Is Omnichannel Important in Telecom Services?

Retailers have always sought to reach clients through various channels, as anyone who has ever used a catalog to order from a physical store will know.

In our “always on” world, with consumers constantly on the move, this “omnichannel” approach has taken on great significance in telecom strategy. Seamless ordering – including the ability to switch between channels such as telephone, social media, website and physical store – can not only help telecoms providers gain clients.

An omnichannel strategy telecom approach also helps build a loyal relationship between CSP and client.

The power of omnichannel architecture in telecom can be demonstrated by comparing two short scenarios, both involving relocation to a new country in order to take up a dream job. Of course, in such a situation you want internet, TV, and fixed and mobile phone lines so you can keep in touch with close ones back home and start your work

In the worst case scenario, Rapid Telecom can offer all this, so you fill in their online form and receive a message that you must go to their store to complete the order, requiring you to fill in another form. It’s a minor annoyance which escalates when your set-top box doesn’t arrive when it should, and you discover that Rapid Telecom has no automatic online trouble-ticketing system. So, it’s half an hour on the phone, and another trip to the store to fill in yet another form…

In the optimum scenario, you fill in the online form… and that’s it. Almost instantly you receive an order confirmation on your mobile phone app, and seconds later there’s a message to say your set-top box is ready for personal collection. What’s more, when you realize that you forgot to add the landline option and call the customer service desk, the representative is not only fully fluent with your order but also tells you how to make future modifications via your smartphone app, without any more form-filling.

Outcome aside (a satisfied new customer), there are several elements in the second scenario that are missing from the first. These are:

• Automation – once the order is in progress, the next steps take place without the need for further interaction
• Integration – in the store, on the phone, and via the app, everything is connected
• Customer care – automation and integration in real time mean the customer service representative has an instant, up to date, 360-degree view of the customer, and that, however the customer chooses to proceed with a transaction, their channel-hopping experience should be seamless.