To reach their customers, digital and communications services providers need to be able to speak the language of today’s digitally savvy consumers, or “Generation Cloud.” Our new study, released earlier this week, suggests that communications between both parties – mobile operators and their customers – could stand to further improve to the benefit of an enhanced digital buying experience.
Comptel commissioned independent research house Vanson Bourne to survey marketing and technology executives at 50 communications and mobile operators across APAC, EMEA and Latin America. Respondents were asked for their perspectives on sales, marketing and technology investment strategies in the era of Generation Cloud.
According to the results, 70 percent of CMOs and CTO/CIOs are investing in improved customer service capabilities, while 68 percent are focusing on expanding digital service offerings this year. By pointing to these two areas of investment, mobile operators are recognising the rapid change in the way end users – both individuals and businesses – buy, the type of digital services these buyers want, and how they prefer to be served.
Generation Cloud, after all, knows it has all the power in the buyer/seller relationship. These digital natives are eager to research, compare and shop around for highly personalised services that meet their terms.
However, mobile operators also recognise that their current ways of working limit how effectively they can reach and intrigue increasingly demanding consumers. As the survey revealed, some operators (22 percent) feel they lack an adequate understanding of their potential customers, and the wide majority (84 percent) feels current sales models have become irrelevant in a time when customers want personalised, instantaneous offers.
In short, mobile operators aren’t necessarily confident that the way they communicate and serve their customers actually addresses buyers’ most pressing needs. The solution is to shift toward the type of sales, marketing and service playbook we advocate in our book, Operation Nexterday – one that puts the customer at the centre of a new, flexible and intelligent service experience.
It was encouraging, then, to see the majority of respondents agree that investing in next-generation technology is a top priority. One such technology is virtualised and cloud-based infrastructure (cited by 88 percent of respondents), which empower digital and communications service providers with the optimised network architecture they need to bring new and creative services to market faster.
Machine learning and process automation was another technology priority for 84 percent of survey respondents, which is a positive sign that telco CXOs see the analytical value these capabilities provide. With intelligent fast data, operators will be able to draw instant insight from the mountains of data they collect from customers, and immediately refine, enhance and act on that information with in-the-moment personalised offers. Each digital moment is a monetisation opportunity, and operators merely need the technology to maximise each one.
Far from dwelling on telco shortcomings, the survey ultimately underscored that digital and communications services providers know what it will take to succeed in this new market. The question is, do operators have the tools, flexibility and creativity to make the right moves faster than their competitors?