Wednesday, 1 October 2014

CRM strategy to create a winning customer experience: A telco can gain real time feedback and deliver tailored offers to customers by empowering customers through self-help apps

Customer service is re-emerging as the core business strategy to create a winning customer experience. Great service needs to be consistent across all mobile devices, as well as social and digital media channels. It also needs to be personalized and consistent with marketing efforts by helping in retention and growth through enhanced customer experience and engagement. It also explains the current market scenarios and challenges that need to be addressed in order to place a successful strategy for customer relationship management (CRM) in place.

 Self Service applications allow customers to manage their mobile account transactions real time from their individual phones. Customers can even raise their own trouble ticket or request and provide MNOs with real time customer feedback. A study estimates that 80 percent of calls to call centers are related to simple queries.  By empowering customers through such self-help apps benefits the customers and helps the operator to reduce customer care cost. It also holds the potential for an augmented customer engagement, provided it is a personalized and secure interaction. By developing a rich interaction suite through the mobile self-service app, a telco can gain real time feedback and deliver tailored offers to customers. Talking about the customers, with a well integrated self service app they can resolve their issues within one session without having to wait for a 24 hour process time line.

Africa, Asia and Latin America emerged as the untapped markets for such apps. In such growing economies, MNOs can deepen relationship with customers by providing them a tool like self-service apps. In a fiercely competitive market, low engagement level contributes to high customer churn.

 Self-service apps provide MNOs a branded presence on the customer’s device, and a channel to have a continuous personalized dialog with customers. A positive customer experience via a self-service app generates repeat usage, loyalty and advocacy.

In terms of creating new application, the problem especially arises in mobile first economies where mobile device models are attached to pre- and postpaid contracts on 2G and 3G networks which make it difficult for developing and embedding self service apps on handsets. On the other hand, emerging economies which have poor literacy rates present a challenge in adoption of adoption of such apps. Here, it is important to create a simple intuitive user interface (UI) with one touch options and minimum number of menus and click through pages. MNOs will have to find ways to overcome such issues in order to create opportunities for advanced and rich interactions.

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