Posted: February 2nd, 2017 | Author: Special Contributor | Filed under: Industry Insights | Tags: customer engagement, customer experience, personalisation, Power of Personal research | No Comments »
By Niilo Fredriksen, Executive Vice President, Intelligent Data
A word of caution for all mobile operators: there’s a 50/50 chance your customers feel like you don’t actually care about them.
That’s what Comptel found when we commissioned a survey of 2,000 mobile data users in the US and the UK. Our new research report, The Power of Personal, reports that 52 percent of mobile customers feel like they are treated as just another nameless subscriber by their providers.
Obviously, that’s a problem that could lead to churn. Customers that feel valued are three times more likely to stay loyal to their provider, according to our research. Those that don’t feel valued leave, and 59 percent of respondents said they were not fully satisfied with their providers.
So how do you make sure your customers are happy, loyal advocates for your business? Personalisation offers a solution, and the survey found that it’s what mobile customers want from their providers.
In total, 55 percent of respondents said they would be open to receiving more proactive, personalised messages and services from their providers. But, only 13 percent has ever received this type of message.
Respondents said they were favourable to receiving all sorts of different messages, including:
- An alert when they’ve reached their data cap
- A notification when they’re about to trigger data roaming charges
- A message when they’re using more data than usual
But it’s not just about warnings and alerts. According to our research, customers are also open to personalised messages about service offers, whether it’s a discounted data plan, sponsored data plan or a completely tailored plan that fits their exact needs based on service consumption. The key word, though, is personal. If you send customers an offer that doesn’t seem relevant to them, you’re not going to achieve anything but annoying them.
Service providers know a lot about their customers. It’s high time they started to use that data more intelligently to provide better more individualised services and to use that information to save customers money and build much longer lasting loyalty than is the current model. Our report gives you the guidance you need to do that.
You can learn more about our research by visiting comptelcorporation.com/power-of-personal. From there, you can:
- Download the full research report
- Watch video interviews to hear what consumers on the street think about their current service providers and what should be done differently
- View an infographic that summarises the top findings
- Read our new eBook, which has tips on how to put those findings into action
- Explore three use cases of how service providers could better cater to customers through a more personalised approach
Posted: February 1st, 2017 | Author: Malla Poikela | Filed under: Industry Insights | Tags: contextual intelligence, customer engagement, customer experience, FASTERMIND | No Comments »
Operators are on a journey to become true digital telcos. Rich Karpinski, a US-based analyst for 451 Research, recently explored how Comptel’s FASTERMIND™ helps put CSPs on the fast track to becoming offer-driven, digitally-savvy operators.
“Few vendors have as a pure a vision of how mobile operators must evolve to become digital service providers as Comptel. It speaks the language, understands the requirements, absorbs and applies the use cases.”
Transforming operators into Digital Service Providers is at the heart of Comptel’s Nexterday vision. To execute on that vision, Comptel recently launched the FASTERMIND™ suite at Nexterday North 2016, to provide artificial intelligence applications for digital telcos. FASTERMIND™ recommends, predicts and automates real-time decisions, particularly supporting customer engagement automation.
“Rather than rely on a small handful of customer segment buckets and static, non-real-time campaigns to drive out offers, FASTERMIND’s monitoring and analytics tools work with other Comptel platforms – Monetizer for policy control and charging and Data Refinery for mediation and data processing – to allow operators to deliver more real-time, personalized and contextually relevant offers.”
Comptel’s Nexterday vision and strategy has garnered a great deal of attention in the market, and we are pleased to secure external analyst recognition for this new FASTERMIND™ suite, and also for our work in helping CSPs to evolve into DSPs by rethinking and redesigning customer engagement with real-time and contextual best-next-action offers.
“It’s not about bundling a digital ‘service’ like Dropbox or Netflix or simply offering a few new mobile data plan options. Rather, it’s a rethinking of how mobile operators interact with their customers, understanding their real-time needs and wants and having the analytics, decision-making and network execution capabilities to hit them with the right offer at the right time.”
