A Look At The Opportunity For Customer Service Automation In Telecom
Customer service in telecom remains one of the worst in any industry. Can it be helped by better leveraging customer service automation?
According to the American Customer Satisfaction Survey, customer satisfaction with subscription television service peaked in 2013 at a score of 68 on the American Customer Satisfaction Index’s 100-point scale. Since then, it has wavered. The industry is now stagnant at an ACSI score of 62, tied with internet service providers for the last place among all industries tracked by the ACSI.”1
This boils down to a high volume of incidences, inconsistency across channels and issues, and long resolution times. Artificial Intelligence (AI) is the best and most scalable means for telecom companies to provide the support that customers demand today.
The Telecom Customer Support Landscape
Every month, I get an automated alert from my phone carrier letting me know my credit card is being charged. If I respond to the text message with a related question – say why it’s higher this month than last – crickets. I never get a response.
And it’s not something specific to me. While telecom companies are trying to provide good customer experiences and have put it at the top of their strategies, customers like me still feel frustrated. The sheer thought of having to call my phone carrier with a billing question or my broadband provider when I have a connectivity issue makes me want to shudder.
So why is it so hard for telecom companies to provide a positive customer experience?
Volume and Reach
If you look at the top ten searches related to customer service on Google, five are telecom companies.
You did not read this wrong. 919,000 people try to understand what’s wrong with their Verizon service every month in the US.
Telecom customer service queries make up over 78% of the top five customer service queries and 63% of the top 10.
Whether it’s issues related to billing, being charged for a service a customer never signed up for, service issues, installation requests, or collecting personal information, telecom companies are inundated with customer needs. What’s more, support is now expected on an increasing number of channels. Customer service chatbots are now expected to work over email support, social, chat, and voice.
Fragmentation is Frustrating
Great segmentation within the business also leads to poor customer service. Customers interact with different business groups. This leads to inconsistency, fragmentation, and frustration. For instance, a person is often asked to provide contact information multiple times as they get passed around to the right department. Also, the tone of employees that your customers interact with varies greatly. In contrast, the sales process is enjoyable and fast. When a customer wants to cancel their contract or make changes to an account, it’s slow and frustrating.
Providing a seamless, consistent experience is fundamental to high customer satisfaction (CSAT).
The Risk Of Poor Telecom Customer Service Has Never Been Higher
Providing a positive customer experience is tied directly to customer retention. A McKinsey + Company’s Report found that satisfied customers are 80% more likely than unsatisfied customers to renew their policies 2.
Consumers overwhelmingly don’t have an emotional connection to telecom companies. To your customer, there’s little differentiation in service, quality or price.
The cost to switch to another provider is lower than ever, and there are more competition and choice today. Just consider the rise of cord-cutting, as cable providers lose a staggering 14,000 customers per day 3. WeChat and others are also emerging as competitive alternatives to SMS customer service. Customers are not afraid to look for alternatives.
Customer Service is the Key
With this convergence of factors, customer service excellence is what can get someone to stick around. According to PWC, “even when people love a company or product, 59% will walk away after several bad experiences, 17% after just one bad experience4.”
If getting in touch with a company is frustrating or if customers are not treated nicely, they will churn. A competitively-priced alternative is a click away.
How Automation in Telecom Can Drive Higher CSAT
The average wait time to reach a call center agent for a telecom company is 5 minutes. Only 44% of operators offer web chat as a support option. When you hear stats like these, it makes sense that telecom is failing at customer service 5. Our society expects effortless, on-demand, and personalized experiences.
Incorporating AI for customer experience into the workforce can help resolve over 50% of customer service issues instantly. Think about high-volume, mundane and repetitive queries. These can be eliminated from your human agent’s workflow so they can resolve high-touch and complex issues faster. Examples of Telecom workflows that can be delegated to AI include:
- Top-up or recharge: Enable customers to replenish mobile account data instantly.
- Modify plans: Whether it’s adding a line, changing plans or adding roaming for an upcoming international trip, AI connects in real-time to back-end systems to close tickets.
- Incentives to churning customers: Only 28% of telecom companies offer an incentive to avoid churning 5. An AI Agent identifies which churning customers are high-value and worth the cost of an incentive. The AI Agent offers a promotion at the initial termination request.
- Account termination: A customer terminates a contract, AI easily communicates with the customer and makes updates on the back-end. There’s no delay in completing a request. The relationship ends on a positive note.
- Billing questions: A customer has a question on a new charge or why the amount changed from month-to-month. An AI Agent either responds immediately or gathers necessary data before elevating to human agents.
- Network issues: An AI Agent reactively gives updates to a customer about an issue or proactively lets someone know about planned service and outages.
- Delivery fulfillment: Conversational AI agents keep customers updated on the status of new hardware or parts.
- Product / Service research: For prospective customers, an AI Agent guides a customer through the discovery and research process. It helps people compare plans. A Virtual agent drives profitability through up-selling.
- Reduce truck roll: AI Agents help customers help themselves. They can help troubleshoot issues, activate a SIM card or reconfigure equipment.
We Are Data Addicts
Whether we’re streaming TV or reading the news on the go, we’re consuming data 24/7. Telecom companies provide services that are fundamental to our lives. We expect swift resolutions when there’s an issue. Negative customer experiences boost churn and can cause brand degradation over time. Positive customer experiences can keep customers around.
Customer service automation empowers telecom companies to put the experience of their consumers first. Let us show you how quickly we can launch a powerful support organization run by human and machine intelligence. Schedule a demo.
- American Customer Satisfaction Index: https://www.theacsi.org/news-and-resources/customer-satisfaction-reports/reports-2019/acsi-telecommunications-report-2018-2019/acsi-telecommunications-report-2018-2019-download
- McKinsey & Company: Customer Experience – New Capabilities, New audiences, New Opportunities https://www.mckinsey.com/~/media/mckinsey/featured%20insights/Customer%20Experience/CX%20Compendium%202017/Customer-experience-compendium-July-2017.ashx
- BGR: Cord Cutting Statistics 2019 https://bgr.com/2019/05/09/cord-cutting-statistics-2019/
- PWC: Experience is everything. Get it right. https://www.pwc.com/us/en/services/consulting/library/consumer-intelligence-series/future-of-customer-experience.html?
- KPMG: Still Searching for a Better Customer Experience https://assets.kpmg/content/dam/kpmg/xx/pdf/2017/07/searching-for-a-better-customer-web.pdf//