Today’s post originally ran on Wireless Week.
Against the technical backdrop of increasing expectations for always-on internet and mobile services, many carriers are struggling on the frontend with customer experience. All the interactions — in-store, chatbot, email, phone, text, website, app, messenger service, Facebook — must be unified and personalized. Nearly seven out of 10 carriers believe this will be the single most important factor in customer loyalty, according to the CMO Council and the Open Roads Community.
Carriers have traditionally grown through acquisition, so they run on legacy systems focused on a particular set of products. They might have a system for a customer’s cell service account, another one for their internet account, and yet another for their TV service. These de-facto silos also mean there could be three “versions” of the same customer in three different systems.
It gets even more complicated when customer interaction systems are siloed by sales channel in addition to product line. Existing and potential customers might receive different offers for the same products across different channels. In-store customer service reps might not have access to all of the products a customer has with the company. Customers don’t understand …read more