Comptel’s Nexterday vision focuses on providing customers with an outstanding and memorable digital experience. By coupling FASTERMIND’s time-sensitive, contextual and personalised recommendations, with MONETIZER™, an easy-to-use tool for the rapid design of policy and pricing offers, and DATA REFINERY™, which captures a real-time 360° view of the customer, CSPs are fully equipped for future business growth.
“More aggressively than almost any competitor, Comptel has swallowed the ‘red pill’ and sent itself fully down the digital telco path.”
Rich Karpinski’s full report, Comptel speeds operator offer decision-making with FASTERMIND can be downloaded here.
Comptel will be exhibiting at MWC17 in Barcelona February 27 – March 2, 2017. Meet with us at stand #5G40, Hall 5 to learn more about our Nexterday vision and FASTERMIND™ for customer engagement automation.
Posted: January 31st, 2017 | Author: Malla Poikela | Filed under: Uncategorized | Tags: analytics, customer experience, FASTERMIND, My Digital Moments | No Comments »
Customer experience is the new battleground for telcos. Forrester Research found that 72 percent of companies say that improving customer experience is their top priority. As a provider, if you can engage your customer at the right time with the right personalised service, you have an opportunity to deliver value, establish loyalty and grow your business.
So, what do customers want? To start, they expect full control of their digital life, and the freedom to build their own personal ecosystem of apps and services.
That’s why Comptel launched “My Digital Moments,” a new solution that enables perfect digital customer journeys. With My Digital Moments, customers will benefit from a self-service app on their phone that, in real-time, analyses how they consume digital services. From there, the app can recommend relevant and personalised digital services that would improve their experience.
My Digital Moments opens the door to several value-driving possibilities:
- Service offerings that are proactive, personalised, relevant and contextual
- Increased customer engagement and communication through a direct line to the operator
- Improved engagement by giving customers direct visibility into their plan status and special packages
From the main screen, customers are able to view real-time service usage information, including the percentage of the data they’ve used in this cycle and their data usage trend across specific apps. On top of that, the app can display the operator’s full service portfolio, including new service plans or promotional packages from the portfolio.
My Digital Moments relies on real-time usage monitoring and intelligence from FASTERMIND™ to recommend, predict and automate customer offers based on the most relevant and contextual data. For example, a customer who consumes a lot of mobile data watching Netflix but does not currently have sufficient mobile data could receive an offer for a data plan with unlimited Netflix streaming.
My Digital Moments is also supported by MONETIZER™, which offers the easy and agile configuration of data plans, plus a common platform for charging and policy design. The result puts full control in the hands of your customers, meaning they can self-select relevant, contextual plans or instantly upgrade their data speeds and allocation in the moment.
Of course, new service opportunities can crop up at any time – not just according to your campaign schedule. That’s why My Digital Moments is supported by closed-loop analysis and service recommendations, which means service usage is monitored on an ongoing and real-time basis to ensure your customers are constantly engaged and presented with easy opportunities to get the services they need.
The solution puts the power in the hands of consumers, giving them the opportunity to build their personal digital ecosystems while empowering operators to increase service consumption, reveal new revenue opportunities and nurture loyal, long-term customers.
Heading to Mobile World Congress 2017? Meet with Comptel in Barcelona to learn more about My Digital Moments and our full portfolio of customer engagement solutions. Email email@example.com to arrange a meeting.
Posted: December 5th, 2016 | Author: Special Contributor | Filed under: News | Tags: cloud, Comptel, customer experience, innovation, Nexterday North | Comments Off on Moving Forward on Comptel’s Road to the Cloud
By Anand Adhiappan
Every great journey has a destination. In a business journey, your ultimate goal should be to find new strategies, ideas and approaches that benefit for your customers. The cloud might be the biggest such destination for many businesses in the telco industry today, and at Comptel, our cloud journey is about embracing the emerging platforms and solutions that will make life easier and better for our customers.
Comptel’s cloud journey took another big step forward at this year’s Nexterday North, where we announced the addition of another cloud solution, Fastermind. Everything about Fastermind is influenced by or tailored for Generation Cloud, the savvy digital natives whose buying and engagement preferences are changing the ways telcos have to service their customers.
