The zero-touch customer experience
The quest for a superior digital experience
As customer journeys evolve to a zero-touch future, service providers find themselves playing a game of catch up to ensure that their customers’ needs are met with minimal effort.
However, in the quest to remain relevant to the customer, it’s not a once size fits all game. Service providers have taken different strategies to meet the needs of their customers. In some cases, service providers have chosen to implement digital BSS for greater ease and simplicity in administering customer accounts so that customers can find information online, compare offerings, make online purchases and more. In other cases, service providers have invested in telco data analytics – for real time actionable insights into the customer journey so that they can proactively respond to the needs of the customer.
Based on our recent study, while alternative journeys are possible, service providers should be prepared to evolve their customer journey into a zero-touch future – where interaction will be based on voice and gestures and supported by artificial intelligence. Our findings show that more than half of smartphone users expect their service providers to anticipate their needs even before they realize what they are. The question is which service provider will get there first.