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Study: Telcos May Be Their Own Worst Enemies

April 26, 2016





It seems almost redundant to express it, but customers want a ‘personalized’ online service when they reach out to telcos, but a recent study shows they’re not getting it.

A new report from omnichannel technology provider Now Interact and reported by CXO Today highlighted the disappointing findings.

“Digital transformation is at the top of the agenda for the telecoms industry,” said Magnus Astrom, CEO and founder of Now Interact, “but the reality is that the majority of brands say the right buzzwords but aren’t in fact transforming their outward service offering to customers.”

It’s a big problem that will only get bigger unless those with the power to do so start effecting immediate changes.

“Satisfaction with telcos is consistently low. Ignoring this essential area, primed for change, is standing in the way of the success of any digital transformation project,” Astrom added.

Now Interact looked at both the customer journey and the contact channels offered to visitors on the websites of 54 leading telecom companies in both Europe and the U.S. They extrapolated their numbers for a larger global implication, and believe there’s a need for telcos across the world to be more innovative

There were three main areas identified where telcos can do better:

Telcos are driving Web traffic to the call center: The study found 39 percent of telcos display a phone number right on their homepage, or 20 percent show the number after just one click. This obviously leads users to call instead of navigating the website, which ends up boosting call center costs.

Despite showing a call center number, only six percent of telcos actually direct a caller to an agent. Instead, users are forced to navigate all over the place, re-entering data they’ve previously entered.

The study also found most telcos are failing to proactively engage online visitors when they DO arrive at a site. Basically, the tools in place aren’t being used correctly.

“In some cases, the research uncovered brands which offer a channel that is permanently offline, leading to a disappointing experience to visitors that prefer this channel,” CXO Today noted. “A mere 12 percent of channels were offered proactively. The telcos with proactive channels have successfully invested in technology that learns from the data collected and tailors the channel offering to visitors on site, said the study.”



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