Customer experience has emerged as a defining factor in business success, shaped by the trailblazing efforts of digital giants like Amazon, Apple, Netflix, and Uber. These industry disruptors have set new standards with their seamless and personalized interactions, raising customer expectations to new heights.
A recent survey revealed that 72% of customers switch brands because of poor customer experience (CX). Likewise, a 2022 survey found that 86% of customers will turn to competitors against the brand they trust after just two instances of poor CX.
The telecom industry isn’t a lot different when it comes to the need to deliver excellent CX. A study revealed that 70% of customersconsider customer experience as a pivotal factor in choosing a telecoms provider. This emphasizes the telecom sector’s urgent need to prioritize investments in customer experience and put it at the center of the business strategy.
To embrace the future, telcos must undertake comprehensive transformations that place customers at the core of their operations.
Latest Trends in Customer Experience in the Telecom Sector
“Mobile networks will be up to 100 times faster and have 1,000 times the capacity than we experience today,” outlines PwC while emphasizing the prominence of the 5G networks. For sure, the growth in the telecom sector is being underpinned by rapid technological evolution. But what impact can these changes and trends have on the consumer experience that telecoms facilitate? Let’s discuss.
Increased Focus on End-to-End Customer Experience Improvement
For successful end-to-end customer experience transformation in telecom, evaluating both short-term and long-term benefits is vital. It’s also important to refine commercial models. When we talk about “commercial models,” we’re looking at the metrics that telcos usually use for defining the success of their initiatives. These might include metrics such as weighted average cost of capital (WACC).
However, the trend now is to focus more on the customer experience aspect of things. The telecom sector is poised to make advancements in predictive capabilities for ensuring proactive issue resolution, personalized customer interactions, and overall higher ROI.
But for this to happen, there needs to be a shift in how telcos view their success. If they quantify it against the traditional metrics, they might miss out on the long-term value that customer focused initiatives can accrue.
AI for Customer Service
Telecom companies are adopting AI-powered chatbots to automatically address customer queries and issues, freeing human agents for complex tasks. For instance, an AI-driven virtual assistant can handle billing, service plans, and technical support questions. No surprise that the global AI in telecommunications market is projected to reach $19.17 billion by 2029, growing at a CAGR of 40.6% between 2023 and 2029.
Telcos must also pioneer the application of Natural Language Processing (NLP) and voice-based customer care solutions to nurture more contextual interactions. This is certainly possible today, especially with generative AI solutions coming to the fore. The AI mix can help telcos deliver unparalleled customer service — all while catering to regions in their local languages and accommodating a very high frequency of requests.
This also paves the way for opportunities to adhere to the omnichannel shift. Today, customers demand consistent service across channels. With the help of data analytics and AI, telcos can ensure smooth transitions between channels while maintaining customer context. The result? Better personalization, increased loyalty, improved CX.
AI for Network Optimization
According to Nokia, networks will become exceptionally complex with the advent of 5G, growing by a whopping 73% in the next five years.
Favorably, implementing AI-powered self-optimizing networks (SONs) enables automatic network quality optimization based on traffic data, region, and time zone. This optimization based on AI technology can refine network resources and reduce operational costs.
Utilizing AI/ML in IoT for improving network performance, maintaining service levels, and protecting data privacy is also gaining momentum. AI algorithms can also analyze vast network data to:
- Provide real-time insights into performance and issue resolution
- Enhance network reliability and customer satisfaction
The 5G-Led Experiences
By 2025, 5G networks are projected to serve one-third of the world’s population. 5G promises to deliver much faster speeds, lower latency, and increased bandwidth than previous generations of cellular networks. This paves the way for reliable connections and spells the advent of more connected and personalized experiences.
To succeed in the 5G era, telecom providers need to be cognizant of the value of the entire distribution channel, Business Support System (BSS) platforms, etc. Collaborating with startups, technology companies, Communications Service Providers (CSPs), etc., can help curate innovative 5G product offerings for better CX.
How Can Telecom Providers Prepare for This Future?
The telecom sector is undergoing a major transformation, and customer expectations are rising. To stay competitive, telecom providers need to prepare for this future by:
Powering Data Analytics Initiatives
Data analytics is essential for telecom providers to understand their consumer needs. By collecting and analyzing data, telecom providers can identify trends, patterns, and insights that can be used to improve the CX. For example, data analytics can be used to:
- Identify customer pain points: By understanding customers’ challenges, telecom providers can develop solutions to improve their experience. For example, customers may have complaints about network coverage. The data analytics team can use historical call records to identify areas with poor network strength.
- Optimize network performance: By analyzing data about network usage, telecoms can identify areas where the network can be optimized to improve performance.
- Personalize the customer experience: McKinsey’s research outlines that organizations that excel at personalizing CX generate 40% higher revenue. However, the consulting giant also mentions how only 5% of telcos capably unlock the potential of data-driven personalization. It’s imperative that telecom providers monetize their data assets to ensure this percentage goes up. After all, their personalization initiatives can help retain customers, build loyalty, and improve CX.
Partnering with a Telecom Solutions Provider
The future of customer experience in the telecom industry is bright, but it requires telecom providers to embrace the latest trends and partner with a telecom solutions provider that can help them implement the requisite technologies.
For example, at GlobeTeleservices, we help telecom companies implement anti-fraud solutions and drive seamless connectivity with uninterrupted voice solutions. We further help telcos realize higher ROIs via the use of the cloud. The idea is to help telecom companies deliver a superior CX and alleviate challenges related to service disruptions. Contact us to learn more about how we can help.