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1、Whats next for customer experience in the telecom industry?Insights from a global consumer study highlight the biggest opportunities.Telco transformedCustomer experience in a transformed worldShopping from the message stream,real-time mobile support,and even personalized videos.How will telcos deliv
2、er on all that potential?And where should they focus their eforts in the coming year?TELCO TRANSFORMED Consumers say they want even moreutility from their mobile phones:2,800global consumers,Sinch examined which digital interactions people find most valuable and how companies can deliver next-genera
3、tion experiences.Surveying overTelcos have an opportunity to drive powerful engagement.Today,driving customer engagment is largely about pushing one-way,one-time promotional messages that convert a small fraction of customers.This may drive incremental gains-but we see opportunity to take it even fu
4、rther.Transforming customer relationshipsTELCO TRANSFORMED:Transforming customer relationships Mobile is a CX supertool:Mobile is not just another channel;its the most personal,immediate place you can reach customers in hand or in pocket.Great customer experience is omnichannel,but in 2021,mobile mu
5、st be the centerpiece.Personalization goes interactive:In 2021,brands need to be building on personalization at the individual subscriber level while embracing new formats and new ways of interacting with customers like letting people shop inside the messaging stream and sending personalized videos
6、and dynamic rich media.Rich media drives even greater interaction:Too often,telcos use messaging to drive customers to the website,forcing them from one ecosystem to another.New rich-media formats empower companies to deliver dynamic,two-way interactions in the messaging stream.These new types of co
7、nversations are faster,frictionless,and highly scalable.Conversational AI moves beyond the chatbot:Many telcos hear“conversational messaging”and think“customer service chatbots,”but its so much more.Conversational AI is a fundamental disruption of how companies interact with customers a way to deepe
8、n relationships by inviting customers into conversations about their needs and desires within the channel of engagement.Two-way conversational design has as much to do with marketing as it does service engagement.While it is a technology play,its fundamentally a shift in thinking from push marketing
9、 to iterative,insight-filled relationships.Business success during and after the pandemic will depend on deepening customer relationships.We believe that means evolving from one-way,push-messaging programs to personalized conversation,enabling the customer to explore,to ask questions,to dig deeper,t
10、o customize the ofer.The moment is now,because technology has evolved to make this transformation possible.Messaging is a CX supertool a place for deep,interactive customer TELCO TRANSFORMED:Transforming customer relationships Embracing conversational messaging requires a cultural shift in how brand
11、s interact with customers,says Matt Ramerman,President of Sinch for Marketing.“The evolution we as marketers need to take is to stop talking at our customers and invite them to have a dialogue,”he explains.“By initiating a two-way dialogue,we will sell more products,drive down acquisition costs,and
12、have much more satisfied customers because we are listening and treating them as individuals.”Under this model,positive experiences are not merely the collection of discrete interactions but an accumulation of knowledge about a customer that empowers telcos to serve up the right solutions.Rather tha
13、n embracing short-term thinking(e.g.,How can we get the maximum number of customers to sign up for this promotion?),conversational marketing assumes the customer wants to learn more or receive a customized ofer.Embracing conversational messaging requires a cultural shift in how brands interact with
14、customers.Mobile messaging:the CX supertoolGood news:Your customers are ready for conversational messaging.Our research shows that people around the globe say these new ways of interacting on mobile are valuable and they are ready to embrace TELCO TRANSFORMED:Mobile messaging:The CX SupertoolThe Sin
15、ch study,Customer experience in a transformed world,explores which mobile formats and features consumers already use and which they are ready to try out and embrace.According to the research,customer support is a clear place to deploy conversational messaging.Eighty-three percent of those surveyed s
16、ay they would find it useful to start customer service conversations on mobile.Eighty-eight percent want to make service appointments using messaging.And 92%want to be notified through messaging about suspicious account activity.(All these rates jump up when looking at millennials and Gen Z vs.older
17、 consumers.)Some may worry removing the human from the equation the customer service agent or the retail salesperson creates a more distant customer relationship.In fact,the research shows that of those who use chatbots,the overwhelming majority like them due to the immediate availability(83%)and an
18、onymity(82%).When it comes to customer support,people expect answers quickly so quickly that conversational AI often is the only way to meet those expectations.Nearly one in three expects an answer to their question in one minute or less,according to the Sinch study.Consider too that with AI-fueled
19、chatbots,delivering fast answers does not mean those responses need to be generic;they can contain unique ofers and solutions specific to that individual customer.No matter the industry,messaging is the place where brands can deepen relationships by gathering information and personalizing ofers.Bate
