Addressing the experience chasm. Who will be the winners?
Consumers feel exhausted by interactions with telecom service providers. On average, it takes smartphone users two attempts and four days to successfully complete an interaction with telecom service providers. This is a key finding delivered in a recent insight report from Ericsson Consumer & IndustryLab. This blog post discusses the telecom customer experience chasm.
The "zero-touch customer experience" study is based on quantitative and qualitative data representing over 700 million people from seven markets: Brazil, China, Germany, South Korea, Sweden, the UK, and the US. Want to know more about the findings?
You can also read more on this topic at our digital telecom customer experience page.
Who will prosper on the telecom customer experience chasm?
As a marketer and business developer my world spins around the conviction that every market problem is looking for a solution. I firmly believe that the customer experience chasm will cause disruption as the business landscape converges.
- Telcos are challenged by a range of non-traditional players that can fill the telecom customer experience gap. The threat to telecom service providers appears in low-range consumer segments as well as in high-range segments that contain more-advanced products and comprehensive service bundles. MVNOs such as UK-based giffgaff and Google's Project Fi are two examples of recent entrants that are using the customer experience chasm as an opportunity to enter the market.
- Who will become the best performing frontrunners among the traditional telcos? Digital transformation is a complex undertaking, and telecom service providers have failed before (and many will fail again) in their transformation journeys. Those telcos that successfully complete their transformation and are well-aligned with their chosen strategy are set to thrive and gain market share through the improved experience they deliver to their customers. But who will those winners be and what will bring them through transformation to that leading position?
See below for two examples of telecom service providers who are on their way to deliver a leading telecom customer experience by adopting new technology and new ways of working.
Entel, Latin America
Entel is undertaking a full digital transformation of its operations in Chile and Peru. Stiff market competition and evolving target group demographics make change inevitable. Entel’s customers are increasingly millennials and the prediction is that the millennial generation will be 75% of Chile’s total workforce in 2025.
The blog post below includes a video and a written summary from an interview with Carlos Palito, Head of Digital Transformation at Entel. Carlos explains the details of the business-wide transformation that he is driving within his company: a project that engages 1,000 employees from 24 different countries.
By expanding its LTE footprint, T-Mobile wanted to ensure the best-quality experience. The node-centric mode of measuring network performance was not providing insight into voice issues, such as muting and garbled speech, nor issues with mobile broadband services, such as video streaming and social media.
In order to detect a broad range of customer-impacting incidents, T-Mobile required new holistic metrics. The challenge was to link network behavior and service incidents in near real time so issues could be solved before customers called to complain.
You can also explore this topic further at our digital telecom customer experience page.