COVID-19 has changed everything - that means telcos must change everything too. Faced with evolving consumer preferences, new retail pressures, and the need to quickly expand their digital presence, telcos must go back to the drawing board and re-imagine their channel strategy.
Exceeding customer expectations is what provides the wow factor. While digitally-born companies have established that standard, they’ve made it all the more difficult for Telco’s to match, let alone exceed it. But the strategic question for Telco’s continues to be ‘what’s the next growth engine?’ Diversifying the Telco value proposition beyond voice and data services is essential, but understanding where to diversify and how to deliver value in typically unfamiliar territory is informed by what customers want. A good understanding of customer needs guides us on choosing the big bets; and a good understanding of their expectations maximises the chances of success.