Adopting a multi-channel contact center strategy is essential for MNOs to improve customer experience and boost competitiveness

By Sizo Nkosi, Head of Partnerships for MNOs at Infobip

Today, most customer-facing businesses have recognized the need to digitally transform and adopt customer engagement solutions that will improve customer experience as well as market competitiveness, and mobile network operators (ORM) are no different in this sense. ,.

MNOs are no stranger to fierce competition, having had to up their game over the years as they faced increasing competition from over-the-top (OTT) providers. Digital transformation then proved, as now, an effective upgrade mechanism, allowing companies to be more agile and in tune with communication habits and customer expectations.

However, digitization processes that require a 360° view of a customer are often complex for MNOs that typically operate with disparate departments, each handling large numbers of subscribers. There is usually no unified communications tool that alerts the telco which departments are talking to a particular customer on a particular topic at a particular time. But indeed, this is the kind of information a customer now expects suppliers to have about him.

Operators are aware of the gaps that a siled approach creates in terms of customer experience and are increasingly looking to deploy the right communication solutions that will add a level of automation with transparency that would help improve the entire customer journey. At the same time, it would reduce churn rates for better customer retention, giving them a competitive edge.

Build your reputation

Digitization improves internal MNO processes and customer satisfaction, as it helps companies better meet the communication needs of end users, it’s a simple equation that is quickly becoming a necessity for organizations. At the same time, a successful customer engagement strategy becomes a reputation factor for the ORM.

Operators are communications infrastructure providers who want to be seen as driving cutting-edge innovation by providing a layer of solutions on top of their infrastructure, rather than just being connectivity providers. Thus, operators are increasingly seeking to become agile and in tune with the latest market and technological developments.

MNOs should focus on deploying multi-channel customer engagement tools in their contact centers that address improving four business pillars:

Increase Net Promoter Score, which measures customer experience and predicts business growth.

Reduce costs and improve efficiency by reducing the costs of running a contact center and introducing automation.

Increase revenue growth by increasing customer satisfaction, which will result in increased average revenue per user (ARPU).

Increase employee net promoter score by improving communication management between customer and service agent, thereby increasing staff morale.

What customers expect

For network operators, stepping up their digitization and customer experience efforts to increase their competitiveness is all about delivering the experience and journey that customers expect. On the one hand, cloud-based communication channels can reduce contact center overhead by optimizing internal resources and generating revenue through subscriber acquisition. On the other hand, these technologies meet the needs of the subscriber by meeting his expectations of commitment.

However, most MNOs are not geared towards developing and implementing these solutions themselves. Consulting an appropriate technology partner is therefore essential to adopting a multi-channel contact center communication platform.

Most importantly, a provider must be able to help simplify the network operator ecosystem, and this is best done through an omnichannel communication approach that can be supported on a single platform. It is also essential that the technology provider can guarantee an individualized configuration of the solution so that it meets the requirements of the specific operator. A one-size-fits-all strategy rarely works when the goal is to implement a solution that will enable a customer-centric approach.

The right technology mix

From a technology perspective, a suitable partner should be able to provide the right mix of channels and tools. For example, if a particular chat application is the most used communication channel in a given country, make sure the vendor can provide it as part of their solution.

But while there are many technology options to manage communications with customers and to improve engagement between the telecom operator and the subscriber throughout their lifecycle with the business, technology should not be the only consideration.

A huge differentiator when choosing a technology provider is their track record and reputation. While a newcomer to the market may claim to have extensive capabilities, it may turn out that this is not the case. It’s always worth consulting with past customers of a solution provider to realistically assess what offers they can offer.

Ultimately, whether you are an MNO or any other business, you should consider forging a long-term partnership that will guide your digital transformation journey and shape your customer engagement strategy to improve customer experience and gain advantage. competitive.