Ahead of the CEM in Telecoms Global Summit 2020, CX Network caught up with Rolf Adamson, the Senior Vice President of YouSee to discuss empowering frontline staff and building strong business processes to enhance your CX strategies. In order for telecoms companies to provide a memorable customer experience, changes are needed in both the organisation's underlying customer processes and the way employees work on the frontline. Focusing too much on the front-end experience without building strong back-end processes to support this, means that the customer experience is unlikely to be consistent and sustainable. This blog outlines the main catalysts in differentiating between customer experience and customer service, which is critical for the telecoms sector to understand.

Beyond the Frontline

Tackling Customer Experience at the Heart of your Organisation

Empowerment of staff comes from an awareness of what creates a good customer experience, rather than leaving the task of delivery entirely on the shoulders of the customer service agent. Adamson comments that “there is no need to strike a balance between empowering your front of line staff and building strong business processes behind this, as the two areas supplement each other”.

Capturing the voice of the customer at the front end and building this into business processes is the foundation from which the agent is enabled to give a superior customer experience. “If the agent is aware of what drives a good business experience, this is what we build into the business process” explains Adamson.

Bridging the gap between staff Empowerment and Customer Experience is a critical topic being covered at CEM In Telecoms 2020

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Technological Development

Various technologies can be used to help support the frontline staff to more easily communicate with customers, and digital tools such as Artificial Intelligence can segment and personalise each customer experience. Adamson says that “we use speech analytics and coupled with AI, as ultimately we want to understand what’s going on from a CX quality perspective”. New technologies such as these also build an understanding of customer treatment at every touchpoint, explore which customer segment will be affected by changes and connect information about issues proactively towards the applicable customers. This not only equips frontline staff with the information needed to solve any immediate customer issues, but helps build a wealth of internal knowledge for other functions looking at the longer term customer experience journey.

Is this problem specific to Telecoms?

The need to provide a strong customer experience management strategy is certainly not specific to telecoms. If a customer has an issue with a product or service, they will usually want to contact their provider, whether this is their bank, insurer, a retailer or telecoms provider. However, Adamson explains that “what we’re faced with in the telco industry is something quite specific in that fault handling and invoicing are everyday procedures and the majority of contact that we have with customers is regarding these two topics”. Therefore, situations often arise where continue reading

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