skip to Main Content

NEWS

Hottest information about 12th Annual Customer Experience Management in Telecom Summit

20 February 2020

Barbara DYMERSKA

Customer Journey Director
Orange Polska

Marek Wiktor GRABOWSKI

Customer Journeys Management Director
Orange Polska

End2End Customer Journey Supported by AI and RPA

Automation (including Robotic Process Automation) and artificial intelligence (machine learning) are undeniable trends that create today’s telecommunication market, which is now becoming an increasingly important part of innovative Customer Service Models. It is not by chance that Gartner’s analysts confirm the growth of companies using the after-sales solutions. In 2018-19 itself, companies which have invested in the development of artificial intelligence and automation have shown an revenue increase by 4%-14% (Gartner’s 2019CIO Agenda Survey). Companies that did not invest in the development of new technologies were unable to secure customers’ experience, remaining far beyond their competition.
The technological race continues and it is safe to say that it has overtaken today’s market and its distinctive – exponential growth leads to the conclusion that there is less and less space remaining for human relations. But is it for sure?

Millions of Interactions – But Only Six Reasons to Contact

Customers journey approach using empathy and design thinking enables a holistic way to visualise how the contact with a company looks from a customer’s perspective (touchpoints). The end-to-end attitude also requires strengthening of analytical aspects and integration of many reporting systems to enable precise observation of customers’ paths and creation of predictive models of their behaviour at various stages of the processes they are in.

Robotic Process Automation to Accelerate Customer Experience

Building strong understanding of paths of the customers enables companies to precisely profile and implement technological solutions which address true customer needs. Taking Orange as an example, we know that essential touchpoint for human interaction is first and foremost the “I Buy and I Complain” journey. For instance, approximately 50% of customers still decide to choose the phone channel in order to make a complaint. However, it does not mean that the whole complaining process shall be handled by people. The Robotic Process Automation comes handy here. Robotisation of basic, simple and repetitive orders not only accelerates the work but also equalises standards and helps to eliminate so-called “human errors” (up to robotisation of 50% BL assignments).

Multichannel Solutions Based on Artificial Intelligence

Voice and chatbots are widely used in other paths leading to efficient support of customers’ experience. Such solutions efficiently help customers in line with self-services approach by eliminating simple cases such as payment instalments or information on customer account balance. Feedback from clients regarding their cooperation with Orange artificial intelligence, we often receive answers such as“ on one hand, it is so nice to talk to someone who is alive, but on the other, Max (Orange AI VoiceBot) has no bad days;)”.
The benefit of implementing artificial intelligence solutions in the company is their multi-channel nature. The VoiceBot’s abilities can be transferred to the chat or vice versa. Although chatbots, considered being the communication hub of the entire digital world, are a solution demanding a bit different approach than the natural language recognition used by the VoiceBot. A chabot must not only understand the text, but also identify pauses and read the logical context from multi-threaded and multitasking expressions that are not always written at the exact same moment. Conversely, the chabot is more interactive – customers may send pictures, tables and even links which seems to be a much greater asset than implementing challenges

Other Solutions of Digitalisation Interactions – Utech as a Technical Support (Uber Like)

Needless to say, to create a completely new experience to meet the need for digitised customers, even a large Millennials group. Especially the last ones are increasingly giving up traditional contact channels, such as contact centre and stores. They also value constant 24/7 access to information.
With this in mind, we responded to these needs and launched the Utech project, which digitised the “I Need Help and I Buy” path. Thanks to this solution, the customer has a simple way to verify the status of his trouble ticket or order. It allows access to the full range of information without downloading the application, without registration, without logging in. The customer receives the status of the case on an ongoing basis, he can freely manage this status (change dates, cancel). He can also contact the technician directly and see where he is (solution taken from Uber). At Orange, we care about closed loop – that is why the customer has the opportunity to rate the service and technician and share feedback. We do it to improve the process.

What Apart From Technology Drives Digital Transformation?

The transformation that companies go through is supported by a different way of implementation than before. Constant improvement on production and ongoing enhancement of customer experience involves working in Agile methodology. Agile perfectly addresses customer needs and, additionally, statistics show that due to agile project management, the time for introducing to market is on average 37% shorter and increases team efficiency with an average productivity increase of 16%. It is worth mentioning that Agile and the associated implementation of new technologies also involves cultural changes. In the following years it will only be “more agile”.
In times of the technology race, the trends identification that really determines the organisation’s actions and the customers’ behaviour is an essential element of every company’s strategy. Without a doubt, the following years will pass under the slogan of “Mobile First”, not to mention that there will also be a digital expansion, which will consequently result in omnichannel expansion. All these aforesaid changes will lead to personalisation. The true personalisation.

14 February 2020

4 February 2020

Frederik LEMMING

Director Sales – Customer Experience
Telia

Questions For Fredrik Lemming

Which digital channels enable the most impactful customer engagement?

