Analytics is beginning to transform the communications industry, as service providers seek to better understand performance and their customers, so that they can find opportunities to increase value and boost loyalty. Given there are so many areas to which analytics can be applied, where are the best places to start, in order to secure quick wins and to accelerate transformation?
Well, according to research from the TM Forum, it’s early in the customer journey. There are several tactics that can be enhanced through the use of analytics, but the most enthusiastically supported is the ability to choose the right communications channel to use with customers – from the outset.
That’s an interesting insight. Communications channels have multiplied in recent years, so the idea of a single-channel voice-enabled experience (calling the contact centre) should have long been discarded. But, it seems that for many CSPs that remains the primary means for customer interaction. However, customer behaviour has changed. Today’s consumer (and business) customers expect something rather different – an omnichannel experience.
But, while enabling omnichannel communications is necessary, it’s not sufficient, as it lacks an understanding of context. Where people are, the time of day and the history of how they have inter-acted with service providers all have an impact on the preferred – and most appropriate means of communication, particularly when security and authentication is taken into account.
So, the ability to process data and to make the right decision, in real-time, regarding the form of communication adopted, can confer clear advantages. What’s more, feeding back the results of each touch point to further refine future communications based on machine learning can help refine inter-action further to find the optimum way of communication specific and relevant information, via the channel most likely to yield success.
Data analytics, backed by machine learning, provides the tools to accomplish this. To move from a legacy approach of disconnected channels that are used opportunistically to a coordinated, seamless approach based on real understanding of the best channel to use, when and where is a key step forward that can turn customer dissatisfaction or indifference into real (and lasting) engagement.
All CSPs should be capable of processing data intelligently in this way. However, it seems that many MVNOs are unable to automate the selection of communications channels. That’s because many are stuck on legacy systems and do not have the ability to access business intelligence tools that offer integrated data analytics and machine learning.
MVNOs and CSPs urgently need to change this situation by updating their assets to include analytics platforms that can generate business intelligence – and automate the way in which this is used.
MVNOs need to be able to address and engage their customers, particularly in the early stages of their journey. They need to be able to do so in ways that are relevant to them, based on preferences, states, service consumption and usage, as well as other related data – and through the best and most appropriate channel for each customer.
Digitalk Mobile Cloud allows MVNOs and CSPs to accomplish this. The rich insights and tools it offers enable the creation of a seamless process of engagement, right from the start of the customer journey. It provides a comprehensive package of business intelligence and data analytics tools that enable an MVNO to grow its business and to ensure that it remains relevant to customers, building the long-term relationships and differentiated service experience that are fundamental to sustained success.
 TM Forum Quick Insights Report “Smart Analytics”, 2018