Customer Centricity

Customer centricity: Analytics in action

Understanding the business impact of customer experience in real time helps communications service providers (CSPs) prioritize deployment of new services, customer support upgrades and even network expansion.

Tracking the impact of customer issues over time will contribute to more effective business, product and operational planning, and help prioritize spending. The infographic below shows six important factors to consider for customer journeys.

Channels

Customers and prospects increasingly interact with CSPs using a variety of channels from retail to social media, and typically more than one channel is involved. This is challenging for CSPs because each channel typically exists in a unique silo of management systems and data.

Data

Real-time data and embedded analytics enable a CSP to react and interact with customers through the proper channel as the journey unfolds. Real-time data combined with past data specific to the customer, service, channel or location can guide customers and/or support personnel.

Content

Consistency across channels is key to creating a seamless customer experience, whether it’s the customer’s first interaction with the operator or the twentieth that day. Targeting customers with effective, customized marketing content contributes to revenue generation, uptake and stickiness. From measuring and monitoring content’s effectiveness to understanding the impact of specific messaging, the ability to measure and use content data in real time is essential.

Actions

Understanding the impact of content should lead to action. While the approach is consistent across channels, the action is tailored to individual customers – something as simple as a pop-up message for a promotion or as complex as creating a customized order or shopping cart. There is also an opportunity to improve customer experience by automatically increasing bandwidth or offering a temporary data increase in the middle of a journey.

Rules

Actions are based on rules and policies defined in operators’ support systems. Privacy and security are always a consideration, and other rules may be dictated by specific regulations. There are also configurable rules based on customer, channel, service, device, location or partner. Customers might want choose which offers they receive and from which partners or they may want to opt-out completely. Parental controls also dictate rules around the actions of children or dependents.

Insights

Insights are the result of building and applying journey models that are compatible with each customer, channel, partner and service. They are derived because the right content is understood and transformed into the actions based on applicable rules.

Any CSP that is going to bet its brand and reputation on digital services isn’t going to measure customer experience using a survey. Deriving value from the tremendous volume of data available requires rapid, intelligent analysis and intelligent distribution to critical business and operations processes and systems.



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About The Author

With over 25 years of experience in ICT engineering and operations, Nancee is a trusted advisor to executives in the areas of ICT strategy and planning, market research, product development, communications, and ICT solution integration.

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