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Recent Posts
Will sub-brands help operators break the mould?
Secondary or sub-brands are certainly nothing new in the mobile communications industry. Indeed, many mobile operators have used one or several sub-brands to target different sections of the market, with varying degrees of success.
In recent years, sub-brands have become an important tool for operators in their efforts to fend off competition from new players that threaten the status quo with more disruptive business models. Take France, for example. After Free Mobile broke into the market with a highly competitive offer in 2012, incumbent rivals were under pressure to find a solution to stem the customer exodus. Orange launched the Sosh sub-brand, which offers a simpler range of plans at a lower cost. SFR focused on Red by SFR, and Bouygues Telecom provided SIM-only plans under B&YOU.
Customer Engagement Hub (CEH) – A Key For Unique Customer Interaction
In today’s growing new business era, ‘customer’ and ‘digital’ are clearly inseparable. Mobility is the convergence center of new customer journey and messaging is the common way of customer communication in all channels. Mass has already ended. It is clear that every customer and his/her experience is unique.
Game changer enterprises are pioneers of this digital customer evolution. CMOs have already revised offer and communication strategies. Now their primary consideration is how to optimize customer interactions for the next best action, otherwise they will lose market share for sure. This is a real challenge and CIOs should put themselves in CMOs’ shoes. Thus, enterprise IT evolution progress is at the edge of another critical shift: re-evaluation of existing CRM applications, i.e. a new framework enabling personalized and contextual customer engagement in all touchpoints with all interaction channels.
Unique Customer Engagement With Digital Ecosystems
Customers today expect digitalized, secure and personalized shopping experience within the most convenient times for them. Enterprises should give a meaning of all digital customer footprints for justification and this is only possible with delivering real-time & connected experience across journeys and channels, otherwise customers simply switch to competitors.
Although customers have positive attitude towards personalized offers, still they face with irrelevant recommendations and overmuch offer options among channels.
AI Bubbles for Your CSR
Let’s imagine, when your CSR or one of your dealers enters the system and a virtual assistant helps them to know the customer better, not missing a detail and offering the best available product they can buy or reminding the CSR an opportunity for a segment upgrade for customer.
Standard CRM products manually cover these processes but does not provide a “contextual” view of the customer; it appears as unassociated and disjointed customer information that the CSR must piece together. There is limited 360 view of the customer; at best it provides what the customer have bought before, and what the customer is buying now, but not what she or he likes or is likely to buy. What about her or his social media postings, community of interest and influences.
2018: Rise of Digital Platforms for Strong Business Ecosystems
In 2018, Enterprise growth will depend on the strength of business ecosystems. This will be possible not only having strong business partners but also having right technology investment to manage complex, adaptive and flexible digital business models.
To leverage business ecosystems, CMOs and CIOs must develop a new and proactive engagement strategy to reach connections way beyond the total ecosystem. The basis of the strategy is quite obvious: make it digital, make it smart, make it adoptable and flexible. This will only be possible with next generation digital platforms having unified catalog and information management modules focusing on customer experience.
The customer journey: the new life cycle in the digital economy
We’re just a week away from this year’s TM Forum Live, which if past years are anything to go by will provide an excellent platform for discussions on the topics I have explored in my recent blogs.
I started out by asking a couple of simple questions: what does it mean to be a digital service provider, and how will today’s communications service providers make this transition? The answers are far more complex, of course. CSPs are required to undergo a transformation process that will be painful at times, but ultimately — if implemented correctly — highly rewarding on a number of levels.
