To create a better customer experience and longer relationships in the mobile market means going the extra mile
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January 14, 2012To create a better customer experience and longer relationships in the mobile market means going the extra mile
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:
- Any potential issues a subscriber faces ‘found and fixed’ immediately and in real-time before it impinges on their experience
- Root and cause analysis of the issue will mean the subscriber will never have the same problem again
- Proactive customer care assistants that are privy to previous call history when a subscriber calls in
- Targeted marketing campaigns based on their preferences leveraged from business intelligence
- Bespoke tariffs and packages to fit with their usage levels leveraged from their individual customer data
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
8 Comments
Hello Brian
The need is there and has been there since the lauch of 3G services and escalated rapidly since the takeoff of the smart phones.
The question is what will it take for the mobile operators to change their ways. Is is simply putting in place new technologies? If I understand the situation correctly then the technology is there and has been there for a little while.
What seems missing is the will to do anything about it. Yes the mobile operators can be proactive and helpful. And why would they want to do that if that reduces their revenues and profits? Yes, I have first hand experience of consulting with a number of mobile operators.
Churn you say. Well what I lost today I kind of getback tomorrow as their is churn from each of the networks. So I can get new customers if I offer the right phones, the right deals and do some advertising. Right? So why bother with all this customer experience stuff?
Have I missed something?
Maz
Hi Maz, operators are coming to the realisation that they must become more customer-centric organisations and the technology is in place to support this transformation. CEM systems can help an operator to optimise their network infrastructure, automate systems and processes. Not only that but the data and analysis derived from CEM will allow them to actively deal with network, and device, issues before they impact on the subscriber’s experience. Overall, the adoption of CEM will empower managers to streamline business units across the organisation, everything from engineering, marketing and sales, and customer service departments.
The benefits of a shift in focus will vastly outweigh any cost. If a customer is satisfied that they are receiving the level of service they are paying for it will reduce churn and improve brand loyalty. Customers will be more inclined to promote the brand through word of mouth, which will enhance the reputation of the operator.
You’re right customers are always going to churn for a variety of reasons, whether that is driven by price or the desire to obtain the latest device on the market, or simply to negotiate a shorter contract. However, if an operator can provide a high standard of service, so that subscribers never feel the need to leave, they would generate a feel-good factor, command a strong market share and attract new customers.
Hello Brian
Thanks for taking the time to reply. I believe the chaps at Alcatel Lucent are hpoing that operators will move towards a focus on the customer experience. I look forward to the future unfolding as it does. In the meantime I will stick with giffgaff where I am happy with the value exchange: I take care of myself and they provide me with great pricing plans. And giffgaff even invited me to their Christmas party this year!
I wish you well.
Maz