Top 5 ways telcos can adapt to the virtual cultural shift

 

5th of May 2020

 

 

 

Telecommunications today is more essential than ever. Data and mobility have taken on a pivotal role across sectors like healthcare, education, transportation, smart cities, oil and gas, utilities, and more. Now, there is unprecedented demand on networks with cultural shifts due to the pandemic. Given the unpredictability of the future, and with many companies considering the possibility of permanently adopting remote work, the focus is directed to network contingency plans. One thing is clear: service providers with digitally advanced systems will adapt more easily to this cultural shift. And to enhance their systems, these are the top five factors they need to focus on:

Maintain high-performing and scalable networks

More people around the world are working from home due to lockdowns, and those isolating and in quarantine are spending more time on high-bandwidth streaming services such as Netflix, Youtube, and other entertainment channels, further increasing the network load. To serve this surge in demand and long-term cultural shift, telcos must invest in robust AAA infrastructure that is highly available, scalable, and stateless. Operators facing network challenges can transform AAA seamlessly and virtually, ensuring zero impact on their existing IT systems and integrations.

Automate workflows and processes

As their customers do more from home, telcos should also aim to reduce manual and in-person touchpoints. An advanced digital business support systems (BSS) stack helps automate business processes, including complex and repetitive tasks, freeing up network resources, and minimizing errors. Telcos can create, launch, deliver, and manage communications services entirely through a digital-first customer experience, keeping them ahead of the competition. Operators can introduce innovative plans, bonus policies, cashbacks, and targeted offers on-the-fly as the market evolves. Increased digitalization and personalization keeps customers engaged and loyal to the brand.

Digital transformation facilitates rapid implementation and customization as it possesses the following features:

  • Cloud-native services
  • Open APIs and standardized workflows
  • Automated provisioning, fulfillment, testing, chatbots
  • Microservice architecture

In addition, better internal processes and automated workflows mean higher productivity and efficiency in interacting with customers and vendors, while maintaining high operational excellence.

Deliver a digitally-advanced experience

It is crucial for telcos to adopt a digital-first approach to their business, not only because the majority of young consumers prefer interacting with brands through smartphones or online, but long-term cultural shifts due to the pandemic demand a rapid change to conducting business and serving customers virtually.

For example, customers prefer visual assistance to solve their problems. Vodafone has capitalized on this and uses the power of video to relieve the burden on their call centers that used to receive a staggering 5.2 million calls for technical assistance per year. They are now able to resolve customer issues remotely using AI and AR, helping their agents interpret and visually guide the customer, resulting in faster and more accurate problem resolution.

The main areas of focus for digitalization include:

  • Shift in-store customer experience to a digital channel
  • Reduce physical contact through virtual troubleshooting
  • Automate customer touchpoints to improve customer experience
  • Have IT systems that can support the cultural shift

Provide omnichannel support

With an increasing number of digital channels and a growing focus on customer experience, operators need to adopt an omnichannel strategy to keep pace with the expectations of customers. And its applications are two-fold.

For one, omnichannel engagement options extend a seamless, consistent, and unified shopping experience to customers across all touchpoints, whether they are shopping on the operator’s portal or through an online marketplace, physical stores, product catalogs, social media platforms, or chatbots.

Second, omnichannel self-care plays a significant role in the operator’s customer experience strategy, helping customers to play an active role in managing their accounts. Customers can manage their plans and services, create friends and family groups for special calling rates, and control data usage. The added transparency and increased ability to monitor accounts improves customer satisfaction and helps build trust. Automated and intelligent interactions through the web, mobile, and multiple social media channels further enhance the digital experience and empower customers with:

  • Automated digital onboarding
  • Simplified purchases
  • Automated support
  • Multiple payment modes
  • Swift complaint redressal
  • AGifting options
  • Parental controls

Move to SaaS to relieve IT

With the long-term shift to working virtually, a huge strain is put on a company’s IT infrastructure. SaaS software can relieve a huge burden on the IT infrastructure and ensure connectivity and reliability. One of the top priorities for all service providers must be shifting their infrastructure to the cloud because it lets them focus on digitization opportunities with limited investment. SaaS BSS architecture provides the telco with advanced modules, preconfigured fixed and mobile broadband plans, and 24x7 managed service operations, while a dedicated customer success manager ensures faster return on investment and reduced time-to-market. It also helps with reduced expenditure on hardware, infrastructure, maintenance, and more. The SaaS solution helps operators rapidly transform and adapt their business to modern technology trends that facilitate back-office process automation and digitize customer experience for their staff and subscribers.

Conclusion

To capitalize on cultural shifts and surging demand in data, telecom providers need to concentrate on a digital makeover, either as a complete network overhaul or a phased digital transformation. This includes not just offering better network capabilities but also implementing innovative tools and strategies to enable process automation and enhanced customer experience. Service providers must consider investing in digital technologies to build next-gen offerings and streamline business and IT operations, using SaaS software and agile methodologies to analyze and understand overall market demands, business requirements, customer data, and real-time delivery needs. It’s certain there is opportunity for companies to evolve in these challenging times.

Anand Ramani

Anand Ramani

Director R&D

A senior professional with more than 20 years of experience in the telecom BSS domain, Anand is passionate about adapting newer technologies and building digital products. He heads the company’s R&D activities for core products such as Digital BSS, WiFi, and AAA.