So, how to effectively improve customer experience in telco?
- One way of managing telecom customer journeys is through motivation, providing a pathway that prompts the customer to complete the purchase. Comarch demonstrated this during the TM Forum Catalyst project Maximizing Engagement with Predictive Customer Journeys, creating a proof of concept focusing on the early stages of a purchase journey using digital channels to show that a guided shopping journey employing appropriate motivation (through personalized offers) helps keep customers engaged.
- Another method of perfecting the customer journey is to shorten it by satisfying customers so they don’t start from scratch (potentially with a competitor) when their contract expires. They may also become brand advocates and shorten the journey for friends and relatives, for example via referral programs, in which case they must be motivated (with rewards, discounts, or loyalty points).
Both routes rely on improving touchpoints, the digital and physical channels through which the customer experiences the brand. Digital channels allow customers to abandon their journeys more easily, so require special attention, depending on the type of journey. Most service providers will design care journeys to limit customer contact with physical channels, while for commerce journeys some prefer customers to complete purchases online, while others believe in store-based completion. The physical store of the future may combine the best of both worlds, with the next generation point of sale (POS) integrating sales channels so the customer can collect goods ordered online or use self-service kiosks with humans on hand if required.
Using guided customer journeys maps in telco enables operators to personalize their services
 David C. Edelman, Marc Singer, “Competing on Customer Journeys”, Harvard Business Review, 2015/11