Aim to be Forgettable – The Customer Journey Reimagined
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By Liz Bauer, EVP/Chief Experience Officer, CSG
Today’s consumer demands personalized experiences and tailored services delivered at lightning speed. But today’s reality is anything but easy as consumers juggle cable TV, OTT streaming, broadband, wireless services and more, managed through siloed apps, websites and contact centers. All this is underpinned by a challenging billing experience resulting from multiple bills with varying due dates and payment options. Even with the same provider, the experience is often fragmented, causing frustration and churn.
Forget the “unforgettable” experience; the effortless one wins every time. Communication Service Providers (CSPs) can excel by leveraging trusted relationships with their established customer base. By transforming to become agile and data-driven, CSPs can embrace a customer-centric approach and become the preferred providers of traditional and new services.
Beyond Bundles: A Customer-Centric Approach
The 2024 CSG State of the Customer Experience Report outlined how personalized, efficient and engaging customer experiences are no longer the exception. They are table stakes. In a market accustomed to competing on price, delivery and coverage, leaders are differentiating on experience. But what does it mean to be customer-centric? It goes beyond personalized engagement, innovative service bundling and customer support. It’s about reimagining how customers interact with your business on every level across every touchpoint.
With access to rich data and established trust with their customer base, CSPs have a distinct advantage, giving them deep insights into consumer behavior and preferences to fuel innovation. However, they need to move away from the traditional, slow-moving processes and systems. New offerings need to be released in a matter of days or weeks, not months. This requires streamlined processes, agile development methodologies, and a culture that embraces innovation.
Consumers switch between multiple accounts, apps, websites, and service numbers, never sure they get the best value or if their packages are even a good match for their needs. With a data-driven approach, CSPs can consolidate these services and offer consumers a complete package they can change as their needs. They can make managing subscriptions, paying bills and troubleshooting issues effortless, forgettable almost. This opens the door for selling beyond traditional connectivity and entertainment. Imagine seamlessly integrating energy billing with your cable bill, offering bundled packages with health and fitness trackers, or providing financial services within the CSP’s secure online ecosystem.
Focus on the Customer, Not the Service
A single, integrated platform is the future. It allows consumers to manage their services—cableTV, internet, wireless phone, streaming and 3rd party, under one account, one experience and one bill. Flexible billing and payments options enable choice; the choice to buy, use and pay for services how and when consumers want. A study by Strategy Analytics found that customers who subscribe to flexible packages are unlikely to switch to a competitor and that flexible packages attract new customers who have been turned off by traditional rigid packages.
- Enable choice with unbundling: Offer consumers the flexibility to choose only what they truly value. Empower them to build customized subscriptions to fit their needs and budget, lowering costs and boosting satisfaction.
- Simplify pricing and billing: Eliminate hidden fees, simplify pricing tiers, and provide easy-to-understand billing statements. This transparency builds trust and enables informed choices.
- Prioritize the effortless: Put the customer at the heart of everything. Offer multiple support channels and invest in AI-powered self-service tools.
- Data-driven decisions: Leverage customer data to understand behavior, preferences, and usage patterns. Optimize service offerings, personalize recommendations, and continuously improve the overall customer experience.
CSG’s SaaS platform empowers customer-centricity and resilient revenue growth from day one. We enable CSPs to monetize any service, to any customer on any network to drive scalable growth while reducing costs. CSPs can quickly deploy the cloud-native business support and customer experience systems they need to create and monetize new services and devices across multiple networks simultaneously. With an end-to-end monetization platform that includes CPQ, order management, product catalog, billing, care and customer journey orchestration, CSG enables CSPs to unlock new levels of loyalty and growth.
Let’s redefine customer centricity together by aiming to be forgettable.
Learn more at CSGI.com.