Creating the Positive Interaction
Beyond minimizing the potential negative interactions that can arise, building that nirvana with the customer requires positive proactive communication on the part of the service provider. CSPs have access to a wealth of customer data--usage patterns, profiles, preferences, location, etc.--that they can use to enhance and build positive interactions with their customers that will benefit both parties. BPM, combined with CEP, can build a compelling CEM platform that allows CSPs to build the capability to immediately analyze and correlate multiple variables, enabling them to reach out to customers with the right message or offer at the exact right time. This capability can be used, for example, to help customers avoid bill shock by providing real-time usage information so a CSP can proactively reach out to let the customer know when they are incurring exorbitant charges due to roaming, or even offer the customer a better pricing plan based on their usage pattern. This enables the CSP to course correct before the customer has a chance to complain.
A CEM tool powered by BPM and CEP enables CSPs to better develop and manage multiple marketing campaigns by providing them with the combination of three powerful capabilities that run continuously and in real-time: (a) in-depth visibility and analytics into customer call patterns and each promotion; (b) strong sense and responsive capabilities allowing users to detect usage patterns providing near predictive capability; and, (c) the agility to immediately adjust promotional programs and processes when needed to ensure that the offer is optimal to a customer's preference.
Combining CEM and BPM can empower CSPs to see, sense and respond to real time opportunities so they can proactively reach out to the customer, producing several positive effects. First, the customer is happy to receive customized service, and second, the CSP has avoided receiving an expensive bill dispute call. This same capability can be used to identify when a customer is unhappy and may churn based on his or her usage patterns, which allows the service provider to proactively reach out and "save" them before they leave. Or perhaps it's offering value-add services based on the customer's profile, social networking preferences, usage and other specific attributes associated with them, which will improve their overall experience beyond just the relationship they have with their service provider. The ability to sift through the mountains of rich data available for each customer and translate it in real-time into something actionable is a critical advantage that will help providers improve their customers' experience. If you cannot do this in real-time, the value and the opportunity you had with that customer at that specific point in time is quickly lost.
Any service provider with a pulse understands that today's competitive telecom landscape has become increasingly complicated and that competition continues to grow steadily. As in any industry, customers are vital to a company's success, and in order to remain a viable player in the space, CSPs must place their focus on proactive customer experience management.
