inflexible systems and and outdated culture. They have yet to realize that network and communication services have been commoditized, CX has become the last-standing competitive differentiator, and customers now have more choices than ever before. Other service providers have recognized the importance of CX, have invested in various CX technologies, but have failed to make the transformative shift to a customer-first organization where customers feel valued. CX is hard, and it takes the right combination of culture and technology to work.

Transformative CX Technology

Etiya is one of the companies innovating to help service providers deliver a superior customer experience with transformative technologies. Etiya was recently recognized by the Esteemed Judging Panel of Pipeline's annual Innovation Awards programs. Notably the judging panel is comprised of technical executives from service provider companies who leverage or are looking to leverage CX solutions, and they ranked Etiya as the Winner of both the Innovation in CX and Innovation in BSS categories, and Runner-up in several other categories including Innovation in AI. 

Etiya understands the complexities of both the communications industry and human relationships. It has designed products that responsibly harness the power of data and automation to specifically strengthen customer relationships. Its Digital Business Platforms encompass a comprehensive set of products and tools, including, among others, acquisition and retention in CRM, advanced bundling capabilities in product catalog management, virtually flawless quoting and fulfillment with CPQ and order management, and an automated and intelligent customer service management system to support omnichannel digital experiences. Together, Etiya’s products work in concert, harmonizing CX operations across all departments so that communications service providers can better understand and communicate with their customers and personalize their experience to build valuable long-term relationships.

With AI at the heart of the BSS stack, and with innovative digital twin capabilities, Etiya’s Digital Business Platform solution is truly transformative. It aggregates behavioral, sentiment, usage, and other data to create actionable scoring models for things like churn prediction and customer lifetime value. This enables the service provider to be able to offer retention campaigns, reward programs, proactive care, and personalized communications. Through the use of Etiya’s digital twin, service providers can then model potential promotional campaigns and activities to simulate, analyze and optimize each customer relationship. It’s like having a trusted advisor who can predict the future impact of potential actions before they are taken. Based on deep and comprehensive insights, it can predict the specific next best action for each and every customer.

By gaining better understanding of their customers and their respective experience, service providers can proactively and effectively communicate with them, create transparency, better address issues as or before they arise, and take accountability where and when appropriate. Service providers can also create personalized programs to reward customers, make them feel valued, and thus prevent churn. All of these combine to create trust, long-term loyalty, and durable customer relationships.

Building Bonds with Customers

Understanding, communication, trust, and making others feel valued underpin all successful human relationships. Businesses can build better long-term bonds with their customers by embracing these fundamentals and advancing them with transformative technology like AI-driven BSS. These relationships can create long-term bonds that strengthen over time.

Building positive relationships fosters brand appreciation and loyalty. Happy customers promote their positive experiences, stay with those who get CX right, and are the most likely to consume more of that brand’s products and services over time. Ultimately, these customers become brand ambassadors that bring new customers to you. In the era of social media, this has probably never been more powerful.

Getting CX wrong, on the other hand, comes at a cost. Those unhappy, dissatisfied customers are the first to take to social media to slam your brand. If they take one additional customer with them who is close to churn, and also dissuade one new customer from coming to you, you lose the lifetime customer value three times over. And then you still have to invest in replacing that revenue, and invest still more to repair your brand on top of it. It’s a losing proposition.

Contrast that with getting CX right. Each happy customer is extending the length of their customer relationship, increasing their lifetime value, and bringing more, new customers to you. It’s not as simple as it may seem. But technology innovators like Etiya are making it a whole lot easier.