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The shifting CSPs battleground
Customers are beginning to judge the Artificial Intelligence (AI) can
quality of the products or services they greatly personalize interactions
receive not only against multiple players and, thereby, transform
within that sector but also with respect the customer engagement
to their customer service experiences process. Tools such as decision
from other industries. In other words, management, natural language
customers now expect deeper levels of processing (NLP), text analytics,
personalization, on-demand access and and machine learning can be
quality standards matching those of the used to engage customers more
leaders in any industry. Taking note of deeply in the moment. They
this fact has become increasingly crucial allow organizations to strike the
for operators with expectations evolving right balance between customer
faster than the industry’s ability to meet satisfaction and the overall goals
them. of the business, such as
Capitalizing on digital margins, acquisition targets
subscriptions and top line growth.
As digital disruptors and OTT players
attack traditional communication
revenues, telcos are pursuing The four pillars of customer value
opportunities to climb the digital management
ladder up to the services layer. With a 1. Creating unified identity across the
large customer base, ownership of key digital subscription
infrastructure and strong technology
capabilities, telecom operators are trying Uncovering the anonymity of a customer
to take on the role of digital services is critical to serve them in our digital
providers, often emerging as disruptors world. Hence identity management
to other industries. is an essential component of the
digital marketing ecosystem. In simple
Bundling digital services along with terms, it is the ability to capture,
telecom billing can provide visibility source, integrate, cleanse and link
of subscription, digital usage and data to recognize different consumers.
activities. Studying consumers’ digital CVM solutions need to empower
behavior can further allow CSPs to create the marketers to consolidate online
digital customer-centric products and and offline data sources to support
services such as video streaming, music unique identification of consumers and
subscription, mobile wallets, micro- constantly uncover customer anonymity
insurance and so on, which can help reap by profiling them more accurately and
benefits in the current market context. deeply.
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