Why Customer Experience Should Be Your Top Product

by Chris Menier
November 16, 2016

Customer Experience has become a key differentiator for global communications service providers (CSPs) as the digital transformation has spurred new and more agile competitors and helped to erode brand loyalty. Today, CSPs need to constantly be aware of their customers’ experience at every step in the customer journey in order to remain ahead. The bar for customer loyalty is much higher, yet more control is being held over operational expenditures. Having an end-to-end understanding of customer experience that spans across the network, device, and service silos enables CSPs to transform into a customer driven organization while reducing their operating budgets.

CSPs need to lead the way in evolving customer experience management to integrate enterprise-wide internal data insights with network level context. This type of operational intelligence brings the necessary context that enables CSPs to expand and identify potential weaknesses that could impact the customer experience and their NPS score, the traditional bellwether for measuring customer satisfaction – as well as the tools to proactively improve care and network operations. An integrated analysis of the customer experience correlates every interaction across care, operations, marketing and network, to create an extremely granular and contextual view helping CSPs to better understand the complete customer journey and empowering them to significantly mitigate and plan network impacting events, prioritize operations and deliver personalized care.

Some leading operators have already taken the first steps towards making customer experience their number one priority. They are singularly focused on the customer and are becoming as proactive as possible in all of their interactions. This means having a comprehensive, accurate and current picture of the customer and measuring customer experience with a complete view across their entire business.

Every touch point with a customer is an opportunity to improve their perception of the organization. In order to provide the best possible experience, the customer service representative (CSRs) or technician should be armed with the most up-to-date and relevant information required for solving the customer’s problem efficiently the first time. This includes identifying the root cause of the issue though automation when possible, and having an accurate view of the customer’s experience over time and up to the minute. The way enterprises interact with their customers seeking help either through call centers or online is crucial to change the customer’s perception from detractor to promoter.

Having this full visibility and near real-time insights can be integrated into customer care agent dashboards, so that CSRs can easily determine the precise pattern of impactful events affecting the quality of experience at critical points in the customer journey for the subscriber. As a result, network problems are identified and resolved faster, care operations departments obtain valuable insights that allow them to implement preventative care actions and subscribers receive personalized service that improves customer satisfaction and reduces churn.

For the first time, CSPs have the ability to make customer experience delivery part of their day-to-day operations and their leading product. By operationalizing key areas of the business and contextualizing data that they already collect, CSPs and any services-based business can better understand customers, improve operational efficiencies and deliver a new type of customer experience. By fusing data from customer care, as well as operations, organizations will have the business intelligence to streamline service and create world-class customer experiences that will win over customers.

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