Picture executives at the biggest communications service providers with their fingers plugging their ears, trying not to hear that their customers are unhappy, both with the actual service consumed via the network and the customer service they receive when they interact with their CSP. Why is that the case?
It’s because the pressures to do more with less is increasing month by month, traditional and non-traditional competition is increasing rapidly and customers’ expectations are sky-rocketing as more and more of them share experiences and they apply standards from one service area to providers in another (e.g. Genius bar in an Apple store vs. tech support call centre for a pay TV company.)
Unfortunately, the writing is on the wall – and the net. In fact, the recently published American Customer Satisfaction Index (ACSI) report shows that Pay TV providers in the US are at the bottom of the pile, one place above ISPs and way behind many other industries such as credit unions, CPG companies and even life insurance providers.
Looking at the details, there are common threads that run through those categories that could be combined and labelled as CSPs. Satisfaction with the CSP web site and with the service provided by the call centre is down from 2013 to 2014 across Pay TV, ISP, fixed-line phone and mobile service providers. Some of that might be explained by the fact that customer expectation is higher in terms of what can be done with web self-service. Even so, the reality is that it is imperative that CSPs find ways to satisfy customer intentions and meet their own business objectives simultaneously.
Dynamic case management should be the cornerstone of how they do that. That means having the capability to manage individual interaction cases, long running service cases and internal service requests and orders. Being able to manage these types of cases across any front-end channel and across many systems of record is vital if CSPs are to make any progress up the ladder of satisfaction. These problems are magnified for any CSPs in the process of merging with other providers – such as Vodafone/Kabel Deutschland, AT&T/Direct TV, Comcast/TimeWarner Cable.
We’re seeing significant interest in service case management to transform customer experience at several customers, already. In fact, Telstra, Vodafone and Orange Business Services will share their stories at PegaWORLD 2014. We’re confident that interest will only increase – as CSPs who don’t adopt this approach run the risk of being left behind the competition.
You can view a complimentary copy of The Forrester Wave™: Dynamic Case Management, Q1 2014, which outlines critical case management capabilities that will help enterprises tackle increasing volumes of varied and unstructured work.