drive customer stickiness and advocacy

Customer engagement is the procedure of improving customer interactions with a business at different touchpoints – research, pre-sales, onboarding, usage, support, and so forth.


As the revenues from traditional voice and messaging avenues continue to shrink, and over-the-top media services like Skype, Facebook, Netflix, Amazon, and others eat away at the principal offerings, telecom operators must prioritize their investments in customer engagement and experience strategies.

This is imperative to drive customer stickiness and advocacy.

Data from an Ericsson survey reveals:

An average smartphone customer requires 4.1 days, and 2.2 attempts to complete an interaction with a telco.
A one-day delay in achieving an action turns into a 30% decrease in customer satisfaction
Only a third of customers think that their telecom operator understands their needs as a customer
46% of customers believe that their provider is hiding behind ‘bad’ technology, such as canned responses, impersonal contact forms, and do-not-reply emails.

As telecom operators continue to battle for customer loyalty, a key strategy to help them differentiate is offering subscribers consistent experiences across different touchpoints and interaction channels.While operators need to have the right people and processes to help shape customers’ experiences, it’s also necessary to have the right technologies in place. Together, the people, processes, and tools will deliver a foundation for providing consistent experiences to customers across various channels cost-effectively.It also needs to be said that while focusing on measures that reduce customer effort seems the right thing to do, this alone will not take telecom operators to the next level of customer experience. There are two reasons:

They get caught up in fixing existing business models to solve the issues of today’s customers. This restricts them from structurally reinventing themselves to meet the future expectations of customers.
They are tackling only one driver (that is, customer effort) of customer experience.

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