20、s HotelWe also ofer a free glass of champagne to each guestduring our Valentines breakfastSince youre new here,Id liketo ofer you 20%of your first bookingThats great,we still have some lovely rooms available!Thats great!Oh,thanks a lot!No,but Im thinking of booking a room for Valentines Day TELCO TR
21、ANSFORMED:Mobile messaging:The CX SConversational messaging isnt simply outreach;its about ofering individualized solutions.Telco customers also say new rich-media messaging formats are valuable.Even those who havent experienced them want to try them.Of those surveyed,66%say a personalized video on
22、mobile from their telco would be useful(and among Gen Z and millennials,that share is over 75%).The finding is remarkable,given that only 16%of those surveyed ever received a personalized video.And conversational messaging has a strong use case for telco retail.Ninety-two percent say they would like
23、 to use messaging to check if a product is in stock before arriving at the store,and 75%say they would like to complete a purchase in the chat stream while using mobile customer service.The key,no matter the channel or format,is to personalize the message.Conversational messaging isnt simply outreac
24、h;its about ofering individualized solutions to the customer and the research shows most consumers prefer personalized engagement.Gen Z customers prefer personalization by a margin of 2 to 1.How quickly do customers need answers?Question:When you contact customer service at a company you use,how qui
25、ckly do you expect a response to your question/problem?Source:SinchInstantly14%1 minute or less18%2-4 minutes 37%5 minutes or more31%Experimenting with personalized videoTELCO TRANSFORMED:Mobile messaging:The CX SHow valuable are personalized videos?In India,Brazil,and Singapore,enthusiasm for perso
26、nalized video is extremely high.Question:Would you find it useful to receive personalized videos from your telco about your bill,making mobile payments,or adding minutes?(Showing those who say its useful.)Source:Sinch75%100%50%25%Global average IndiaBrazilSingaporeUnited StatesGermanySweden0%92%84%7
27、9%71%66%65%51%The Sinch survey asked consumers:“What if you could receive a personalized video from your telco about understanding your bill,making mobile payments,or adding minutes?Would you find this useful?”The majority(66%)would,yet just 16%say they have received a personalized video from any co
28、mpany(telco or otherwise).While not widely used today,personalized video can be an efective way to reach customers individually and appeal to their specific needs.Lutz Heinel,Head of Dialogue Communications at the Creation Center of Telekom Deutschland,says his company is using personalized videos t
29、o boost engagement and sign-ups.They delivered videos over messaging to re-engage young people whose contracts were expiring.Heinel says rolling out the new format in a smaller deployment was helpful because they could test which aspects of the video and their ofer worked well and which were not efe
30、ctive.“We learned that when sending personalized videos,we had to keep the complexity down,”says Heinel.“Mobile video is a powerful format,but you need to proceed with care.Dont overwhelm customers with information.Keep the video short and limit the number of ofers or options youre presenting.”TELCO
31、 TRANSFORMED:Mobile messaging:The CX SupertoolConsumers are ready to embrace rich-media solutionsOne-way notifications(e.g.,“Your bill is past due”or“Youve exceeded your data usage this month”)are useful,but two-way conversations can truly diferentiate companies from the competition.A clear gap exis
32、ts between what customers use today and what they would find valuable something Sinch calls the opportunity gap.For example,just 16%have received personalized videos,even though 66%say it would be useful.Only 27%have paid a bill in real time using messaging,yet 73%say this would be useful.And 41%say
33、 theyve received promotional messages based on their shopping history,but 86%say they would like to get them.Most consumers want personalized messages from companies,but millennials and Gen Z prefer it by a wide margin.Demand for personalizationby generationQuestion:Do you prefer when messages from
34、a company are personalized to your buying history and interests?(Gen Z:born 1997 or later|Millennials:born 1981-96|Gen X:born 1965-80|Boomers:born before 1965.)Source:SinchGen ZMillennialsGen XBoomersYes,please personalize it100%No,I dont need it personalized75%50%25%031%69%36%64%43%57%64%36%TELCO T
35、RANSFORMED:Mobile messaging:The CX SupertoolMeasuring the opportunity gapWhile consumers see high value in mobile messaging with brands,adoption remains low in comparison.To speed up adoption,invest in educationTo close the opportunity gap,some telcos are investing in customer education.Elias Betina
36、kis,Head of Customer and Market Insight at Telia Company,explains that as the pandemic took hold,the company quickly realized that some customers werent getting access to the information and tools that could help them during lockdowns.“At the beginning of the pandemic,we committed to helping older p
37、eople,as well as people who are not as skilled with digital tools,to move online,”says Betinakis.“We ofered lots of courses for those who needed to understand the technology and how to use it.And we gave away a lot of free data to older customers,so they didnt have to worry about data limits.”Betina
38、kis says that given Telias position in its market,it felt responsible for filling a critical,unmet need.“As the biggest and oldest telecom in our market,we felt a sense of responsibility to get more people on board a digital journey.”31%92%0%36%88%89%27%USEDUSEFUL100%27%73%615246 62 percentage point
