With enterprise customers contributing a considerable portion of revenue to CSPs – even up to a third of total revenue for some Tier 1s – telcos’ focus on the business services segment is greater than ever before. As CSPs look to the B2B arena for new revenue growth, creating and maintaining a positive customer experience is becoming a key driver for their success.
In a recent whitepaper, analyst firm Analysys Mason explored one of the most common barriers to achieving an optimal customer experience: order fallouts.
Specifically, the firm notes that the impact of order fallouts most often comes to bear on customer service. It especially affects the “Join” and “Onboarding” touch points, when orders are captured, processed and provisioned, and services are set up and paid for. Resulting prolonged service delivery can frustrate many customers, even leading them to cancel orders completely, despite all efforts by the operator to resolve the issue.
Plus, it’s not just diminished customer service (and, consequently, a diminished overall experience) that is at stake. Order fallouts can hurt CSPs in other ways too, for example, by increasing their operational costs and creating longer lead-to-cash cycle times.
Analysys Mason outlined some of the top factors contributing to order fallout propensity, one of which is the complexity and newness of a service. For service offerings that have existed for many years (like POTS), CSPs have established a good understanding of how to accurately capture orders, validate them, and design and deliver them at minimal costs. But as newer services like Ethernet, IP VPN, unified communications and VLAN increase in complexity, the volume of failed orders steadily increases in kind. Now, imagine the service complexity and ensuing order fallouts that CSPs will see as they transition to virtualised environments like SDN and NFV!
The top reason for order fallouts, Analysys Mason determined, is poor order quality. Order entry systems typically rely on standard templates without consideration for things like specific configuration requests, or up-to-date information on the availability of network and IT resources. As a result, a gap emerges between what the system thinks can be delivered, and what can realistically be delivered.
Exacerbating the issue, this kind of validation technique is often applied later in the order orchestration process, causing duplicated efforts and even further delays, and ultimately damaging the customer experience – something CSPs cannot afford.
Clearly, there is a strong need for CSPs to deploy more robust order validation techniques, especially during the earlier stages of the order capture process, to reduce order fallout potential.
Joining forces with cloud-based solution providers Salesforce and CloudSense, Comptel is fulfilling this by offering a service order validation solution, which improves order quality and reduces order fallouts with real-time, pre-order service design feasibility and validation via the cloud. Bringing enhancements like this into order management systems will be essential as network services continue to evolve towards virtualisation, and accurate and efficient service order orchestration becomes a primary competitive differentiator.
Want to learn more about order fallouts? Download the Analysys Mason whitepaper, “Reducing order fallouts: Key to success with business services.”