How the Telecom Industry Can Solve Its CX Problems

There’s a reputation problem facing the future of the telecom industry. 

Research shows that telecommunications companies consistently receive lower customer experience (CX) scores than any other industry. That’s partly because people tend to have much higher customer experience standards for telecoms than they might have for other businesses. But it’s also because many telecoms simply aren’t listening to their customers. And as the streaming war heats up and spurs major changes in the telecom industry, businesses can no longer afford to ignore their customers. 

Here are a few tips brands can use to improve the customer experience and ultimately customer retention in the telecom industry

Anticipate Common Problems Before They Occur

It doesn’t have to be a guessing game when it comes to understanding customer needs and problems. Common issues often plague telecom users, especially as they reach certain milestones along the customer journey. 

For example, our research shows that customers are less likely to recommend internet, mobile, or television services around the one-year mark with a provider. Respondents report common frustrations around staff ability, efficiency, and helpfulness, as well as issues with bill clarity and ease of payment. 

Given that this problem is by no means rare, telecom providers should be proactive and engage existing customers before they reach this milestone. Check in with customers about their points of concern and educate them to avoid any confusion that may create bigger problems down the line. 

Approach Efforts to Automate Wisely

Automation in the telecom industry has changed the game for many companies through the use of AI-enabled chatbots. AI can ease the burden on swamped customer service reps and provide more convenient options for customers to engage with businesses. But no matter how helpful this technology can be, it can never fully replace human interaction.

Poor customer service is a top contributing factor to user dissatisfaction. As a result, telecom companies must review all problems that occur and make sure their chatbots are not used at the wrong times and making issues worse. Every customer resolution strategy should blend automation options with the possibility of intervention by a human customer service rep. This should be a seamless process; that way, if problems are escalated from bots then service reps have all the data and information needed to avoid wasting customer time. 

Engage Customers on Their Own Terms 

It’s hard to understand all of the unique problems your customers face if they can’t easily provide insightful feedback. And given that customer needs and preferences vary, one size does not fit all when it comes to the options for soliciting this feedback. Customers should be able to choose from a diverse range of channels to solve their problems in the ways that are easiest and most productive for them. 

Give customers opportunities to engage via interactive methods—through voice, video, image, and more—beyond just the standard survey. This provides more meaningful and insightful data with details that matter so you can easily improve your CX. Regardless of how your customers choose to engage, make sure their transition from survey to video chat or phone call with a rep is seamless and consistent. 

There are no guarantees in the future of telecom. But your survival in an increasingly competitive space depends on your ability to step in the shoes of your customers and understand their needs and issues. If you can harness the voice of the customer to improve your customer experience, you’re already ahead. 

For more information, download our “CX in the Telecom Industry eBook today. 

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