In this highly connected digital world, smartphone and internet play a crucial role in redefining the way daily activities are perceived. Right from cab booking, streaming video/music, social networking, online shopping to travel booking, smartphone usage has added more comfort and convenience to day-to-day activities.
By 2019, the number of mobile phone users in the world is expected to cross five billion mark1
. The majority of mobile phone market growth can be attributed to the increasing acceptance of smartphones. The number of smartphone users worldwide is expected to reach 2.7 billion by 20192
Changing perspectives of digital customers
With this transformation in perspective, the digital customers have become increasingly comfortable engaging with brands in a seamless way, switching between devices and channels, allowing their data to be used for providing a personalised experience.
The Communication Service Providers (CSPs) are at the centre of this transformation and they are now forced to focus their efforts and investments on developing the capabilities to sell across different customer touchpoints while transforming their operating model to provide seamless customer experience.
In addition, the complexity and cost of these new channels and services have made delivering a consistent experience even more complicated. New digital channels and services have increased the potential risks along the path-to-purchase, resulting in negative experiences for the customer.
Customizing customer experience
Creating an omni-channel platform to deliver a positive customer experience is vital for ensuring new growth opportunities. This has become even more important in this digital era, mainly driven by OTT players and technology-led competitors who are filling the gap they spot in the market.
To redefine customer experience, CSPs need to map the different ways customers connect with their brand and build the required capabilities aligning their resources accordingly. CSPs also need to get actionable insights about their customers. The conventional research tools are no longer capable of addressing this requirement.
In addition to traditional customer insight methods, CSPs need to use advanced and user-friendly analytical tools to gather the right data about individual customers and interpret it in near real time to resolve customer pain points without any delay. To build a long-lasting relationship with customers, in addition to addressing customer requirements or understanding their expectations, CSPs should also gain their trust by providing personalised experience based on their requirement and usage pattern.
A strong customer experience can not only lead to stronger financial performance but also form the basis for competitive differentiation. Successfully differentiating the brand in terms of products and end-user experience can have a positive impact on a company’s bottom line with higher conversion rates and increased customer loyalty.
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