Background

● In 2015, three out of the UK’s five worst brands for customer service were

telcos

● Also in 2015, half of the telcos featured in the US business Wireline satisfaction study were deemed to have a below average customer service offering

● In 2014, 84% of respondents to eConsultancy and Adobe survey ‘Digital Marketing in the Telecom Sector’ said that they intended to increase their budgets for digital marketing tech over the next year.

● Investments have been made. But they haven’t grounded telcos in the reality of a digital world in 2016.

Telcos have sold the dream of a digital world to billions of people, but they are being threatened by their outdated approach to the provision of online

contact channels

Research

A lack of appropriate digital development is harming online conversion and is having a negative impact on the customer experience.

Research setup

● Identify the major US & European telcos (54 total)

●Assess when, where and when they offer contact channels to online visitors

●Determine how they’re using online trackers

●Research conducted in March 2016

Results

● Too much traffic is being driven to the call center

● The customer’s online journey isn’t used

● Visitors with customer service issues need better assistance

● Visitors who are looking to buy need better assistance

● Telcos need to offer channels more proactively and selectively

Too much traffic is being driven to the call center

39% of telcos display a phone number on their homepage

The problem

● Every visitor is encouraged to phone into the call center

● It’s impossible to know why a customer is on a website if they haven’t clicked on anything

● Not every visitor needs to phone into the call center

● Unnecessary load in the call center, frustrating customers and leading to abandonment

The customer’s online journey doesn’t count

The problem:

● There are 18 trackers on the average telco website

● These trackers are not being used relay information in real-time to agents in the call center

● Telcos aren’t learning from their data

● Data should be used to tell agents why each caller from online is reaching out

● Callers shouldn’t be forced to repeat steps already taken during their online journey

Of the 56% of companies with a phone number in the order flow, only 6% connect the visitor directly with an employee

Visitors with customer service issues need better assistance

59% of telcos have a smart FAQ

The problem:

● While the fact that the majority of telcos have a smart FAQ is encouraging...

● Not enough online visitors are being driven to use them

● Call-in is the most prominent channel for 57% of all telcos

● Visitors with service issues should be encouraged to self-serve online, instead of trapping themselves in the sales funnel

Visitors who are looking to buy need better assistance

29% of customers are in the funnel after 1 click

The problem:

● 39% of telcos offer chat to help visitors to buy

● Chat is not the best support option for all customers

● Visitors frustration: they need to wait until a chat agent to become available after they have been offered chat. In many other cases the chat functionality appeared to be permanently offline

● Telcos aren’t identifying which channel best suits the needs of each individual visitor

Telcos need to offer contact channels more proactively

The problem:

● The majority of contact channels are static

● The visitor needs to seek out and engage with contact channels in order for them to be used

● Telcos aren’t learning from their data to anticipate user needs

● Very little intelligent determination of visitor intent

Only 12% of all channels offered on telco websites are proactive

What needs to change?

● Telcos need to make better use of the data that they are already gathering

● Contact center technologies need to be able to communicate with each other in order to deliver an optimum customer experience

● Telcos need to stop working in silos

● The customer’s purchase journey needs to be consistent across both online and offline channels

● Data needs to be used to deliver personalized online experiences

About Now Interact

Now Interact’s Predictive Intelligence solutions help businesses to optimize the performance of their contact channels

● We ensure that online visitors are automatically served the channels most aligned with their needs

● Our Predictive Intelligence is proven to increase sales and improve the customer experience

● Uniquely bridge the gap between online and the call center

Thank youNeed more information? Get in touch.

hello@nowinteract.com