BT Global Services recently announced that it has improved its leadership in the Gartner Magic Quadrant for Communications Outsourcing and Professional Services. The organization finds itself competing with a wide variety of vendors in the same report – IT service providers, traditional outsourcing companies, business process outsourcers and systems integrators.
That range of service providers in some ways reflects the requirements demanded by enterprise customers to satisfy all their needs. B2B customers revealed in recent market research that they expect customised ICT service offerings and personalised customer experiences from a single service provider as they consider where to spend their combined IT and communications budgets.
However, providing one-to-one service solutions is not as simple as giving an à la carte menu to their procurement counterparts. Enterprises, especially the largest ones, are demanding combinations of core communications services and IT services, real-world and digital services, CSP-owned and third-party services. How do you provide all that while ensuring that you can sell them accurately, provision them against plan, and deliver against stringent SLAs and high customer service expectations?
Adding to this challenge, the competition is multi-dimensional in terms of services that they offer, and scope and scale of delivery. The frontline staff of the successful CSP must be flexible in meeting customer needs, but their organizations must provide them with guard rails and audit capabilities to ensure that exposure to unnecessary risk is minimal.
Here are the top 5 must-haves that CSPs need:
- 1. Fast and Efficient Quoting System: Front line sales and service personnel need to assess needs, create proposals and capture orders through whichever channel is appropriate.
- 2. Flexible Order Fulfilment Orchestration System: Product managers need to define new offerings in the technical catalogue including dependencies and provisioning flows without needing IT resource to do it.
- 3. Automatic Order to Provisioning: Large and complex B2B orders need to be fulfilled automatically as far as is possible. That will speed fulfilment, reduce resource requirements and costs and increase customer satisfaction and lifetime value.
- 4. Point-in-time, end to end visibility: Successful CSPs need to see exactly where each order is at any point in time, know what happens next and make changes as requested by the client, even if that means backing out fulfilment tasks already completed.
- 5. Complete view and reach across silos for service delivery and assurance: CSP service agents, sales people, channel partners and even customers need to cut across system and organisation complexity, and they need technology that enables consistent and appropriate actions at every interaction.
CSPs are in prime position when it comes to competing for the enterprise ICT services business. They have strong brand equity and rich heritage in providing reliable and robust network services, and they have solid foundations of billing and customer service expertise. However, they have to move outside their core services to deliver customised offerings consistently with tailored customer service matching the brand and sales promises. If not, other large, very attractive fish in the enterprise sea will fill this gap.
You can download the Enterprise ICT Spending Preferences & Needs Report to discover how you should be managing your enterprise customer relationships and monetizing services in this increasingly competitive environment.