Omnichannel worked well for telecoms seeking to enhance customer experience, but it has its limitations. A new approach sees operators beginning to embrace the channel-less approach, blending communication channels seamlessly so that customers get the best out their journey without even thinking about whether to pick up the phone or click on social media.
Telcos are facing a major challenge: today’s “always on” customers are demanding more, and they want it faster. OTTs such as Amazon are in prime position to meet these demands, but that doesn’t mean that CSPs can’t re-imagine the game and transform into winning digital service providers
It should already be obvious to anyone involved in telecommunications that digitization has radically altered the relationship between CSPs and their customers. In order to adapt successfully to the new, customer-centric reality, telcos must examine and re-invent their approach to BSS.
Digitization and globalization mean that telcos are facing ever greater challenges in meeting the demands of clients in different parts of the world. Virtualization and automation can help them meet those challenges – if they have the right unification solution in place.
Customers who have a good experience come back. Those who don’t, leave. It’s hardly rocket science, but it is only recently that telecom operators have begun to focus on how they can manage customer journeys to create exactly the right kind of experience.
Partnerships with OTT players give telecom operators great scope for attracting and retaining customers, but they also require complex charging and billing models. These are the three key areas that must be addressed in order to ensure the smooth flow of payments between operator, OTT and end customer.
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