TALKING
‘‘ business experience can be gained by tapping into sales , finance and even stakeholders .
Together all functions of the organization can pool expertise to identify the interaction points of different customer types and enable a seamless omni-channel customer journey . Once you have set the foundations , it becomes a simple matter of tailoring and stacking your strategy to your bespoke business needs . Then and only then , will you be able to optimize and activate your data to its full potential .
Stitching the gap
The first step to understanding the customer is through harnessing first-party operational data . Telcos have plenty of it , but as customers move further away from calls and SMS and more towards browsing , there comes the need to use third-party data to draw a
Once telcos perfect these complex backend processes , the front end will be more seamless for the customer than ever before . complete picture of the customer . If a telco sees a customer consistently going over their data allowance at the same time every month , they need to stitch the data together to understand why .
Let ’ s say through the optimization of third-party data , a telco can see that this customer is an avid gamer and through understanding the pattern of behavioral data can offer the customer a bespoke gamer data allowance as an add-on to their existing package .
Not only does this offering benefit the bottom line of the telco through intelligent organic growth , it also makes the customer feel valued , which could lead to long-term loyalty to the company .
The telecommunications industry still has a long way to go in terms of delivering seamless customer journeys – but it ’ s off to a promising start . By tackling this problem in steps , the industry is already paving the way for a stackable , scalable model that will have the capacity to grow in line with customer demand and that is adaptable to embrace and activate new forms of data .
Once telcos perfect these complex backend processes , the front end will be more seamless for the customer than ever before and the next generation of telco will be gold standard for companies across the globe . p
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