With enterprise customers contributing a considerable portion of revenue to digital and communications service providers – even up to a third of total revenue for some Tier 1 organisations – operators’ focus on the business services segment is greater than ever before. As they look to the B2B arena for new revenue opportunities, creating and maintaining a positive customer experience is a key driver for their success.
But, there is a perennial barrier that stands in the way of achieving and maintaining customer experience: order fallouts. Already, 35 percent of orders fail during the initial six months of a new service launch, and as network technologies evolve towards virtualisation, that figure will only continue to rise.38 Digital and communication service providers should be thinking now about how to improve their end-to-end discover-design-sales-order- troubleshooting flow, if they’re to keep up with – and get ahead of – their competitors.
Customer Service Makes the Customer Experience
The impact of order fallouts most often comes to bear on customer service, which makes up approximately one-third of total customer satisfaction scores. It holds the greatest influence over the complete customer experience, above other factors like improved reliability and speed, lower prices and decreased usage restrictions.
- Customer service includes all of the operations touch points that a customer has with a digital and communications service provider during his lifecycle:
- Evaluate: Online and customer service representative (CSR) interaction accessibility and quality
- Join: Order processing and provisioning
- On-boarding: Service setup, payment and training
- Support: Call centre, Web support and self-care
- Renew: Proactive contact, confirmation and promotion of relevant new offers
Order fallouts especially affect the “Join” and “Onboarding” touch points. Prolonged service delivery at these times is incredibly frustrating to many customers, even leading them to cancel orders completely, despite all efforts by the operator to resolve the issue. It’s not just diminished customer service (and, consequently, a diminished overall experience) that is at stake. Order fall outs can hurt operators in other ways, too, for example, by creating longer lead-to-cash cycle times and increasing operational costs. In scenarios where the customer stays involved, the cost of servicing the order fallouts can be increasingly expensive, due to the high labour costs associated with having skilled technical and field support staff. These overall costs can shoot up even further if the operator has to supply some replacement kit.