Generation Cloud wants services on their terms, at their speed and personalized to their specific wants and needs. The cloud is the only way to deliver the dynamic, personalized services these customers crave.
As an industry, the benefits that we have realized by cloud adoption is unquestionable. We are on a journey powered by the cloud for our infrastructure, engagement and business models. Therefore, a well-balanced cloud strategy that drives focus back to business top-line and in parallel drives up the cloud maturity is needed.
The cloud has opened new business models that weren’t feasible in the past. It accelerates partnering, experimentation and building of ecosystems. But, it also creates complexity and dilemma with all the options that are achievable – stretching from NFV/SDN to private cloud to public cloud applications and hybrid environment, from do it yourself options to SaaS options.
Service providers are on a road to cloud. Many service providers have matured their cloud infrastructure strategy and have collaborated with their vendor partners to deploy solutions in the cloud and have demonstrated clear efficiency gains.
So, what’s your cloud journey look like? Are you running at the speed of business? Are unlocking new revenue streams? Is stakeholder engagement better than before? Do you have free hands to experiment new propositions? Even a small tweak to a service has a significant positive impact to the top line and experience.
Future success relies on being proactive and open to engaging as a part of a broader ecosystem. Cloud as an engagement model is bringing businesses closer so they can collaborate and win together. Cloud native strategy will bring the needed maturity. Cloud directions taken today with the focus on future proactive needs is a road to cloud!
At Comptel, we love the cloud. It brings us closer to our customers than ever before. We have been on a cloud journey for a long time already, as our operator customers serve more than 300 million end-customers in the private cloud environment. To date, our cloud solutions have provided our customers with important improvements in efficiency, but our upcoming product roadmap includes several important steps that will help us draw even more value out of the cloud. Stay tuned for more, and share your cloud journey!
Posted: August 23rd, 2016 | Author: Special Contributor | Filed under: Industry Insights | Tags: customer experience, software design, software development, telecom, UX | Comments Off on Software Usability in Telco: Going Beyond Technical Performance
By Kirsi Kalenius-Ruotsalainen
Most software is built in layers. At the bottom sits the technical foundation, while at the very top there’s a user interface that connects man with machine. Most software users never actually deal with the technical layer – they’re happy as long as the software’s foundation works efficiently and as it should.
Instead, most user interactions occur on the surface layer, but that’s not always where developers and businesses focus their attention. A lot of development time is spent shoring up a product’s technical foundation, and while it’s very important to create a functional product that’s built on strong footing, a subpar user interface is not enough. Users need more than that. And a major challenge is that a product’s usability is invisible by nature and usually only gains attention when something is missing.
The User is Number One
What is usability in a nutshell?
The essence of it is to think about the usage of a product or service from the user’s point of view and consider the optimal way of interacting with the product to achieve maximum end-user benefits. It’s about enabling the use of a product or service to be as easy, as pleasant and as efficient as possible. It’s about simplifying complex things.
Users need products that are easy to learn and to use, that eliminate error-prone conditions, that create meaningful experiences, and, not to forget, that are pleasant to look at. Products need to make sense and answer the needs of users.
Users want products to be as fluent as possible, saving their time and, in the corporate world, saving their money. This need is universal no matter the software’s target group or ideal customer, whether it’s a private individual or a big global telco company.
So, how do software developers get to the point where their product’s users enjoy both maximum technical performance as well as great product usability?
One has to bear in mind that great product usability, as abstract as it sounds, is not a complementary asset – it’s an integral must-have quality for any service or software. The process of ensuring a service or software has the best possible usability goes alongside the whole development process, from requirements gathering all the way to delivery and beyond.
A Focus on Usability Saves Money
It’s not only end-users that benefit from an integrated approach to addressing software usability. Developers and businesses stand to benefit, too.
By utilizing user-centric design methods from the beginning, it’s easier for developers to track what customers want and compile a comprehensive list of product requirements. In fact, it would be beneficial for all parties, if possible, to have continuous communication between customers and the user experience design team to track satisfaction with a product’s usability and features.
