Customer-first narratives aren’t new, but they are the expectation. Telecom brands continue to lag when it comes to creating customer-first experiences. The companies with the greatest customer experience and design practices are working from renewed organizational models and have access to the right data and teams to execute.
And the customer is at the center of it all.
One of the goals of smart and predictive design and experiences for telecom companies and customers is to create a world where our devices are connected, and telecoms have the possibility to create this magic. How do you personify the digital experience? Make it meaningful.
There’s a recipe for magical customer experiences that’s embedded in ethical and transparent practices. Today, it’s important that your smart assistants and chatbots have the emotional intelligence of a real person. The data and technology need to mimic real interactions that don’t just get the content aspects right (e.g., “How much was my last bill?”) but also get the sentiment right. There’s a sensitivity behind these predictive experiences that can drive home purposeful and meaningful engagement.
Engaging with customers in an experiential way that creates purpose means that you’re applying a level of intellect to your design. It means that the data you’re relying on from the backend is accurate, allowing you to personalize interactions. There needs to be a shift from personalizing experiences based on an aggregate of data to personalizing experiences to an actual person.
You need the intelligence behind the data. As it stands today, internal boundaries and walls are creating choppy and impersonal experiences for the customer, and the silos have to go.
A look at what going from good to great looks like:
Take into consideration many of the services we use in our lives; we want to set it and forget it. For example, a customer purchases a phone plan and sets up autopay. They’ve accepted that $200 is deducted from their account each month. Occasionally, the customer notices additional charges, like data usage or international call fees.
Rich data sets can address these customer inconveniences by recommending different plans that fit the user behavior realized in the backend within the data. Yet, few organizations across industries have mastered sharing real insight over bare numbers. Data and artificial intelligence (AI) can take these common, frustrating user experiences and help the customer make better-informed choices to save them the fees via upgrades or more comprehensive call plans. There’s actual meaning behind the experience; there’s a tied insight to a message that is serving a particular purpose and the customer can relate to.
Transformation happens every day, not all at once
Being transformational is an evolution, not a one-time thing. Setting up a roadmap now that links the vision back to an operationalized plan—internally and for the customer—is critical. These established frameworks increase shared purpose and accountability, and best of all, they authentically create an experience for the customer that’s based on data and human design.
Your challenge is to be so good at data-driven predictive experiences that customers forget you’re their telecom provider and instead think of you as the brand that easily brings their connected ecosystems to life (as a critical and welcome extension to their lives).