Customer Journey Design for Guiding Communications Service Providers

Transcription

1 Customer Jourey Desig for Guidig Commuicatios Service Providers Abstract I the past, commuicatios service providers (CSPs) were focused o buildig ad ruig a superior ad ef ciet etwork with the ext priority beig telecom products that service providers sold. All this cotributed to a more product- ad etwork-cetric orgaizatio. Today, with a superior etwork ad excellet products, a strog focus o customers is essetial for success. May orgaizatios have embarked o a jourey to trasform from beig product- or etwork-cetric to customer-cetric orgaizatios. This paper offers a methodology for customer jourey desig, which ca act as a toolkit for CSPs to eable their trasformatio.

2 The Busy Commuicatios Highway I the commuicatios idustry, iteractios betwee customers ad service providers take place far more frequetly as compared to other sectors each time a cosumer uses a service, whether a call (voice, video, or data) is made or received over the service provider s etwork, or a TV chael is viewed. Moreover, customer expectatios for seamless service delivery at affordable rates are always o the rise. Therefore, it is critical for the commuicatios idustry to ehace customer experiece by desigig the right customer jourey durig each iteractio across the lifecycle. Customer jourey desig will help CSPs address several challeges, icludig: Icosistet experiece across the compay portfolio No-itegrated capabilities across multiple touch poits Low customer awareess of service impactig evets Ieffective miig of customer isights Explorig New Pathways i the Customer Jourey The customer jourey desig should esure that the customer is at the focal poit, ad articulate the desired customer behavior ad expectatios. This will provide critical iputs durig the desig of products, services, busiess processes, to esure a ehaced ad focused customer experiece. The ideal approach to customer jourey desig eeds to: De e Customer Lifecycle Stages: The customer lifecycle ecompasses the etire jourey applicable for all customers of a service provider. The typical lifecycle stages ecoutered are Need, Fid, Buy, Deliver, Start Usig, Pay, Report Failure, ad Modify or Termiate. By de ig them, CSPs are able to demarcate iteractio stages to a few major areas to target customer experiece improvemets. Gai Isights o Customer Experiece: This step ivolves gaiig a outside-i ad iside-out perspective o customer experiece across the de ed lifecycle stages from customers, employees of the service provider orgaizatio, ad through other sources. The outside-i perspective icludes gettig feedback directly from customers o various parameters. The iside-out perspective, o the other had,

3 is about gaiig isights from withi the service provider orgaizatio. Geerally, the outside-i ad iside-out perspectives coverge o certai areas for improvemet, however there ca be istaces where they diverge. A aalysis of covergece ad divergece helps preset a pragmatic view for decidig improvemet areas. Choreograph Customer Joureys: The customer jourey represets the path take by the customer withi a lifecycle stage or across lifecycle stages of procurig, usig, ad discotiuig the use of a product or service. The customer jourey should capture the start ad ed poits of the iteractio, the medium of iteractio (touch poits) ad the key stages of iteractio. The choreography of the customer jourey ivolves four key steps: 1. Idetify the customer group ad customer iteractio patter, ot just based o the reveue, but usig microsegmetatio to better desig the customer experiece. 2. Idetify the touch poits ad maagig each of them, the key to maitaiig cosistecy of customer experiece. 3. Choreograph a geeric jourey for each touch poit to uderstad existig joureys ad de e future joureys through that touch poit. 4. Choreograph the customer jourey for differet customer groups ad busiess activities, takig care to represet happy path scearios where processes are followed without ay exceptios, ad uhappy path scearios ivolvig processes with exceptios. De e Target Experiece: All customer isights ad each step withi the customer jourey are used to idetify elemets that improve the customer experiece. Two importat elemets of this phase are: 1. Idetify ad de e the target customer experiece of each jourey, which ca be coverted ito user stories (requiremets) that ca be addressed as part of the product, process, chael, ad orgaizatio chages. 2. Idetify ad de e customer-related commuicatio that eeds to be set to the customer as part of the customer jourey, as commuicatig the right iformatio at the right time goes a log way i improvig customer experiece.