After feedback is received and new product requirements determined, continuous end-user feedback and validation during the design and development stages will ensure faster progress and earlier resolution of design flaws or feature missteps. Failing fast saves development time and money.
How Comptel Addresses Product Usability
The Comptel user experience design team utilizes user-centric design methods that aim at taking the end-user into account from the very beginning of the design process. The range of different methods is vast, varying from user interviews to focus groups, workshops and co-creation. End-users and experts are an integral part of the design process and their knowledge is being utilized at all phases. We aim to achieve continuous dialog with our end-users.
Usability Can Also Be a Competitive Asset
Let’s not forget that Comptel is not the only business operating in the area of telco software development. We always ask ourselves: How can we differentiate from the other providers in this highly competitive environment? What makes us better?
When a software’s technical performance, feature list and price are approximately on the same level, it’s the surface-level usability that makes the difference to customers. So we work to deliver a superior user experience that customers know is quintessentially Comptel.
You can’t create a world-leading software product without offering both great technical performance and a great user experience. And you can’t deliver a great user experience without supreme product usability. These factors combined equal quality. And quality is our key driver.
Posted: July 13th, 2016 | Author: Ulla Huopaniemi | Filed under: Compelling Cases | Tags: customer experience, fulfillment, OSS, telco, telecom, telecoms | Comments Off on Through Network Transformation, POST Technologies Gains Flexibility, Operational Savings
Outdated back-end systems no longer offer the flexibility to help operators create the dynamic digital services their customers want, nor do they lead to cost-efficiency from an operational perspective. Recognising this, many service providers across the globe are undertaking challenging back-end fulfillment transformation projects for their networks, with the aim of reducing operational expenses and providing customers with next-generation digital services.
For telcos, these network transformations are complex enough, but add on complimented mergers, acquisitions, regulations and organisational restructuring, and the project can seem downright implausible.
However, one Comptel customer was able to achieve the seemingly impossible and re-engineer its network for better flexibility.
New Business Model Requires Back-End Transformation
After the leading Luxembourg postal and telecommunication service provider, POST Luxembourg, divided its existing telecommunication operations into two separate companies due to regulatory obligations, the organisation’s new business model required a back-end transformation.
POST Telecom would market telecommunication services to residential and corporate customers and POST Technologies would provide wholesale services to POST Telecom and to Other Licensed Operators (OLOs). The company needed to split the IT operations and processes that supported both divisions, while still meeting a regulatory requirement that all orders shared the same processes, regardless of which customer placed the order.
Although POST Technologies would not need to directly interface with residential and corporate customers, the company recognized that it still needed to transform its fulfilment architecture so that wholesale customers could deliver modern and innovative services to their various end users.
Regulations put an added layer of pressure on POST Technologies, as the company was given a tight implementation schedule – the first phase needed to be up and running within nine months.
Equipped for The Future
Stemming from a negative experience with a previous waterfall-based transformation that was based on fixed, pre-defined project design and timelines, POST Technologies decided to follow agile work principles for this particularly daunting project.
“Agile methods were already used by POST for development projects,” said Luca Nadalini, Head of OSS-ISS-Fulfillment for POST Technologies. “But this was the first time we applied them to a large transformation project.”
Comptel, which already applies agile methods in product development, was able and willing to work with POST Technologies using lean delivery.
After a three-year long planning and evaluation phase, using TM Forum’s Frameworx as references for terminology and best practices, POST Technologies selected Comptel’s FlowOne Fulfillment suite as the company’s unified fulfillment solution for all services, enabling automated, accurate and controlled workflows. The suite also offered POST Technologies flexible service portfolio development, enabling the company to meet changing market needs and improve competitiveness.
Best of all, POST Technologies gained the flexibility to adapt its fulfillment processes to new requirements in the future, without having to engage in another expensive transformation project.
Working with Comptel, POST Technologies was able to meet its business objectives in a very challenging timeline. POST has now completed the first phase of its transformation project, which has already led to an increase in operational efficiency, higher revenue and margin, and improved customer experience.
