The ACSI Telecommunication and Information Report paints a bleak picture of customer satisfaction across all standard offerings in the telecom industry, with especially low customer satisfaction (CSAT) or net promoter score (NPS) for their call centers and websites.
Analysts have identified critical issues contributing to the customer dissatisfaction and the best tactics to solve them, which we have included with our own view of best practices in our free white paper, Three Improvements that Drive Customer Satisfaction in the Telco Industry.
Bain & Co., for example, maintains that telcos are offering cut-rate services to customers at the moment they’re threatening to change carriers, rather than seeing that it’s a series of mistakes along the entire customer journey that degrades the loyalty of the customer. Bain calls these “bribes…[that are] ineffective and costly over the longer term.”
Genesys finds that full visibility of a customer’s interactions can provide efficiencies and improved customer satisfaction at each step. For example, every telco has multiple stakeholders interacting with the same account. A customer might call into the contact center to resolve an issue which then results in a field service dispatch; the customer may receive a call from an inside sales rep trying to sell a new product, while the marketing department handles social media responses from the customer who Tweets about the call. Critical to maintaining high customer satisfaction is capturing and sharing crucial intelligence across numerous customer touchpoints so the customer feels heard, and is able to interact with the telco while expending the least energy. A business that is easy to work all along the customer journey with is a business with high customer loyalty.
While telcos, like most companies, strive to listen to the ‘voice of the customer’ it’s much easier said than done. Traditional analytics in contact centers typically run a random sample of approximately 2% of all calls, Genesys finds, and that’s hardly enough to drive actionable business decisions. After-the-event surveys are slow and sporadic.
Yet Bain & Co. finds that the rewards of effective analysis are significant. “Verbatim customer comments… produce a catalog of defects by type and frequency. The company can then take action to improve the experience, which helps to turn customers into promoters who don’t want to leave for a competitor.”
For more insights into the battle to improve customer satisfaction rankings, download the white paper, Three Improvements that Drive Customer Satisfaction in the Telco Industry.