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Customer Service Influences Business for Communication Service Providers

As lines of business within communication service providers (CSPs) strive to transform legacy services from siloed products to integrated experiences, they should look to the contact center for help in increasing customer adoption. Serving the new demands of hyper-connected customers can be challenging. But ensuring that your customer engagement strategy is developed in partnership with your contact center provider can create the consistency of cross-channel experiences that customers are clamoring for, yet many enterprises struggle to deliver.

Choosing a contact center vendor with a level of expertise that can help you sway customer sentiment in your favor in sustainable ways should be a top priority. Considering that CSPs rank at the bottom of customer experience ratings—a rating that’s persisted for years—if business models are to shift to enable higher profitability and growth, improving customer service delivery can go a long way in helping to smooth this transition.

Providing a superior experience that educates and engages the customer—even when something has gone wrong—is a hefty challenge. Add to that the Omni-channel mandate and the experience your contact center vendor wields in providing service that meets customer preferences becomes an asset worthy of consideration.

Take a look at how your customer has changed. The modern communications customer is more:

  • Exacting: Time-pressed customers want CSPs to get it right the first time
  • Entitled: Self-service options and channel preferences fluctuate based on the type of service needed
  • Distinct: Use cases are more diverse as consumers are faster to adopt new technology
  • Expressive: Customers engage in online dialogues to share opinions, preferences and brand sentiment
  • Connected: The always-on mentality promotes the expectation that customers can purchase and use services from any device, wherever they are
  • Serving the digital customer takes on new dimension when CSPs recognize that customers are not only choosing a provider to meet their personal needs, but also their business needs. Research conducted by Accenture’s Institute for High Performance found that 10 to 20 percent of consumers in developed markets use their own devices and applications for work purposes. This trend ups the ante for the relevance that a CSP must bring to its customers.

Your customers expect to speak with knowledgeable, empowered, and well managed customer service representatives. At the speed of change, this means the vendor you select to provide customer service should also operate with a strong methodology for continuous improvement. The level of expertise that produces the excellence in service delivery that will match seamlessly with customers’ needs and preferences directly proportionate to their experience with putting theory into practice.

Meeting service levels and accommodating fluctuations in demand covers the basics, but what you really want to know is what the vendor you consider selecting has done to raise standards and make a difference for its clients and their customers.

Questions that can help you determine which vendor is the best fit, given the rising importance of the customer experience to driving sustainable growth could include:

  • If we need to ramp capacity quickly for a new product launch, can this vendor make it happen?
  • If we need to relocate our contact center (whether onshore, near-shore or offshore) can this vendor pull it off without a hitch?
  • Given the group of vendors that provide customer service for us, what are the chances this vendor could move into the top slot?
  • How will this vendor blend the service experience with our marketing communications across the channels that our customers use?
  • How has the vendor been able to improve Net Promoter Score for other CSP customers?

To get the answers to these types of questions, probe for real-world use cases around the scenarios that could affect the achievement of your business objectives. A seamless, strategic and collaborative operational approach is often the key to gaining more business and happier customers by raising the bar on service excellence.