Download this Comptel case study to get the full story on how POST Technologies transformed its fulfillment architecture with Comptel’s FlowOne Fulfillment.
Posted: March 2nd, 2016 | Author: Malla Poikela | Filed under: Events | Tags: analytics, big data, customer experience, Mobile World Congress | Comments Off on #MWC2016: It’s Time to Draw Real-Time Value From Untapped Customer Data
This year’s Mobile World Congress (MWC) was another exciting one for Comptel. We launched a new book, Nexterday: Volume II, and Nexterday.org, an online magazine and reader community, threw a party, and met with many operators who were interested in learning more about transforming their business to address the demands of digitalisation, as well as partners, analysts and media. When it comes to effectively transforming to a digital company, one of an operator’s biggest assets is customer data.
A consistent theme throughout MWC 2016 was the idea that operators are sitting on a store of customer data that, like an untapped oil reserve, could deliver rich insights that lead to significant revenue opportunities. Rising interest in the Internet of Things (IoT) isn’t making matters easier – we saw a flood of manufacturers demonstrating their latest connected devices, from cars to wearables, at MWC 2016, plus a fair share of big thinkers promoting their vision for larger-scale, IoT-enabled operations, like smart cities. Here are takeaways from the MWC panel “Operator Customer Analytics,” where those challenges and opportunities were discussed.
The Operator Perspective
Operators have always collected data, but the ways in which they pool, interpret and act on information has changed as technology and processes evolve.
Kuan Moon Yuen, CEO of the consumer group at Singapore-based operator Singtel, explained that his company has developed a more sophisticated analytics estate by pooling insights from multiple data sources. Customer data usage has always been important to telcos, but Singtel stressed that analysing other information – location, device and real-time contextual metrics – allows operators to deliver tailored network optimization, better customer support and predictive, real-time marketing.
Dr. Jiwon Ashley Joo of SK Telecom agreed that context changes the way operators can serve customers. Her company changed its analytics framework to gain a more holistic view of how its customers interact with various services. This type of observation led to service innovation, including a popular new connected wearable device for kids and pets. As these new services are used, the operator collects even more information about its users, which inform future initiatives.
The Standards Association Perspective
Of course, it’s easy enough to point out operators’ need to mine, interpret and act on their substantial data reserves. Rob Rich of TM Forum clarified the challenge by reminding MWC panel attendees of the significant skills gap that prevents many operators from actually putting these ideas into practice.
Of the substantial volume of data currently floating out there in operator environments, a small percentage – about 5 percent, said Rich – is actually actionable. To increase that percentage, operators need to develop an organizational culture for sharing data, and raise their level of sophistication when it comes to leveraging data.
That underscored what’s perhaps the biggest challenge operators face in maximizing customer data: they’re already a bit behind the eight-ball. For digital-born companies like Google and Facebook, a data-centric culture, mindset and competency is already built-in. Telcos need to change to acquire some of those qualities.
The Customer Engagement Automation Solution Perspective
So, if the objectives are to combine multiple insights from disparate data sources, get smarter about how your organisation manages and analyses data and change the culture of your organisation to be more data-centric, what’s your next step?
Third-party partnerships can help operators improve their level of sophistication around analytics initiatives, even democratising analytics insight, so anyone from IT to marketing to sales can make smarter decisions about customer information. Analytics platforms bring together raw data from multiple sources, enrich it to provide context and drive the right actions instantaneously. These solutions enable automated and real-time decisions and actions, helping businesses keep pace with fast-changing buyer needs and wants.
The biggest opportunity here is in real-time and contextual marketing: an operator who learns a customer is running low on mobile data while that individual is listening to a streaming music app has the chance to deliver a highly relevant and compelling top-up offer at the perfect time. It’s how marketing can and should work if you’re able to act in real-time with the right information about your customer.
Learn more about how successful operators leverage customer analytics data in our new book, Nexterday Volume II.
