Despite its nostalgic undertones, the term “traditional” used to describe technology now substitutes as code for old and expensive. Rather, the transition to digital brings with it the promise of increasing customer loyalty, and for telecoms, digital adoption could be the industry’s saving grace.
Automation allows telecoms to simplify the customer service process, while also giving customers precisely what they want—the ability to self-serve and get their questions answered when and how they want to. It’s a win-win for telecoms, as it can help them cut costs, generate data, and boost customer retention and loyalty efforts.
Here are three benefits that telecoms can realize from automating the customer experience.
1. Empowered Customers
Through automation, telecom companies can offer resources that empower customers to answer their own questions, reserving contact center associates for those issues that specifically require human intervention. Republic Wireless, for instance, crowdsources its customer support. Customers can submit their queries to the company’s community and receive an answer or response from designated knowledgeable customers within 10 minutes. This system empowers those customers with great understanding of the products and services to help others who are less familiar. Customer-to-customer ticketing also taps Expert Customers to answer 30 percent of Republic Wireless’ incoming queries in an effort to make sure associates can dedicate their time to more pressing cases. By employing firsthand customer knowledge, Republic Wireless supports the growing self-service trend, while also guaranteeing that those customers with serious matters gain the immediate attention they seek.
2. Granular Data Collection
Automation allows telecoms to collect granular insight into which questions and problems frequently arise among customers so companies can develop proactive service methods that prevent issues before they surface. This excites customers because they feel important and valued, and strategies developed from customer insights also offer frictionless experiences that strengthen brand relationships. If telecoms can predict when their customers might complain, or anticipate when they may churn, they can quickly intervene by customizing their communications to engage and serve accordingly.
3. Targeted Associate Care
Automation may cut operational costs and reduce call volume, but digital adoption doesn’t mean abandoning human interaction all together. Telecoms must assure their contact center associates are always available when the customer’s situation requires one-on-one assistance. Automation frees up associates’ time so that telecoms can ensure they’re available to assist high-value customers or help with critical customer issues that could otherwise lead to attrition if left to automated service. Ideally, brands will implement tools that empower them to connect with the consumer directly within their preferred channel. If consumers choose to interact with the company via mobile app or Web, the telecom in question should be able to serve them from there by providing direct access to their services from that given channel. Customers need to know that if they can’t solve their issues themselves, human assistance isn’t far behind. Telecoms must easily provide the option to live chat or voice call an associate to support the seamless, frictionless service experiences consumers seek.
Ultimately, while digital technologies offer countless ways to improve efficiency and minimize costs, telecoms—and companies across industries, for that matter—must not abandon the human connection. No matter how inclined the customer may be to self-serve, they still take comfort in knowing (or at least hoping) that knowledgeable, well-trained associates are available to guide them through the problems they can’t solve solo. By facilitating connections and easing the customer’s burden, leaders have the power to elevate trust and loyalty to new levels, bringing peace of mind to all involved.
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