CUSTOMER EXPERIENCE
The goalposts for customer satisfaction are constantly shifting. Customers now demand more than just reliable network coverage: they expect instant, intuitive and autonomous control over their services.
This has transformed the humble self-service portal from a costsaving afterthought into the central battleground for customer loyalty. For telcos, getting it right is no longer optional: it’ s a matter of survival. The evolution is clear: we are moving away from static FAQ pages and towards dynamic, AI-powered hubs that can anticipate a customer’ s needs before they do.
The fragmentation frustration The core challenge for any telco is the inherent complexity of its offerings. A single customer might have a mobile plan, home broadband and a TV package: each with their own billing cycles, technical quirks and support pathways. This complexity often leads to a disjointed and frustrating customer experience. As Reggie Scales, Head of Product Applications at cloud communications provider Vonage, points out, the path to resolution is rarely linear.“ Self-service only reduces churn when it fixes messy journeys,” he says.“ 73 % of customers use multiple channels when engaging with a business; they expect to move freely between SMS, WhatsApp, email and social channels within a single session.” telcomagazine. com 137