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assessment for their websites, as these correlating our DXi findings with insights
have historically been the primary self- from Analysys Mason’s Connected
service channels, and as such, operators Consumer Survey, to highlight how a rich
have enabled them with advanced digital experience can support operators’
engagement capabilities. However, business objectives. For example,
customer service features, such as live our preliminary findings suggest that
chat agents, were used by only a few consumers’ intention to churn decreases
operators despite their ability to reduce with an increase in operators’ digital
customer effort and improve customer experience maturity. We plan to continue
experience. publishing reports as new insights are
Most operators scored highly in our DXi generated.
assessment for their websites, as these We are currently working on assessing
have historically been the primary self- operators’ digital experience maturity
service channels, and as such, operators in other regions of the world. All of
have enabled them with advanced our findings from this research will
engagement capabilities. However, be published in the Digital Experience
customer service features, such as live
chat agents, were used by only a few program
operators despite their ability to reduce
customer effort and improve customer
experience. Operators need to adopt
The successful use of virtual assistants a ‘digital - first’ strategy as
and chatbots is another capability that consumers are increasingly
can truly differentiate an operators’ using digital touchpoints for
digital experience. Our DXi research customer engagement. This
indicates that nearly two thirds of is no longer restricted to a
operators in the APAC region are
experimenting with virtual assistants, specific demographic, but is
with most focusing on customer service. widespread, as reflected by
Telkomsel in Indonesia was the only the increase in smartphone
operator in our study that had addressed handset penetration
all the three capabilities of interest worldwide. However, most
(customer service, sales and marketing) operators lack clarity on the
with their virtual assistant ‘Veronika’. functional capabilities and
Our digital experience research characteristics that they
is ongoing must enable on their
In addition to undertaking studies on digital channels.
digital experience maturity, we are also
INSIGHTZ - VOLUME 03, 2018 29
