A recent report by Ovum reveals that 82 per cent of consumers have stopped doing business with a brand following a bad experience. As a result, Communication Service Providers (CSPs) are under constant pressure to create brand and technology led service differentiation in such a mature and value led market.
A focus on improving productivity through process and organisational efficiency, restructuring to concentrate more on customers and reducing costs through value-oriented customer management, has led to fundamental changes in the way that CSPs engage with customers and in turn the longevity of relationships with them.
But to get to that point decision makers face a complex journey. The crucial factors to prepare for are:
Security - meeting customer demands for a secure, reliable service and protecting the business and brand.
Service agility - developing personalised service packages, content and self-help tools, reducing time-to-market for new offerings and increasing competitive differentiation.
Innovation - using data analytics to increase understanding of customer trends to refine services, propositions and sales effectiveness and identify new revenue streams. Innovation also comes through automation, in order to rationalise and standardise products, networks, applications, platforms and processes. This aims to remove complexity, simplify customer engagement and drive down cost in a secure way.
This digital transformation journey can be mapped out on a road towards three main business outcomes: brand reputation, market share and profitability.
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