It’s clear that telecom customers are not satisfied with their digital experiences. Fueled by their voracious appetite for digital content, ubiquitous connectivity, and an expanded array of communication services, telecommunications operators have been trying to aggressively drive technological innovation. According to a 2015 A.T. Kearney survey, more than 60% of the operators interviewed have implemented at least two transformation programs within the past three years.
However, the customer experience has not evolved at the same rate. Communication Service Providers consistently perform poorly in the Forrester Customer Experience Index ranking in the bottom quartile. In the US, the American Customer Satisfaction Index reveals that consumer satisfaction with services providers has deteriorated to the lowest level in years. This is costing Telco millions.
There is a telecom-customer gulf that has to be eliminated. Operators are delivering an increasing number of services across an even broader range of consumption models (inc base, overages, OTT, one-time events). Meanwhile, customers demand more meaningful, relevant experiences across a broad array of screens and devices. And according to Temkin Group, even a modest improvement in customer experience generates $370 million on average over three years for a $1 billion business.
To help companies respond to these dynamic market conditions and demanding customers, Adobe and telecom software and services provider Amdocs are teaming up to help telecoms deliver personalized experiences for all of their customers across devices. 15 marketing-related industry analyst reports have recognized Adobe in a leadership position, and Adobe Marketing Cloud powers 41 trillion transactions annually for major brands including telecom. Amdocs is the leader in customer experience solutions and services for the communications industry, trusted by the world’s largest service providers in over 90 countries, and with an unparalleled track record of delivery success.
By combining Amdocs’ digital commerce and care solutions with Adobe Marketing Cloud, telecoms can transform engagement and deliver personalized content like product recommendations and relevant offers to their customers across the web and mobile devices.
Personalizing for an Omnichannel World
We live in an always-on, digital world and expect to seamlessly communicate and consume media experiences across every digital device. It is imperative to not only deliver services across these touch points, but to provide rich access to account services… and never miss an opportunity to market relevant new offerings.
This growing number of touch points coupled with the proliferation of services has resulted in an ever-increasing range of offer permutations. Rules-driven marketing approaches are not able to address the growing complexity of these services and the dynamic needs of today’s consumers. Effectively responding requires a data-driven approach with a real-time understanding of where customers are in their current contract cycles, how their behaviors are evolving, and the ability to respond to real-time demand triggers with highly personalized and relevant services. Automated personalization is used to continuously optimize and refine the experience responding to real time conditions and changing shopper needs. Business users are able to author and manage these adaptive experiences without IT and have access to Amdocs powerful business capabilities such as a single catalog-based commerce platform to serve any and all services, from traditional to digital services including multiplay, entertainment and content, visual merchandising tools and a telco-ready promotions engine combined with telco-defined process flows for commerce and care transactions.
Disrupt or be disrupted
Just creating a great omnichannel experience is not enough to win in the hypercompetitive communication service provider market. As consumption patterns evolve and customers demand access to an expanded range of services and devices, communication service providers must continuously evolve their offerings. At the same time, operators must fight off a continuous onslaught of disruptive entrants providing substitute services at lower costs. By empowering line-of-business users with deep insights and experience creation tools, business users can anticipate and react quickly to market shifts and new opportunities.
To learn more, join us at the Mobile World Congress or contact Adobe to understand how we can help innovate your customer experience.