Convenient – Delivered Right the First Time

The buying experience is NOT just about recommending, selling and making digital services available. It is only a half-way milestone of the whole customer journey. Bad buying experiences are due to failures during the orchestration of order and service fulfilment flows.

The only acceptable goal is to deliver right the first time. Again, benchmarks are set by indirect competition. Failed fulfilment is surprisingly still an issue for many businesses. Many operators still suffer severe order fallout percentages when selling and trying to deliver services because they have friction, complexities and dis- continuities in their flows.

Get the basics right. A good buying experience results from several fundamental factors. First, you need to know that the service / content / information that you are recommending and about to sell is really sellable and available in a specific customer context. A continuous stream of automated and invisible validations and check-outs throughout every touch point of the journey is key. Second, predictive analytics are necessary to avoid potential failures and provide guidance throughout the whole process. Predictive is the new proactive, and definitely better than being reactive. Generation Cloud is truly sensitive about disappointments while shopping digitally.

Third, convenience is built on frictionless and immediate service delivery. When shopping for items online, everyone understands there is delivery time, and things are not necessarily available in stock. When buying bits, this rule does not apply. Customers are furious about even the slightest delays and hassle in the digital supply. The bottom line is Generation Cloud is obsessed with TIME. We need to understand that and respect it. If anyone enters, wastes and violates it, there will be consequences.

Capabilities Needed for a Convenient Connected Digital Buying Experience:

  • Smart order validations and check-ups
  • Service orchestration across all technologies
  • Embedded analytics to protect and prevent failures
  • Accurate service provisioning and activation
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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