There’s a huge difference between the business landscape of the past and the present. The emergence of advanced technologies drives customers to have a proactive role in the continuous innovation of products and services available in the market. The purchasing method starts to shift from in-store to online. The source of high customer satisfaction also moves from product quality and price to service quality.
Today’s customers value their experience when using a product or service. When they encounter a problem while using it, what they want is for the business to listen, acknowledge, and understand their sentiments. It is no doubt that the power has shifted to customers. Businesses should immediately attend to the queries posted by their customers if they want to keep their relationship intact.
In the telecommunications industry, customer experience is just as important as any businesses that provide direct services to consumers. In an article published in Forbes titled For Today’s Telecoms Companies, Customer Experience Is Just As Important As Download Speeds, the author Leroy G. Blimegger emphasized that customers spend more time on the network if there’s a good experience. “Experience drives demand, which in turn drives revenue.”
However, the same article revealed that according to surveys in various countries, consumers dislike the telecommunications industry the most. This is due to the mindset of telecom operators to devote most of their time on managing their networks than on understanding their customers.
To counter this, telecommunications companies should make a step forward to improve the way people experience their network. Doing so will boost customer satisfaction and loyalty — two of the most important aspects of achieving business success.
But how can telecommunications companies improve their customer service without losing their focus on managing their networks? The answer: outsourcing an internet answering service to a reliable third-party service provider.
The viable option in improving CX
An internet answering service is often the first point of contact between the business and their customers. It is very critical, therefore, to use the right approach so as not to drive customers away.
The internet answering service often offers personalized service for a particular industry. It requires expertise in a certain field to make sure that it operates in highly regulated verticals.
It focuses more on answering questions and concerns using live web chat, email response, and social media which is a crucial element in this technological age. Customers are slowly moving towards the use of social media channels. This means that the number of phone users dwindles. As a matter of fact, Deloitte’s 2017 Global Contact Center Survey showed that from 64 percent, the percentage of contact made via phone will drop to 47 percent in 2019.
The use of social channels, on the other hand, increased as evident on the figures provided by the American Express 2017 Customer Barometer: 35 percent reported reaching out in social channels, up from 17 percent in 2012. Because of its impact on customer service, the given numbers are still expected to rise.
Telecommunications companies that utilize an internet answering service have an edge over their competitors who don’t do the same. Because it is one of the dominant channels today, customers have more chance to deliver their sentiments which results in a better customer experience.
Personalizing internet answering service through segmentation-approach strategy
Customer service is not a one-size-fits-all approach. Using similar strategies will not appeal to all customer group because customers’ value differs.
Using the segmentation-approach strategy, or the process of dividing customer base into different subgroups that have similarities will help telecommunication companies to tailor their approach — resulting in a better customer experience.
This strategy will also open opportunities to make a cross-sell or upsell offer. It will help them match the need of the customer to the product they offer. Thus, maximizing every customer interaction while providing tangible value for the telecommunication company.
Telecommunication companies should better enhance their customer service as the world is shifting into digital. Because more customers would need their service, they should be more sensitive to their needs. All of this will become possible with the help of business answering services.