39、s52%94%42Get notifications of service outagesGet notifications about account activityReceive a personalized video from your telcoMake an appointment via messagingPay a bill in real-time using text/SMSConfirm an existing appointment66%16%50Question 1:Select the ways you have interacted with businesse
40、s using mobile messaging(TXT/SMS or in-app).Question 2:Which of these would you find useful?Source:STELCO TRANSFORMED:Delivering rich experiencesFirst,companies must support a digital and mobile ecosystem that prioritizes conversations,where customers can respond,ask questions,and receive customized
41、 ofers.This means breaking down silos among customer service,technical support,marketing,and sales to develop a fuller picture of a customers needs and buying patterns.Jan Berglin,Head of NPS and CX at Tele2,explains the importance of cross-channel insights.“We receive a lotof phone calls to our cus
42、tomer service about 5 to 6 million calls every year.If we can get better at analyzing and understanding the context of that call,what they are talking about and asking for,it will help us to refine what the customer needs.”Next,discover ways to deploy a conversational mindset across domains:Deliveri
43、ng rich experiencesWhere can telcos provide a richer experience for their customers?And beyond technology deployments,how can organizations truly transform to a conversational mindset?Deploy rich SMS:Plain-text messaging serves a purpose for one-way notifications(e.g.,“Your bill is past-due.”),but b
44、y using rich SMS,telcos can begin conversations.For example:Answer customer service questions inside the chat stream using a friendly,human tone.Send a proactive explainer message before a big bill hits to reduce churn.Or deliver personalized promotions tailored to a single persons history and needs
45、.No more one-way,one-size-fits-most messages.1Experiment with personalized video:Use personalized video to engage hard-to-reach consumers.For example,as a customers contract date draws near,send a short video that shows of the best upgrade ofers based on that individual customers buying patterns and
46、 let customers convert from inside the chat stream.(A Sinch customer saw a 45%increase in open rates and a 120%increase in conversions using this tactic with younger customers.)Remember:Video isnt just about promotions.Telcos should consider developing a library of video snippets to help with common
47、 customer problems,whether understanding a bill or troubleshooting a router problem.These solutions reduce costs and improve satisfaction rates.2increase in open rates*45%increase in conversions*120%*Results from a Sinch customer using personalized videos.TELCO TRANSFORMED:Delivering rich Enable mes
48、saging-based commerce:What if you could save your customers a trip to the website or store to complete a transaction?Messaging can become a high-utility commerce site for telcos that see its potential.For example,a customer can ask questions inside the chat stream,then complete the purchase in-strea
49、m.Or let your customers ask a chatbot whether a product is in stock before visiting the store,saving everyone time.If mobile is a CX supertool,messaging can become its most-used utility.3Reimagine conversational AI:When you think“conversational,”its critical to think beyond the chatbot.Todays conver
50、sational solutions are much more than simple Q&As and web-based bots.Conversational AI is about deepening relationships with time-saving,two-way mobile conversations.Rather than pushing customers from SMS to the website(which is how most one-way notifications work),finish the conversation inside the
51、 message stream,regardless of whether they need help with customer service,sales,or technical support(or all three).4Now the challenge for telcos is to change their marketing mindset from pushing one-way promotions to supporting two-way conversations.And they must break down internal silos that forc
52、e customers to reach one number for sales,another for customer support,and yet a third for technical support.From the consumers perspective,there are no silos they simply want a frictionless experience,and conversational AI can help you make this type of transformation at scale.Use live video callin
53、g for niche applications:For more straightforward support questions,a simple video snippet can usually sufce.For issues that require greater expertise,technicians can use live video calls to see customers equipment at home and help them troubleshoot problems.Even better,video calls can be initiated
54、from the message stream.These types of live video“visits”can replace some in-person visits something both telcos and customers prefer in the age of social distancing.5Rich SMS sparks deeper conversations with telco customers.2669Welcome to Northwest Telco!So happy youre here!Find out about special o
55、fers for new customers:https: of these are made possible by massive advances in technology over the last five years.This report is one in a series of data-driven reporting from Sinch about customer behavior and digital transformation.Find an executive summary and additional industry reports in banki
56、ng,healthcare,and retail at .Find out about all industry trends releases Join usTELCO TRANSFORMED:Delivering rich experiencesfor a deep dive into the Customer experience in a transformed world studyMethodology:Sinch surveyed 2,890 consumers during July and August 2020.The study aimed to understand c
57、onsumers current and desired use of mobile messaging,as well as their attitudes about chatbots,industry-specific solutions like telemedicine,and customer engagement.Respondents came from 14 countries:Australia,Belgium,Brazil,Canada,Denmark,France,Germany,India,Luxembourg,Netherlands,Singapore,Sweden,the United Kingdom,and the United States.