload, while allowing you to extract far greater value from your operational expenditure.

Indeed, the digital promise is one of economies of scale: with fast, low-cost transactions and multiple services being delivered in no time on one hand, and economies of experience, competing on delivering a great customer experience on the other.

So how can business operations intelligently support this environment and transition from being a cost center to an essential part of delivering a great customer experience?

For digital transformations to succeed, business operations need to adopt three principles:

  • Support any new service, quickly

Delivering digital means agile delivery of new services. From media and entertainment to IoT and security, cloud etc., the digital customer will be consuming exponentially more services than ever before. Digital business operations need to be agile enough to quickly scale up to new needs, and hold the domain expertise required to adopt business processes outside the traditional services – without incurring additional costs. External experts can significantly help cross the chasm in such cases and there’s no need to re-invent the wheel.

  • Utilize intelligent automation to reduce manual work

In many cases, even internal service providers’ processes involve a high degree of manual work. Enterprise services are a good example. Add to that the many third parties that provide digital services sold by operators, and business processes are likely to become very fragmented and fragile. The only way to truly provide a digital service is by smartly automating business operations tasks – from data collection to task prioritization and work item handling. Luckily, recent technologies can greatly assist: from robotic process automation tools to advanced analytics that are able to support not only repetitive tasks but also use machine learning to assist in the decision making. In our experience, such technology can lead to automation of up to 80 percent of tasks (!)

  • Delivering a great customer experience

Customers want to feel special: They want personalized treatment and they don’t care about technical difficulties. They want to state their needs only once and receive relevant treatment immediately – on any channel and for any product or service. Analysys Mason described the customers of the future as “digital native customers”, who expect service providers to understand their needs immediately.

For this reason, even though more and more digital services are being delivered and fulfilled by third parties, business operations should still be intelligent enough to immediately identify where the customer is across any business process.

The only way to support such a customer experience is by having a unified view of any business process across any system (internal or external), regardless of the underlying IT – in real-time. Such a view can be exposed to any channel (e.g. web, mobile, CSR, retail) so that customers receive the same treatment regardless of the handling channel.

For service providers, the need to reduce their manual touch rate in order to support their digital proposition is an essential objective. But it is often one that is yet to be achieved. For this reason, what’s required for digital business operations is a partner who can proactively bring intelligence to their business operations. Because only by leveraging knowledge of both the industry and business will they be able to take full accountability in a way that allows them to successfully deliver and fulfil any type of order.

TM Forum Live! takes place May 15-18 in Nice, France.  Find out more at www.tmforumlive.org



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About The Author

President & General Manager, System-Integration Practices, Amdocs

With a strong global telecommunications background and over thirty years of experience in business operations, marketing, product development, consulting advisory, new business development and sales, Andrew has led large-scale international initiatives by leveraging knowledge of business challenges, industry trends, competitive landscape, business models, regulatory environments, and benchmarks to assist clients through improved positioning and revenue generation.

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