The AI Opportunity for Better Telco CX
Why is there such a big gap between the strategic narrative and operating reality in telcos?
Starhub’s Quad-Play Reality Check
Starhub, a self-proclaimed quad-play operator, struggles to combine two plays in its customer experience. Recently, I encountered a billing issue involving both mobile and TV services. The call center’s response? “Dear Sir, I am from the mobile department, I cannot help you with the TV package change.” This fragmented service approach leaves customers frustrated and highlights a significant disconnect in their CX strategy.
The Misguided Customer Satisfaction Survey
Following my interaction with the call center, I received a survey asking me to rate my “wonderful” experience with the agent, who urged, “Please give me a good rating, not the company.” This shows a clear flaw in the process: an automated survey lacking context. A basic AI tool could have identified this as a detractor-level conversation, but the current system failed to capture the nuance.
The Roaming and eSIM Dilemma
My challenges didn’t end there. When my roaming service didn’t work, I switched to another telco’s eSIM, only to discover similar issues. Circles Life required me to download an extra app, Jetpac, which offered a $1 promo with no clear activation status. As a result, I downloaded it twice and lost the promo. This scenario underscores a recurring theme: telcos often prioritize commercial interests over customer experience.
The Path Forward: Leveraging AI for Better CX
Instead of making customers choose the least bad option, telcos should leverage AI to bridge the gap between their strategic narratives and operating realities. Here are key actions they can take:
- Integrate Services for Seamless CX:Telcos need to ensure that their various services (mobile, TV, internet, etc.) are integrated, allowing customers to resolve issues across multiple platforms through a single interaction. This integration would enhance the customer experience by providing a unified and cohesive service approach.
- Implement AI for Customer Interaction Analysis:AI can play a crucial role in understanding and improving customer interactions. By analyzing conversations and feedback, AI tools can identify pain points and detractor-level experiences in real-time. This enables proactive issue resolution and enhances overall customer satisfaction.
- Ensure Clear Communication and Transparency:Telcos must prioritize clear communication and transparency in their offers and services. This includes providing straightforward activation instructions for promotions and ensuring that customers are fully informed about the status of their services. Transparent communication builds trust and reduces frustration.
- Personalization using AI: There is immense opportunity to provide personalized offers that are relevant and based on usage patterns and other attributes of the user ,
Examples of Successful AI Integration in Telcos
- Vodafone’s AI-Powered Customer Service:Vodafone has implemented an AI-powered chatbot named TOBi, designed to handle customer queries and provide instant support. TOBi can assist with various issues, from billing inquiries to technical support, significantly reducing wait times and improving customer satisfaction. The chatbot uses natural language processing (NLP) to understand customer queries and provide relevant solutions, ensuring a seamless and efficient experience.
- Telefonica’s AI-Driven Network Optimization:Telefonica uses AI to optimize its network performance and predict potential issues before they affect customers. By analyzing vast amounts of data from their network, AI algorithms can identify patterns and anomalies, enabling proactive maintenance and reducing downtime. This proactive approach ensures a more reliable service for customers, enhancing their overall experience.
- AT&T’s Personalized Customer Experience:AT&T leverages AI to deliver personalized experiences to its customers. By analyzing customer data, AI algorithms can tailor recommendations and offers based on individual preferences and usage patterns. This personalization extends to customer support, where AI assists agents in providing relevant and timely solutions, improving the overall efficiency and satisfaction of customer interactions.
Conclusion
The AI opportunity for better telco CX is immense. By integrating services, utilizing AI to understand and improve interactions, and ensuring clear communication, telcos can transform their customer experience. It’s time for telcos to move beyond just meeting strategic narratives and start delivering on them.
The successful examples of Vodafone, Telefonica, and AT&T show that it is possible to leverage AI effectively to enhance customer experiences. By following these best practices, telcos can bridge the gap between strategy and reality, creating a more satisfying and seamless experience for their customers.
Share your thoughts on how telcos can leverage AI for better CX!
