Customer centricity: Top takeaways from TM Forum Live! Asia
08 Dec 2016
Customer centricity: Top takeaways from TM Forum Live! Asia
At the end of a packed Customer Centricity track at TM Forum Live! Asia in Singapore this week, delegates gathered to sum up what we’ve learned, what we need to change and where we to focus next. Here is a summary of the top takeaways.
The group discussed some of their biggest learnings and identified some of the challenges we still face:
Delegates highlighted some key areas they need to focus on collectively and where the Forum’s collaborative platform could potentially add a lot of value.
Find out more about how you can get involved in taking this work forward.
12 things we learned
The group discussed some of their biggest learnings and identified some of the challenges we still face:
- Telcos are still self-conscious about being laggards in customer centricity: this could drive change now
- Real customer insights are an unsolved problem
- Net Promoter Scores are an increasingly limited metric
- We are unsure what to do about employees with outdated skills
- Regulators are increasingly trying to directly regulate service levels
- Telcos don't have cloud platforms and don't use cloud
- There is no single clear definition of an omnichannel approach: if we don’t produce that definition, we are all aiming at different things
- Understanding the customer journey is key before we invest in elaborate technology
- Machine learning is useful but it’s not always clear how to link it into the businesses
- Simplicity is key to customer centricity
- There is great potential for chatbots – increasingly, humans don’t like to talk on the phone
- Return on investment (ROI) for customer experience management (CEM) is becoming clearer, through examples of increased customer satisfaction, sales and operational efficiency – but we still need a better metric for the ROI
- The line between CEM and BSS/OSS is blurring.
Action! What we need to do now
Delegates highlighted some key areas they need to focus on collectively and where the Forum’s collaborative platform could potentially add a lot of value.
- We need more case studies and learnings on implementations and strategies – we must share failures and successes [You can find lots of case studies here.]
- In event presentations, we need to see the business people and IT people present at the same time. We often see one or the other – the key, though, is how they work together.
- Service providers have to change now they architect and implement their IT systems and do it in a more agile way – they need to think like software companies, not infrastructure providers
- We need better use cases for IoT – they are sometimes one-off and don't bring business results
- Use-case catalogs could drive immediate results.
Find out more about how you can get involved in taking this work forward.