For too long the communications industry has overlooked the models adopted by their peers. In the airline industry, for example, low-cost airlines standardise on their infrastructure in order to achieve better efficiency in delivering their core service – flying between cities. By doing this, they reduce overheads on maintenance, training and varying operational models. The same airlines then maximise the individual experience through upsell opportunities, allowing passengers to select bespoke customisations of their flight, such as additional baggage, seat selection, inflight meals and drinks, entertainment, etc.

Digital and communications service providers, on the other hand, tend to invest heavily in high-cost and hugely complex, non-tailored services, which ultimately limit their opportunities for personalised upsells and enhancement of the individual customer experience. This has to change with Generation Cloud. Operators need to find a way to onboard B2C and B2B customers faster and easier, always focusing on a “what’s next” scenario.

As consumers and enterprises shift to choosing their own product bundles, an entirely new way of implementing business and operational process flows becomes necessary, particularly around the buying experience. This new approach changes the concept-to-market paradigm and has considerable impact on subsequent process flows within digital and communications service providers’ organisations.

Customers are demanding a more bespoke experience that is linked to their specific needs or aligned with their lifestyle (or those of their employees), and therefore, customer-linked process flows should be evident in every touch point in an operator’s architecture.

The move from traditional, linear, fixed processes to a more ‘conversational’ and dynamic approach, which embraces social integration, the cloud and mobility, requires different tactics for CRM and sales automation. Residential services and buying patterns are becoming as complicated as those for enterprises – we now have the “family as an enterprise,” requiring high degrees of personalisation. Operators will benefit from making their offerings ‘B2H,’ using common service orchestration methods for the enterprise, families and individuals alike.

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Click here to read part 2.

Antti Koskela, Comptel
Oversees Service Orchestration business unit. Prior Comptel held several management positions, serving as Head of the Communication & Entertainment Solutions Business Line at Nokia Siemens Networks.
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