Surfing the Digital Channels wave in Telecoms
The telco industry has some unique characteristics that make the transition from a customer relationship based on traditional channels (stores, call centers, telesales, D2D) to digital quite challenging.
The complexity of product and service portfolio (various configurable packages of mobile, landline, internet, and content, etc.) and forever evolving sales processes make it difficult to extend traditional channel effectiveness to digital channels.
The pandemic has led to an increase in the use of digital channels in all industries. This trend represents a challenge for the reasons mentioned above, but also an opportunity in terms of the transformation of an increasingly digital customer relationship model with many business and customer experience benefits.
At Minsait, we see three fundamental areas to develop in order to capture the maximum value at stake linked to this trend:
- Clearly and precisely define the strategic role that digital channels should play within the sales and customer service ecosystem, maximizing effectiveness.
- Similarly, with the concept of Phygital, immerse digitalization into the physical channels to drive fundamental evolution of both customer interaction and operations
- Finally, Omnichannel, which leans on both digital and physical to deliver value, needs to incorporate cross-channel roles and customer needs. Customer experience must become comprehensive by making the right channel available for each interaction while maintaining traceability and customer context.
As a concept, these contemporary commercial fundamentals are clear, but there are serious real-life challenges to overcome:
- How can they be made operational in sales & service management and steering tools and routines?
- How can we turn omnichannel into a reality in our daily interactions with customers?