Customer experience is particularly important in the telecom industry. Put simply, telecoms have to care about it, otherwise they risk customers switching allegiance to one of many competitors who promise a better experience. Give customers even just one bad experience, and, according to PWC, one in three say they’ll walk away from a brand. But get it right, and you’ll develop long-lasting, profitable customer relationships. That’s why delivering great customer experiences on mobile, that provide support, value, and a human touch, should be your number one priority in your digital transformation strategy.
But the reality is that technologies and consumer habits have changed in recent years, and as a result so have the strategies and perspectives required to implement great customer experiences. Today’s customers want something better.
Here are a few examples of how old perspectives are shifting to reflect new standards for the perfect telecom subscriber experience, all with the help of real-time behavioral data.
Blast Campaigns > Hyper Targeted Campaigns
Blast campaigns, or sending the same impersonal message to all your recipients at the same time, are simply no longer good enough. These campaigns aren’t relevant to the vast majority of your customers, and will train them to ignore your messages.
Instead, use the virtually unlimited data you collect to hyper target campaigns that are personalized and relevant, and will deliver the bespoke customer experiences your customers desire. For example, deliver an upgrade offer for the latest iPhone only to people who are eligible for an upgrade, and are Apple device users.
Linear Journeys > Behavioral Journeys
Thinking of customer journeys as predictable, linear paths is also unrealistic. This thinking has the potential to create friction-filled customer experiences, and a multitude of missed opportunities.
The beauty of behavioral journeys, on the other hand, is that new brand experiences are automatically triggered and delivered by Swrve in real time. These experiences are based on a wide variety of individual customer behaviors. This means that you are there to support the customer when they need you, and anticipate relevant interactions along unpredictable journeys that linear journeys simply cannot do. So instead of forcing a feature discovery message to everyone about your brand’s ‘auto-top-up’ feature, wait until they have run out of credit twice, and then trigger that message. This makes for a much more dynamic, valuable customer experience.
Self-Serving > Empathetic
With relentless advertising on screens at every airport, in every shop window, and bus stop, the last thing we want is to feel coerced into taking an action through the most personal device of all: our phones. Instead be empathetic. Acknowledge and respect the scarcity of your customers’ time and attention. Deliver relevant messages that provide support and value to inspire real trust and satisfaction.
But customer experience on mobile obviously goes far beyond messaging. Deliver a better customer experience by removing any friction from the user experience. Start by analyzing where bottlenecks occur, and focus on enabling your customers to do what they want or have to do in as short a time as possible. Use native design to your advantage, and stop thinking in terms of desktop experiences. For example, you should remove requirements for typing wherever possible. If something can be completed with the tap of thumb, this will save your customers time. Use Swrve to A/B test these different flows. Not only will you see higher conversions, but you’ll also see shorter session times, meaning your customers can happily get on with the rest of their days.
To find out more about how Swrve helps telecoms like Digicel, Three, and Telefonica enhance their customer experiences on mobile, please get in touch for a demo.