This is a guest post from Brian Carroll, CEO at Arantech that illustrates what the mobile telecoms companies could be doing to help improve customer retention and a mobile customers experience.
Mobile operators have to cater for a wide range of customers’ needs; everything from high-end users requiring access large amounts of data, to casual users wanting intermittent access to voice and data services. However, one thing that each and every subscriber has in common is that they expect a good level of service from their provider.
Operators are keenly aware of the need to begin shifting their focus away from being network-centric organisations towards becoming more customer-centric. However, the inflexibility of their networks, coupled with the level of subscriber expectation, makes innovation in customer care and management an onerous task. To put this in perspective let’s look at the issues that two mobile subscribers could routinely face in a regular day and how an operator can pro-actively improve those subscribers’ experiences. Firstly, a high-end business user demanding constant access to email and voice services on the move, who we can call Subscriber A, and Subscriber B; a casual, but data-hungry user.
Subscriber A is on a monthly business tariff comprising of inclusive minutes, unlimited texts and extensive data access. More importantly for Subscriber A, he also receives European call and data allowance when abroad and free access to Wi-Fi access points. He requires constant access to email and ubiquitous coverage during peak working hours when travelling. Subscriber A is disgruntled by frequent dropped calls when abroad and high roaming charges when exceeding his inclusive minutes. Dropped calls can be caused by a faulty device or the subscriber moving out of a good coverage area into an area of reduced signal, all of which an operator has visibility of. Furthermore, he is making more calls while abroad than his inclusive minutes allows causing a severe breakdown in the service provider-customer relationship as he is receiving a poor service and being charged more for it. In comparison, Subscriber B is on a personal tariff receiving a small amount of inclusive minutes, unlimited texts and data allowance. Having a smartphone means she is hungry for data; constantly updating social networks, streaming online content and downloading new applications. By accessing vast amounts of data heavy services while on the move she is comprehensively exceeding their data allowance, leading to bill shock at the end of the month.
Both of these scenarios are easily avoidable. By implementing automated Customer Experience Management (CEM) systems that actively monitor and manage subscriber interactions with their network, operators can source the routes of a Subscriber A and Bs’ negative experiences and improve them. For Subscriber A, CEM systems would allow the operator to see that they are far exceeding their monthly Europe zone minutes each month. The operator could then act on this knowledge by offering additional Europe zone minutes for a set price per month to cover off that extra demand. In Subscriber B’s situation an operator can go one step further and break down the usage spike even further. If she is only using up their data usage allowance by constantly accessing and updating social media profiles, the operator can tailor a Social Media bolt-on for a set fee per month that allows them unlimited access to social media networks. This proactivity cements the customer relationship by showing the willingness to improve the subscribers’ experience.
Furthermore, CEM systems can have a positive effect on an end-users experience in the following ways:
A mobile subscriber is happiest when they have to spend less time interacting with their service provider, particularly about negative issues. CEM systems provide operators with a proactive approach in improving each subscriber’s customer experience, making this a distinct possibility.
By Brian Carroll, CEO at Arantech