CRM benefits from a positive and consistent experience
One way in which mobile operators can bolster their customer relationship management operations is by unifying access to data and analytics across the organization.
In a recent RCR Wireless News report on CRM, this breaking down of silos across customer touch points was noted as one way mobile operators look to benefit from processes already put in place by more narrowly focused over-the-top providers and Web-based telecommunications companies.
Yossi Zohar, marketing and product management executive at Amdocs, noted that traditional telecom providers are often burdened with legacy systems that when integrated into new platforms often lead to increased complexity if not handled correctly. This leads to inconsistent CRM interactions with consumers that can in turn lead to greater chances for churn.
“Consistency remains a challenge,” Zohar explained. “What operators should do is work to ensure that all of its touch points are looking at the single version of the truth. These are typically all siloed areas that are not being tapped into across the organization.”
Zohar added that this inconsistent approach often results in a lack of real-time sharing of information across an organization, which can lead to customers moving through various, and increasingly expensive, channels in order to get to an answer that should have been handled in the first point of contact.
“Customers may freak out following an online interaction and then place a call into a call center,” Zohar said. “This results in an $8 interaction on top of whatever it cost for the carrier to handle the online interaction.”
Zohar noted that research has found customers don’t like to place calls into call centers to begin with, which results in an expensive call for the carrier that the customer did not want to make in the first place. As a result, customers will more than likely not have a positive experience with that call center interaction as they went into that session already negative on the experience.
“There are just too many steps involved, so when they have to call that is a bad session to begin with and is hard to make positive,” Zohar said.
For more on the CRM topic please check out our feature report “Customer Relationship Management: Predicting Subscriber Health” and our accompanying webinar on the topic.
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