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Telecoms reinvention-optimising the online customer experience February 2010 As networks, devices and media converge, telecoms companies have increasingly complex catalogues of products and services on offer to customers who are, in turn, becoming more aware that they can easily switch to other providers. However , the sales process is complicated by a plethora of options , influences from new media, Web 2.0 and social networking, as well as completely different methods of communication and transacting. Telecoms companies need to find ways to efficiently, effectively and consistently engage with customers to optimise their whole experience and capitalise on these other influences rather than lose out to them.
Rob Bamforth Clive Longbottom Quocirca Ltd Quocirca Ltd Tel : +44 7802 175796 Tel: +44 118 9483360 Email: Email: rob.bamforth@quocirca.com clive.longbottom@quocirca.com An independent report by Quocirca Ltd. www.quocirca.com Commissioned by ATG © Quocirca 2010 Telecoms reinvention-optimising the online customer experience February 2010 1. The industry challenge 2. Evolution of commerce Connectivity itself has become a commodity, so Commerce may have started as a simple transaction-telecoms companies (telcos) can no longer rely on offering goods, agreeing on a price and then traditional business models, channels or services as exchanging money for the goods-but there have long sources of revenue. They still own a critical billing been other elements at play. As any given market relationship with their customers, but need to be matures, the importance of these other factors rise. flexible and innovative while dealing with more complex support challenges and potentially escalating The vendor has to attract interest from prospects and costs. existing customers through marketing and creating awareness. As the purchaser weighs options and However, businesses and consumers are under comes to a decision there are many factors that will financial pressure, and the telecoms industry needs to influence the decision. After the sale, there will be a invest in network infrastructure, technologies and longer term relationship, supporting the purchaser capacity to meet ever-increasing customer demands through the use of the goods purchased, and the whilst still delivering on shareholder expectations. potential of further sales, continuing the cycle. Telcos face a number of complex dilemmas, including: - Traditional or new services: revenues from voice are falling, and data is typically offered in all-you-can-eat tariffs. Operators must develop broader catalogues and be full service providers. - New entrants or new partners: IT players such as Apple and Google are shifting the revenue share balance of power. Operators need to be flexible, innovative and less internally focussed. - Confusion or range: Large catalogues of products or service offerings help maximise revenues and can be beneficial, but create sales complexity. It is increasingly important for offers to be targeted and personalised. - Product or consumer led: changes to the buyers' behaviour means that customers no longer silently switch or make buying decisions in This cycle is well established, but technology has isolation. Operators need to understand and changed the rules, allowing any aspect of it to be participate in the social network revolution. conducted remotely, and involve more or different - Consistency or channel variety: there are participants. New media offers new marketing multiple forms of customer connection-in-store, opportunities and the street presence has been joined online, by phone, on handset-but the by the internet presence. The channels may have commercial experience transcends them all. evolved, but the goal remains the same-a successful Operators need to make this consistent. sale and a satisfied customer. - Satisfaction or support: keeping customers satisfied is increasingly expensive as devices like Bricks to clicks smartphones and networks become more Physical presence or store locations were traditionally sop... [download for more]
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