4 De e Customer Experiece KPIs: The Net Promoter Score (NPS) provides a popular framework to measure customer experiece. However, it provides overall measuremet ad ot the split across lifecycle stages. Hece, it is importat to de e KPIs related to customer joureys coverig multiple lifecycle stages. Key steps ivolved i idetifyig ad de ig key performace idicators iclude: De e KPIs De e measuremet criteria De e exclusio criteria Idetify baselie measuremet Idetify target Create busiess requiremets The customer experiece KPIs the eed to be liked to lifecycle stages, joureys, ad touch poits. Establish Customer Experiece Goverace: This step ivolves establishig customer experiece goverace teams with clear roles, resposibilities, ad goverace processes focused o maagig customer experiece o a cotiuous basis. Goverace esures the customer experiece related KPIs are moitored, measured ad corrective actios are take if the targets are ot met. This will also esure that the customer jourey desigs are followed for ay chages to customer egagemet processes. Coclusio Commuicatios providers are icreasigly adoptig customer jourey desig to improve customer experiece ad are becomig more customer-cetric, drivig customer-focused operatios. Customer jourey desig helps depict ad capture importat iformatio that i ueces customer behavior ad hece customer experiece. It is a importat iput for desigig everythig that is related to customer egagemet, which ca either be the products ad services that the CSP sells how they sell, deliver, bill, ad serve or the uderlyig applicatios that support these processes.

5 About TCS' Busiess Uit For over three decades, TCS has worked with compaies i the Commuicatios idustry, helpig them develop world class solutios ad systems, simplify operatios, augmet etwork services, diversify ito ew markets, ad stay ahead of the competitio. Our solutios address the etire ladscape of telecom busiesses, ragig from greefield start-ups to large cable ad satellite compaies ad equipmet vedors. Our partership model leverages ready-to-deploy platform solutios, proprietary frameworks, ad solutio accelerators to eable our cliets to lauch ew products ad services quickly. TCS ivestmets i ext geeratio platforms, mobility solutios, capabilities, ad lab ifrastructure are aliged to address our cliets' key busiess imperatives of operatioal excellece, customer experiece, ad reveue ehacemet. We have helped eterprises ulock busiess value i the areas of Digital Chael ad Commerce, Customer Isights, Mobility Solutios, Hosted OSS/BSS (HOBS), IOT & M2M Platforms, Coected Device Maagemet, B2B Platform Ecosystem ad Services ad Network Abstractio layers. Cotact Visit TCS uit page for more iformatio global.telecom@tcs.com Subscribe to TCS White Papers TCS.com RSS: Feedburer: About Tata Cosultacy Services Ltd (TCS) Tata Cosultacy Services is a IT services, cosultig ad busiess solutios orgaizatio that delivers real results to global busiess, esurig a level of certaity o other firm ca match. TCS offers a cosultig-led, itegrated portfolio of IT ad IT-eabled, ifrastructure, egieerig ad assurace services. This is TM delivered through its uique Global Network Delivery Model, recogized as the bechmark of excellece i software developmet. A part of the Tata Group, Idia s largest idustrial coglomerate, TCS has a global footprit ad is listed o the Natioal Stock Exchage ad Bombay Stock Exchage i Idia. For more iformatio, visit us at All cotet / iformatio preset here is the exclusive property of Tata Cosultacy Services Limited (TCS). The cotet / iformatio cotaied here is correct at the time of publishig. No material from here may be copied, modified, reproduced, republished, uploaded, trasmitted, posted or distributed i ay form without prior writte permissio from TCS. Uauthorized use of the cotet / iformatio appearig here may violate copyright, trademark ad other applicable laws, ad could result i crimial or civil pealties. Copyright 2016 Tata Cosultacy Services Limited TCS Desig Services I M I 11 I 16