Is the telecoms industry responding to changing consumer needs?
The Telecoms industry comprises of multiple players including broadband, mobile, cable and satellite services, and as such, is becoming increasingly competitive with companies striving for higher customer retention.
While recent announcements show that telecoms companies are improving their customer care capabilities, data suggests the sector has a way to go before catching up with the advancements of other industries.
Consumer expectations
In the vast technological landscape, consumers expect a brand to have a consistently functioning service, which enables them to connect and communicate their opinion, discuss a product, or forge a complaint. As communications take up an ever-increasing part of our lives, consumers expect to be connected at all times through multiple channels. The provision of a reliable service, is oftentimes, taken for granted by consumers. Failure to keep up with the fast-paced motion of consumer experience and feedback, is recognized with contempt and can have adverse effects on the company.
In the event of something going wrong, consumers expect an efficient customer service to have an issue rectified with little room (or patience) for delay. This high level of expectation from consumers, means a greater need for telecoms companies to step-up efforts to enhance their customer service division.
On a daily basis, telecommunication brands are overwhelmed with a sizeable number of social media posts from current, potential and future clients. While most major businesses have developed a robust customer care center to handle the onslaught of incoming issues, many telecommunications businesses have ignored the impending need for improved services.
Digital care as the way forward
Digital is now recognized as the leading channel in many customer- service transactions. For telecoms operators, transitioning to digital customer care can reduce call volumes and operating expenses by around 30%. An effective digital marketing strategy, will measure the effect of campaigns, and help to ascertain what drives and connects potential consumers.
Today, customers expect an easy to use system across all channels. Many operators however struggle to meet these expectations because of slow design processes, limited customer input and an overall rigid technical infrastructure. Utilizing digital technologies across the business will help revive a decline in growth and improve the quality of consumer experience.
What is required?
Getting it right will require a digital overhaul. The transformation begins with dedication and commitment from operators to legitimize their online presence and provide a more user-friendly experience across multiple channels.