A Modern Approach to Customer Service for the Telecom Industry
Telecom industry is at the top of worst customer service experience list. According to a report by Verint, an analytics software company, 64 percent of telecom customers and 51 percent of customers in financial services had a poor service experience. Telecom industry requires millions of dollars to operate and needs massive customer base to reach break-even. Furthermore, too many players in a single location could make the market over competitive.
The advancement of smartphones has increased mobile data consumption levels dramatically overnight, and the usage of will increase in the future. The increase in consumption levels means an equally dramatic improvement in infrastructure. Upgrading the infra takes a considerable amount of time and money. All these developments bring a lot of customers, and with millions of customers to serve, the service quality may get poorer as the customers outnumber the customer service executives. Presently, the telecom industry requires a radical new approach.
A France based telecom company used a SharePoint-governed system to build a network with an objective of boosting morale and productivity and a higher level of collaboration. One of the reasons for its successful implementation was that it allowed people to share content.
In a typical scenario where good chunk customers from a similar location are facing connectivity issues makes it difficult for them to get a hold of a customer service representative. After multiple attempts, customers will reach a help-desk that is not likely to be aware of connectivity issues in the particular neighborhood. As a result, the service representative files a ticket which is then forwarded to a concerned person. This procedure time consuming and the turnaround time is the primary cause of bad customer experience.
Instead, in the future, both the customer and the telecom employees can be on a community page dedicated to a location. Customers can write about the issue in the community and employees can explain the problem to the customers maintaining a direct flow of communication. This process reduces the time it takes for the customer to get a response from the particular employee. It reduces friction and provides an excellent customer experience since real people attend their queries. Incentivizing employees for their community related activities will keep their morale up.
A centralized help desk approach is no longer practical for the telecom industry. Instead, by building a community engagement platform for the customer, companies can ensure the customers see quicker turnaround time.