From 1G to 5G, the generational growth of the telecommunications industry has massively changed how the sector operates, and with every evolution, new standards have been set from a customer experience standpoint.
Looking at the recent Customer Effort Index (CEI) telcos rankings across each of the US, Australia and the UK, there are five improvements companies could make to enhance their customer experience strategies.
Streamline onboarding processes
The CEI indicates that the Speed of Resolving Problems pillar scores an average of 42 across the sector, suggesting delays in service setups and issue resolutions. Telcos can improve by offering user-friendly self-service options and efficient technician scheduling to accelerate the onboarding process.
Develop expertise
With an average score of 45 in the Knowledge & Expertise pillar, there's room for improvement in how effectively customer service agents address inquiries. By investing in comprehensive training programs, it will equip agents with the skills to provide accurate and helpful information, improving Customer Effort score.
Improve communication
The Style of Communication pillar averages a score of 49 across all the telcos sector, indicating that customers may be finding interactions impersonal or unclear. To help with this, telcos could invest further with proactive AI communications to deal with uncomplicated requests, leaving their human agents to focus on clear, polite, and customer-centric communication for more complex requests that may require a more empathetic manner.
Value the customer
The average score of 46 in the Valuing the Customer pillar suggests telco consumers are not feeling adequately appreciated. Implementing personalised services, loyalty programs, and proactive engagement can combat this. Take Vodafone, number 1 in both the UK and Australian rankings, for example, its VeryMe Rewards scheme for customers offers exclusive packages such as cinema tickets and TV streaming subscriptions.
Invest in omnichannel support
The CEI telcos data highlights that fragmented customer service experiences across channels are common. Adopting an omnichannel approach ensures that customers receive consistent support across all platforms, allowing seamless transitions between channels without the need to repeat information.
By addressing these areas, telcos can reduce customer effort, improve satisfaction, and foster loyalty in what is a growing and highly competitive market.