Posted: February 19th, 2016 | Author: Ari Vänttinen | Filed under: Industry Insights | Tags: customer experience, digitalisation, Mobile World Congress, Nexterday | Comments Off on Nexterday Volume II: A Blueprint for the Perfect Digital Company
For Comptel, the past year has been all about sharing our ideas around the digital business transformation operators must undergo to deliver perfect digital moments to customers. Now, we’re challenging operators to take the next step and put those ideas into action.
We’ve published Nexterday: Volume II, a follow-up to our previous book, Operation Nexterday. You can pick up a hard copy of the book at this year’s Mobile World Congress or download a digital version by visiting our new online magazine and community, Nexterday.org. With this edition, our goal is to help each operator become a “Perfect Digital Company,” one that works for and with its customers to enhance the digital moments that make up life.
To achieve that, operators need to open their minds to fresh ways of thinking about serving customers, taking inspiration from their counterparts across the globe and visionary, non-telco businesses that are changing the face of digitalisation.
The Customer is in Charge
Generation Cloud is, as always, at the centre of the digital struggle. B2B and B2C customers crave the autonomy to customise, configure and purchase digital services at a faster pace and on their own terms. On top of that, operators are increasingly starting to play in non-traditional markets, including connected devices, smart cities and healthcare, in both established and emerging markets.
Technology advancements – from the introduction of and ongoing management needs for virtualised network functions to the rising importance of real-time data in sales, marketing and service management – mean operators have more tools at their disposal to serve buyers’ unique interests and succeed in new verticals.
The challenge is determining how to effectively leverage these tools, while also applying the creativity and radical ideas operators need to distinguish their service at a time when customers are willing to switch digital and communications service providers at a moment’s notice. It’s not just about offering dynamic new services, but also delivering those services as part of a more pleasant and fulfilling customer experience.
Creating Perfect Digital Moments
Nexterday: Volume II describes how your business can evolve to meet the needs of a changing digital economy. The book includes:
- Inspiring real-world examples of telco and non-telco businesses that strive to offer customers extraordinary digital experiences
- Perspectives on the qualities of leading digital businesses from economist Dr. Kjell Nordström and business experts Stefan Moritz, Mark Curtis and Jeetu Mahtani
- In-depth research from analysts Stewart Rogers, Fredrik Jungermann, Caroline Chappell and Steve Bell
- Blueprints on how operators can automate their enterprise sales approach, pursue Internet of Things (IoT) service opportunities, create a richer B2C customer experience and re-engineer their back end for accelerated service delivery and enhanced digital service lifecycle management
Though we believe strongly in the themes we cover in the book, we want it to inspire a rich dialogue about the state of our digitalisation. We invite book readers to visit Nexterday.org to share their opinions and challenge our thinking. Whether you agree or disagree, we want to hear from you at Nexterday.org. Registration is simple: just sign up with your LinkedIn account.
Nexterday: Volume II, which will be available in hard and digital copies, will be officially released at our #Nexterday party on Wednesday, 24 February at 7 p.m. CET during Mobile World Congress. We’ll have live performances, an open bar and plenty of opportunities to unwind and mingle. You can pick up an exclusive ticket at the Comptel booth (stand 5G40 in hall 5). If you are not attending Mobile World Congress, you can download a digital copy of the book at Nexterday.org.
We invite you to join the movement and become a ‘Perfect Digital Company’ that serves the best interests of its customers. Nexterday: Volume II will show you how.
Posted: August 24th, 2015 | Author: Special Contributor | Filed under: Industry Insights | Tags: customer experience, enterprise sales, Generation Cloud | Comments Off on How Enterprise Sales Transformation Enables a Business-to-Human Approach
By Mikko Kiiski, Vice President, Product Management, Service Orchestration, Comptel
Consumers today can buy what they want in a matter of minutes. Empowered by a self-service research and purchase process, the buyer sets the terms of product or service delivery, and their order – whether physical or digital – will arrive, in most cases, with the consumer having tolerated minimal to no complexity.
That’s the business-to-consumer (B2C) digital buying experience, and customers expect to receive it each time they make a purchase on any device. Why, then, should expectations be any different in business-to-business (B2B) transactions?