The reality is that there is no generic answer to that question. Every interaction has its own prerequisites and it all depends on several different aspects like demographics, preferences, urgency, complexity etc. For example, an email is great when the enquiry is not urgent and low complexity, chat is excellent for customers who are online with real time low complexity enquiries.

The most impactful digital customer engagement will happen when we stop thinking in terms of channels and technology, instead we need to think in terms of touch points and facilitate for customers to seamlessly move across them.

What is the current role and position of AI in telco CX?

First we need to understand that AI is just an “umbrella” that spans many different technologies. I believe that for customer service the three most important AI technologies are:

  • Conversations: Using Natural Language Understanding and Natural Language Processing. The technology will be used in virtual assistants & bots (text and voice), across devices and channels
  • Knowledge: Retrieve knowledge from contextual input, multiple (unstructured) sources – queried through natural language. The technology will be used to provide personal and relevant answers to channels and users, both internal and external.
  • Analytics: Using deep learning to gain insights from customer interactions. The technology will reduce analysis from months to days. Insight, almost in real time, will be used to create better solutions and customer experience

How do you see the near future in the telco CEM? Will it be different from other industries?

There will be no differences in terms of customer expectations from one industry to another. Good experience from one industry sets the standard for others. The difference is to be found in the nature for each industry. For example, you want to buy a house but “no one” wants a bank loan. For telcos the reality is that customers expect our services to be up and running, hence they are more likely to contact us when there is a problem. We need to understand this when designing our CEM strategies and services.

Fredrik Lemming has more than 18 years of experience in working with customer experience and customer service solutions in the Nordic market, renowned for its high digitalising maturity and early adoption of new technology.
Customer experience management is a core competence and something that he is passionate about, especially now that more than ever, delivering personal and relevant customer meetings regardless of channel, place or time of day is a critical success factor.

27 January 2020

Rémi DUROY DE SUDUIRAUT

Head of Service Usage Experience
Bouygues Telecom

Questions For Rémi Duroy de Suduiraut

Is there a way to successfully prevent the customer churn? How do silent churners affect the company and what is your company doing in order to prevent this phenomenon?

For two years now, Bouygues Telecom has been leading a Proactive Quality programme. Using satisfaction surveys or technical indicators, we can target and contact our suffering customers and bring them solutions. The effect on customer satisfaction and churn is immediate.

How do you see the near future in the telco CEM? Will it be different from other industries?

Telco industry supplies a vital but extremely complex service: the Internet. From my point of view, the future is not about new technology but more about how to help make our customers’ digital life simpler and safer. Telecom operators have a real role – and legitimacy – in this objective.

What technology do you consider to have the biggest impact on the telco industry in the near future?

5G is naturally the next technologic gap for B2B but also perhaps as a relay for the Internet access in homes. But big data technologies can also help operators to offer an interesting personalised customer care.

After leading some Bouygues Telecom transformation projects, Remi started to manage Service Platform Team. With this technical and service experience, he took in charge the team leading the technical action plan to improve the customer experience on his service usage, with one objective for Bouygues Telecom: become the “best in class” of all France operators in customer experience.

24 January 2020

FLORIAN  AMMANN

Head UX & Customer Journey
UPC

Questions For Florian Ammann

Is there a way to successfully prevent the customer churn? How do silent churners affect the company and what is your company doing in order to prevent this phenomenon?

If there is a silver bullet to prevent churn, then it is customer satisfaction. Especially online it is the key to offer specific tone-of-voice, customer journeys and most important, relevant Next-best-offers/actions (NBOs/NBAs).

What technology do you consider to have the biggest impact on the telco industry in the near future?

Telco industry faces different challenges – over-saturated markets, new streaming providers or big investments in 5G. On the other hand, the demand for IoT will increase rapidly in the upcoming years, resulting not necessarily in higher up/download speeds, but in services for managing and optimising multiple connected devices at home. Furthermore, with their strong physical network, cable providers are also looking into new opportunities such as providing infrastructure for e-Mobility.

How do you see the near future in the telco CEM? Will it be different from other industries?

My own believe is that: First, telco companies might still further utilise the potential of big data analysis to optimise their product portfolios. Second, telcos must continue to become true customer-centric service provider by DNA, as this becomes more and more the real differentiator.
Third, traditional commercial marketing cycles will be overcome by much more dynamic offerings, which will be adjusted more or less in real time, based on customer preferences.

Florian Ammann works as Head of UX & Customer Journey at UPC Switzerland. He has a background of 15 years in UX and digital consultancy, with a focus on eCommerce and web portals. After working in agencies for clients like Lufthansa, Roche or Credit Suisse, he found his way into UPC, the leading Swiss telco and cable network provider, where he has held different positions in Care and Sales areas. During his time he was able to grow the UX team from one person to 15+ full time positions in the last six years. His latest passion is how to scale segmentation onsite.

15 January 2020

FOR MORE INFORMATION ABOUT
SPEAKERS AND CASE STUDIES

THANK YOU FOR YOUR CALL REQUEST

You will be contacted shortly.

Back To Top

RELATED EVENTS

9th Annual Customer Experience Management in Banking