Connected – Automated Action and Decision Triggering Through Multiple Channels

However, knowing the customer ́s context is of no use if we are not able to trigger actions and make decisions accordingly. As mentioned earlier, the value is in digital moments, and if we miss them, their value is gone. In order to capture it, actions and decision-making needs to be done faster and in an automated manner, and the situational knowledge needs to be operationalised as it happens.

Any human interaction brings unnecessary delays, errors and subjectivity into action, and multichannel customer engagement becomes disconnected and isn’t synchronised. Instant, omni-channel action is, therefore, crucial, as Generation Cloud wants to interact and engage through the medium of their choice, and they are increasingly impatient. Yesterday ́s campaign management systems, with the ability to send messages through specific channels only, are starting to look like last season’s solutions. Nexterday ́s omni-channel approach, by contrast, looks like this:

  • Mobile device clients and apps
  • Self-service services and dashboards
  • Service / call center software
  • “Digital assistants”
  • Web shops
  • Connected machines (e.g. cars, TVs)
  • Online games
  • Wearable devices
  • CRM dashboards (e.g. Salesforce dashboard)
  • ERP systems
  • Campaign management systems

In practice, recommended actions and decisions consist of new offers, suggested apps, service add-ons, data plan top-ups, micro campaigns, improvement proposals, bonuses, alerts and notifications, personal digital assistance, valuable information, updates and upgrades and any combination of these – anything your imagination and creativity can produce.

Capabilities Needed for Providing a Connected Digital Buying Experience:

  • Real-time decision- and action-triggering
  • Business logic engines, simulators and management solutions
  • Automated, multi-channel operations
  • Business reporting across all customer engagement channels
  • Instant, closed loop machine learning and reporting that improves as you go
  • Dynamic and context-aware business policy and charging tools

Click here to read part 5.

Ari Vänttinen, Comptel

Moving Telco companies in Europe and Asia from ground to cloud.

Born 1969, M.Sc. (Economics). Joined Comptel in 2014, member of Executive Board since 2014. Has previously held various marketing executive and management roles at McAFee and Stonesoft Plc since 2010. Before that management consultant at Talent Partners 2007 – 2010 and marketing management and business development roles at Nokia Networks 2004 – 2007.

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