After all, the same network technology that enables the digital buying experience for consumers also supports enterprise transactions. The only difference is the enterprise sales process, which is linear and requires a sales manager to field requests and quotes, verify feasibility, iterate on project design and eventually deliver.
This drawn-out process leads to delayed or poor implementations, frustrated B2B buyers and frequent order fallouts. In fact, Analysys Mason research shows that 35 percent of orders fail within the first six months of launch, primarily due to poor order quality.
It’s an especially bad process to keep using in light of the emerging digital buyer experience. The same IT buyer who might tolerate a slow and iterative purchasing process at work enjoys a much more enjoyable experience when shopping online or on mobile at home.
Our 2015 survey of telco C-level executives found that 78 percent are finding it harder to separate B2C and B2B customers by traditional standards, believing instead that they would be better served by taking a Business-to-Human (B2H) approach.
What is B2H? B2H knocks down the walls between consumer and business purchasing to create a shared service experience that is personalised, immediate, transparent and convenient.
It requires operators to undergo an enterprise sales transformation, connecting a responsive back office to a digital, user-friendly front office to reimagine how enterprise orders are orchestrated and fulfilled. While many operators are thinking about B2H, one Comptel customer achieved it to great success.
European Operator Embraces B2H
This operator’s journey started with a recognition that its existing IT infrastructure – particularly to support enterprise sales and service delivery – was too fragmented to deliver the Amazon-like buying experience its B2B customers want.
That fragmentation stemmed from years of mergers and acquisitions, the historical separation of technology stacks between different lines of business and the gradual accumulation of legacy hardware and applications. Rather than add on another separate fulfilment silo for its B2B customers, the operator instead chose to revamp its entire sales process, so it could be more agile and competitive.
The solution was to use a CloudSense front-end sales platform, integrated with Salesforce’s customer relationship management (CRM) system, on top of Comptel’s FLOWONE™ Fulfilment platform. This combination allowed the operator to give enterprise customers the same online buying experience as consumers.
An enterprise IT manager, for example, could search the digital and communications service provider’s catalogue, which might include IP-VPN, video conferencing or even hardware, then configure and order everything online. The FLOWONE™ Fulfilment platform supports all service orchestration functions at time of purchase, allowing the customer to self-verify the feasibility of their request (“Can I get fibre Internet service at this address?”), pre-plan delivery (setting installation times and locations), and even reserve physical or logical resources.
The entire service orchestration cycle is now visible to customers. Just as they know when a package from Amazon might arrive at their doorstep, they now know when they can expect their new video conferencing service to be installed.
Now, 90 percent of the operator’s enterprise ordering and service deliveries proceed through this fully automated approach, with absolutely no contact from sales or support staff. The other 10 percent of orders are reserved for projects that require a human touch – such as an office move – but even these projects can be automated in many aspects.
The transformation delivered immediate financial benefits. The IP-VPN service delivery process shrank from 43 to 14 days. Furthermore, the actual order and configuration process only takes a few hours, and most of those 14 days are spent managing subcontractors or physical equipment. It all adds up to 3 million euros in annual OPEX savings for this operator.
That’s the amazing potential of bringing a B2C service experience to the enterprise. To succeed in a new digital era, operators must recognise that customers of all shapes and sizes want the same things: simplicity, customisation, immediacy and convenience. It’s all about B2H in Nexterday.
Get the full story on this operator’s enterprise sales transformation, and learn the simple process improvement that could change your business. Replay our recent webinar, “CSP Enterprise Sales Transformation – Using the Hybrid Cloud to Drive Business.”
Email firstname.lastname@example.org to arrange a meeting with Comptel at Dreamforce 2015, September 14-18, in San Francisco and learn more about our service orchestration solutions.
Posted: July 1st, 2015 | Author: Ari Vänttinen | Filed under: News | Tags: Comptel, customer experience, CXO Study, Operation Nexterday, Vanson Bourne | Comments Off on New Comptel Telco CXO Study: When Consumers Talk, Do Operators Listen?
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?
Our 2015 Telco Executive Survey includes additional insights on operator investments and sales and marketing strategies. Download the full study to learn more.