Reader Forum: Using location intelligence to create stellar customer relationships

Editor’s Note: Welcome to our weekly Reader Forum section. In an attempt to broaden our interaction with our readers we have created this forum for those with something meaningful to say to the wireless industry. We want to keep this as open as possible, but we maintain some editorial control to keep it free of commercials or attacks. Please send along submissions for this section to our editors at: dmeyer@rcrwireless.com.
For telecommunication companies, effectively managing customer relationships and delivering a critical service depends on understanding where customers are located in relation to the network they depend on. For instance, when bad weather hits resulting in service disruptions, customers need to be informed of the latest developments and when service is likely to be restored. And pinpointing their location, especially in times of crisis, can mean the difference between superior and poor customer communication management.
Fortunately, location intelligence technology is more advanced than ever before. With the right tools, telecom companies can map out the problems in their network and clearly identify which customers have been affected. They can also use other data such as points of interest and demographic information to prioritize higher risk or critical facilities or populations. However, this onslaught of location data and the prospect of sifting through complex data sets can seem incredibly daunting and time consuming.
What if this process could be simplified? What if telecom operators could decrease the time it takes to digest this information and respond to customer needs faster? With advanced geographic information systems and location intelligence solutions, there are several ways that companies can use efficient and targeted communication to improve customer service in good times and bad.
Make data insights more accessible
Across all industries, mapping software allows the entire enterprise – not just groups of data scientists or CIOs – the opportunity to understand and act on large sets of data. These visualized data sets are presented in an engaging and comprehensive manner so that the information can be processed quickly and efficiently. There’s no longer the need to update, publish and reproduce paper maps – time that could be spent on more important tasks. The best part? Users don’t have to go through a third party. They can use this technology themselves, making the decision-making process more informed and time-sensitive. All of these elements together make for more accurate predictions and faster communication.
Provide real-time customer updates
With easy-to-use Web mapping applications, organizations can enable employees to publish maps and share analysis across the enterprise and even customers. Telecom providers, for example, need the ability to quickly create and share maps externally to their customers in the event of an outage. Let’s say that a bad storm has hit causing spotty cable and Internet service for a specific area of a provider’s customer base. Customers are able to get answers to common questions simply by viewing a map – How widespread is the outage? How long will it last? Customers aren’t left waiting in the dark and internally, telecom operators are able to reduce repetitive processes and quickly give their customers access to the information they want. They are also able to focus the response where the need is greatest for the impacted community.
Develop targeted marketing campaigns
Telecom operators can use mapping technology to send relevant, location-based offers and promotions to customers looking to do business. A lot of consumers use smartphones, many of which are equipped with a GPS or mapping software. Operators can use this information to segment geographic markets and tailor their messages to a specific region. For example, is there an opportunity to reduce churn or secure new customers in areas where there might be great network coverage but low market penetration? Based on the people who live and work in that area, what would be the right offer? Location intelligence and GIS can help organizations answer these kinds of questions.
According to the 2014 American Customer Satisfaction Index Telecommunications and Information Report, wireless service providers received an ACSI score of 72, which has remained stagnant since last year. Customer satisfaction for internet service providers slid to an ACSI score of 63, down from 65 in 2013. In order to improve their scores, telecom operators have to focus on savvy and thoughtful communication management and implementing cutting-edge technology. Thankfully, advancements in location intelligence enable telcos to communicate with customers more efficiently through real-time updates and targeted campaigns. This means making all network and customer-related information accessible. The key is enabling all relevant stakeholders to interact with the information they need in an actionable way. That might be a GIS system, a business intelligence system or a customer-facing mobile application.