Customer Delight: The ‘Mantra’ For Success

After a glorious success with voice communications on wireless mode, the Indian mobile consumers as well as service providers are in a fix now. The consumers have taken the voice communication for granted and acknowledged it as a basic service. But now they want something more, and that too on a continuous basis.

The service providers, on the other hand, have acknowledged this enhanced knowledge of the customer, but they also know that not much is expected from the voice service anymore, though it is going to stay there for ever. It's not going to help them increase their bottomline any more.

What they also know that the next phase of growth, both for their company as well as their balance sheet, is certainly going to come from data business, and that too from the same customer.

So, what the service providers need to do? Simple, they need to retain their customers, at the same time, they need to bring some transformation into their overall business processes. The operators also know that the customer is never a satisfied lot, they need to keep on offering innovative services to their customers in order to retain them. But retaining a customer is not an easy task as it may appear.

Looking at the dilemma of customers as well as telecom service providers, on how to get better services and how to delight the same customer, VOICE&DATA partnered with technology solutions provider Amdocs, and invited some industry experts to brainstorm over the simple, and at the same time very important issue. The industry experts comprised of CXOs of various telecom operators, industry associations, regulatory representatives and industry analysts.

The industry stakeholders gathered in two cities-Gurgaon and Mumbai--to find out some ways and means to delight their customers by way of transforming their business models.

We bring out some of the major discussion points and takeaways of the event ‘Transformation- Enhancing Business Value, Ensuring Customer Delight'.

Key Takeaways

There are many ways to transform your business. Some service providers are focusing on tailoring the customer experience, by empowering their subscribers with a seamless, multi-channel experience.

Optimizing customer engagement across online channels improves service providers' net promoter scores, sales, and time to market, while anticipating customer-care needs and then proactively addressing them helps reduce costs and delight subscribers.

But service providers also need to harness data so that they can offer realtime, omni-convergent experiences--the ultimate in multi-play. Achieving this goal means being able to define, deliver, and monetize any convergent service through product-centric integration across charging, policy, service platform, and enterprise product catalog.