TALKING
‘‘ business
2020 was a tough year for industries globally , but it has also forced them to become more resourceful under pressure . We ’ ve seen distilleries turn their talents to hand sanitiser manufacturing , clothing stores have rolled out safebut-chic face masks and our fast-food haunts became the go-to for groceries – but it doesn ’ t stop there .
According to a recent report by Mckinsey & Company , rates of digital adoption are years ahead of where they were when previous surveys were conducted – and even more in developed Asia than in other regions – with respondents three times more likely now than before the crisis to say that at least 80 % of their customer interactions are digital in nature .
Telcos are quickly becoming the gold standard in digital customer interactions and the recent shift in our consumer behavior has prompted further innovation within the industry across Asia .
Adapting for the future
If there is one thing businesses have learnt from 2020 it ’ s the mantra ‘ adapt or die ’. Adjustments to business models can be costly , they can require specialist expertise and , ultimately , they take full buyin from employees .
Before the pandemic hit , 5 – 10 % of telcos ’ sales would come from digital channels . Now , the figure sits closer to 20 – 25 % and it ’ s likely here to stay .
Unlike many regions around the world , every country in South East Asia went into full lockdown at some point in 2020 . This meant that telcos with e-stores and apps benefited greatly from the custom of those in lockdown – particularly when telecommunication and Internet access hit utility status .
Telcos with e-stores in their infancy or apps in the pipeline simply sped the process up to cater to the demand and those still working on a traditional dealer – distributer model had no option but to digitize .
Telcos are already data savvy . They have a plethora of customer data just sitting in their databases to pull from , but now they need to optimize it . In a saturated market like telecommunications , it ’ s more about poaching customers from competitors than attracting new users all together and the next generation of telco will harness the power of data to gain market share .
Omni-channel or no channel at all
Data is no use to anyone unless it is activated properly . These days , that means it needs to be optimized across different channels or not at all . The good news is that omni-channel management can be implemented step-by-step .
Firstly , businesses must-have the customer experience at the heart of their infrastructure to ensure that all subsequent components of the omni-channel development fit together and ultimately form a coherent strategy .
The strategy must also be informed by all departments of the organization , rather than limited to the expertise of marketing and IT only . A wealth of knowledge and
Will Griffith , Vice President and General Manager APJ at Tealium
The next generation of telco will harness the power of data to gain market share .
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