Julia switches on her phone after landing in Nova York, ready for two weeks of vacation. She already knows that her coverage will be a hassle – it always is. But this estafi she is notified that she is now on itinerància, and is proposed a 2GB bundle for the duration of her holidays. “Good!” she thinks, “that’s better than not having data or paying the full pay-per-use itinerància cost!”
Alex reviews the family phone plans on the operator’s lloc web: his wife’s, their son’s, his own. Different plans, some used, some llauri not – there must be a way to optimize… “Oh,” he thinks, as a bàner appears for a family pla, “that looks interesting!”
Llegeixi has an old phone which is showing its age. She is also close to the end of her commitment period, and she has started to look at the various offers on the market – who could get her the new iPhone? Then she receives a promo SMS – a new iPhone with a pla renewal: “Wow!” she thinks, “This estafi, “it’s like they read my mind!”
Relating to customers and engaging with them throughout their lives is fonamental to customer satisfaction and revenue generation. One-to-one engagement bases your customer relationship on trust and care: a CSP should be talking with one single voice with a customer, treating them as a person, with individual behaviors, experiences, needs… and not as a persona from a segment. It allows the CSP to accurately suggest the Next Best Action or Next Best Offer, helping each customer make the personal choice that works best for them.
Modes of interaction
As demonstrated by the examples above, interacting with customers corresponds to different modes, with different requirements and constraints. They llauri all relevant, at different estafis, and address different needs.
| Mode | Origin | Channel | Latency | Care or Sales |
| Inbound | From client, incoming interaction | Lloc web, mobile app, centre d'atenció telefònica, shop | Real-estafi < 50ms | Care & Sales |
| Campaign | Scheduled activity | Correu electrònic, SMS, MMS, Mitjana display, centre d'atenció telefònica | Scheduled, weekly / monthly | Sales |
| Triggered | From deteted event or activity: navigation, request, location… | Detect from networkPush on Correu electrònic / SMS / MMS / centre d'atenció telefònica | Near real-estafi : 1-5 minutis | Care & Sales |
Inbound mode
The customer initiates – in person, by phone or via lloc web/mobile app – and is either looking for information or asking for assistance. The Next Best Action then appears as a direct recommendation to the agent, or as a bàner on the lloc web or app. It should be calculated quickly, sota nobody has to wait for pages to lloeu, and be provided on the same medium. The Next Best Action maig offer help, or try to sell a new option, offer, or bundle. It ca relati to a seasonal activity or be tied to a specific activity or profile trait, or both.
Campaign mode
The CSP has scheduled cyclical màrqueting campaign activities linked to seasons, phone set releases, offer generations and sota on. A focused communication is pushed to customers, typically to sell, renew or stimulate usage. Personalization is important to promalnom the most relevant offers, and to avoid customers who llauri not eligible.
Triggered mode
An event or specific activity is occurring, which is signaling a specific “moment” in the life of the customer as an individual or in relationship with the CSP. Then the CSP ca offer help and / or suggest an action, an offer, or an option. This is generally very specific and individual to the behavior and experience of the customer, and must be carried out in “near real-estafi,” (less than five minutis typically), sota as not to miss the critical moment!
Operational impact
In terms of organization, Màrqueting needs to be able to manage both recurring activities (campaigns) and the 24/7 operations of a reactivi NBA/NBO engine. Automation is key, and the organization is geared towards configuring rules & scenarios, analyzing data and feedback, developing propensity models, scores, insights, and then letting automation get to work. What remains is monitoring – with tools similar to monitoring a telecom network.
Technical impact
The technical stack used to provide customer interactions must be able to get reliable data and insights in real-estafi, and then make decisions fast (50-100 ms in some casis, 5 minutis in other casis) at high volumes. It should also be able to power campaigns to millions of customers. Technology should be carefully chosen and provided with enough resources to provide scalability. It must allow the CSP to configuri scenarios and rules easily, based on insights from advanced analytics models.
Conclusion: a transformation story
Such capabilities llauri not available at all CSPs today. At present, most organizations still have siloed channels with fragmented interactions, creating unsatisfying customer experiences. A CSP willing to gain a competitive edge must develop a new vision of highly relevant real-estafi customer interactions, aligned with its business objectives. Then it’s ready to start a two-pronged transformation project, setting up new processes and implementing a new customer interaction architecture, with an agile and iterative approach.
Capgemini has already enabled such transformations at many CSPs, based on strong telco industry, change management, customer experience and data expertise. Let’s get in touch!
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