In addition, ensuring a service provider’s business support system (BSS) is integrated with the CRM
and COM architecture enables CSPs to enhance the customer experience with converged billing.
While customers are purchasing an increasing number of services, they still expect to have all their
services on one monthly bill. Integrating BSS and CRM systems eliminates localized fulfillment
flows and ensures seamless system communication when customers sign up for new orders. This
further reduces instances of order fallout and enables CSPs to consolidate all charges onto one
monthly bill.
By establishing customer visibility and an ability to deliver new services to market quickly, CSPs
maintain the capabilities to enhance ARPU. For instance, a sales representative can view a
customer’s order history and notice a customer could save money by bundling already utilized
internet and cable services with a new VoIP phone service. The rep could then call the customer
and proactively offer the opportunity to save the customer money while increasing customer
satisfaction. Or, the service provider could text the customer a new value-added service for their
mobile plan.
Reducing IT OPEX and Improving Customer Service
While service providers cannot replace call center representatives, integrated information technology
solutions can provide reps with more comprehensive and up-to-date information about the
customers with whom they are speaking. These solutions can also arm other areas of the service
provider’s business with data they need to bring new services to market and provision them more
quickly and accurately. By leveraging an integrated offer design and order management architecture
that unifies customer care, billing, and fulfillment systems, global service providers can minimize
order fallout, which can cost as much as $500,000-$1 million per percentage point of incorrect
orders according to Yankee Group. In addition, service providers can leverage advanced offer
design processes to introduce new products to market quickly, and leverage complete customer
visibility to actively engage customers with new promotions – increasing average revenue per user.
Delivering exciting new services on next-generation networks is certainly important for service
providers. But just as important is optimal customer management that presents a first-class
experience for consumers from the time they walk in the store, to when they activate their new
service, to when they pay their monthly bill. Shiny new devices and cool features only run surface
deep in the hearts of consumers, particularly as technology changes so rapidly, but great customer
service can stand as the foundation for a long-term relationship.
