The Vital Role of CX in Telecommunications

1. Communicate proactively.

Some CSPs only engage with customers once a month, when their bill is due or overdue. More frequent, proactive communication-especially regarding service outages or pending service appointments-are key to CX improvements. Use digital engagement channels such as SMS, email, outbound IVR and in-app mobile and develop a communication plan that includes coordinating communications across those channels.

Send proactive, personalized communications via the customer's preferred channel (email, SMS, etc.):

• Payment reminders
• Service outage notifications and updates
• Contract renewal
• Targeted offers (e.g., upgrade packages based on the customer's data usage history)

2. Improve the billing and payment process.

Bill confusion frustrates customers, leading them to call the contact center for clarification-especially when a bill is significantly higher than last month's. CSPs can eliminate this confusion and reduce call center volumes by implementing a digital bill explanation tool that helps customers understand changes from month to month, so they don't have to call. Designing your billing statement to avoid five common billing statement errors also improves the payment experience.

3. Use customer journey orchestration to deliver consistent, personalized experiences.

Customers expect convenience, which means businesses must engage with them where they are, often on their phones. Creating a seamless omnichannel communication experience is crucial for delivering personalized and consistent interactions. Journey orchestration coordinates interactions across channels on a personalized level, sending the right messages at the right time via the customer's preferred communication channel (e.g., email, SMS). A journey orchestration system acts like an air traffic controller, using a decisioning system to prevent sending too many messages or conflicting messages. For example, the system does not send an "upgrade now" message while a customer is challenging a recent bill.

4. Use Artificial Intelligence.

CSPs use AI to troubleshoot technical issues, provide predictive maintenance, and optimize network performance, reducing down-time and improving CX. Machine learning algorithms can be used to personalize recommendations and promotions (such as cross-sell or up-sell) based on customers' behavior patterns (usage history) and preferences. AI-powered chatbots and virtual assistants improve customer experience and satisfaction by providing immediate, human-like responses to questions or concerns, 24/7.

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