Telecoms providers are behind the CX curve and their client churn rates stand as proof. Placing a clear focus on CX and putting the customer at the centre of the organisation is steadily becoming a hallmark of telecoms strategy, with many telecoms providers aiming to improve their customer experiences to aid customer retention.

Telecoms CEM Trends 2020

Investment trends: CEM in Telecoms 


From the findings, we can see that customer journey-mapping is the highest spend priority with 60 per cent of panel lists. This signals an exciting change in direction in comparison to last year’s report, which didn’t see customer journey mapping appear in the top 10 buying patterns. Perhaps these experts are looking to sharpen their existing customer journey maps so they have a more accurate understanding of their customers. This is a wise move, as mentioned in Gartner’s 2019 Customer Experience Innovation Survey, a strong signal of growing CX maturity is a greater focus on investing in technologies that build customer understanding and lead to more successful and relevant interactions.


A continuing spend priority we see from our previous report is a push towards improving the digital customer experience, with 50 per cent of panellists choosing this as one of their top-three spend priorities. The general need for increasingly digital experiences is highlighted by the near ubiquitous reliance on smartphones and the surging number of e-commerce solutions.

In last year’s report, digital customer experience was the top trending area. This remains one of the highest priorities for telecoms, as they seek to engage customers with digital channels and website interactions, to better understand buying behaviors. 


Omnichannel and NPS is also high on the agenda as a buying intention, with 30 per cent of panellists choosing both as a top three priority. Omnichannel still remains a top investment priority among our behavior, especially as omnichannel customers are known to spend more than single-channel customers. Telecoms companies are hoping to mesh with the current generation of digital and technologically savvy customers, and in turn should offer a range of mature and flexible integrated solutions, such as live messaging apps and knowledge banks that reduce friction and cultivate fast resolution times. 

How billing can impact customer experience

The billing experience can have a major impact on your organisation. The bill is a momentous touch-point for customers, but it is also an area of huge confusion and frustration. For example, your terms of agreement state that you will be charged $45 for a service, but the bill in fact contains a breakdown of the individual payments but not the final agreed amount.

Failing to be clear causes customers to call in and this places a burden on operating costs as agents have to spend time on tracking down the required information. To prevent these points of friction, the solution is clearer billing strategies that are proactive.

Channel integration plans

Channel integration efforts featured in the top five spend priorities – a trend that has continued from last year’s report. Channel integration offers new opportunities for telecoms organisations to capture customers through the new channels at their disposal, but one of the key challenges in this area is maintaining a consistent customer experience across all channels.

Telecoms is reacting to this new reality where customers expect to be able to interact with organisations in a multitude of ways. The last time we asked our telecoms panel for an update on their current stage with contact channel integration, with 62 per cent stating that they have a have a multi-channel model in place, while 15 per cent stated they have an omni-channel model in place.

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