Chapter 03
Connecting the dots
Use analytics like a crystal ball
(Time to read: 2.5 mins)
Enhance CX by seeing things from your customer’s POV
As telecom leaders make CX a key focus moving forward, they’re mapping out the customer journey — and for good reason. Customer journey mapping is a key piece to improving overall CX, which can help telcos increase revenue and dramatically improve their bottom line.4
Telcos digital transformation objectives5 (ranked by extreme importance)
Enhance security and protect against cybersecurity threats
Increase revenues
Enhance customer experience
Strengthen our competitive position
Improve the agility of our business operations
Meet compliance or regulatory requirements
Reduce costs and become more cost-efficient
Support progress of our sustainability targets
Move into adjacent markets and/or businesses
4 Forrester, “US CX Index 2023 results,” forrester.com.
5 GSMA intelligence, "Enterprise in focus: Global digital transformation survey 2024."
Customer journey mapping connects the dots
So why does customer journey mapping work? By visually representing the various touchpoints and interactions customers have with the brand, organizations can see things from a bird's-eye view. Understanding each part of this journey is crucial, as it allows companies to identify pain points, areas for improvement and opportunities for engagement.
Mapping the customer journey provides a comprehensive view of how customers interact with the brand at every stage — from initial awareness and consideration to purchase and post-purchase support.
This understanding allows telecom leaders to look into their “crystal ball” and predict certain customer behaviors and interests and then tailor their services and communications to those interests, ensuring that customers receive consistent and relevant experiences. Not to mention, this capability helps organizations anticipate needs and respond proactively, ultimately strengthening relationships and increasing customer loyalty.
Case study
Driving world-class customer retention for a major U.K. mobile and broadband company
customers saved
revenue retention rate
The situation
As the preferred CX partner for one of the U.K.’s largest mobile network and broadband providers for more than 16 years, our mission at Foundever was to attract new business for the client while retaining and increasing the lifetime customer value.
The result
With a data-led strategy built on CX analytics, Foundever implemented a new customer-centric strategy to engage and retain at-risk customers while maintaining CSAT above 80% and achieving an 85% rating for friendly, helpful service.
Use analytics like a crystal ball
AI and analytics serve as powerful tools for predicting customer inquiries and issues, allowing telecom companies to stay one step ahead. By analyzing historical data and customer behavior patterns, organizations can identify trends and forecast potential problems before they escalate.
For example, if a particular service issue is continuously popping up, analytics can alert teams to address it proactively, reducing customer frustration and enhancing satisfaction. Along with predicting inquiries, AI and analytics can be used to personalize customer interactions.
Get personal by identifying the patterns
By collecting data on customer preferences and behaviors, telecom companies can deliver tailored recommendations and targeted communications. For instance, if a customer frequently uses a specific telco service, they may benefit from personalized offers or upgrades relevant to their usage patterns. This level of personalization not only improves the customer experience but also drives engagement and retention.
Monitor the progress of CX strategies
Not to mention, utilizing analytics enables telcos to monitor and evaluate the effectiveness of their CX initiatives. By continuously analyzing customer feedback and engagement metrics, they can make data-driven decisions to optimize their services and strategies. This iterative process ensures that organizations remain responsive to changing customer needs and preferences.
Key takeaways
Lean into customer journey mapping to understand the entire customer experience, identify pain points and uncover opportunities for improvement.
Personalize your services and communications to your customers by gaining a comprehensive view of the customer journey.
Predict customer inquiries with AI and analytics, which can analyze historical data and identify trends, allowing for proactive resolution.
Enhance engagement and drive customer loyalty with more personalized customer interactions based on data insights, and make sure to continuously monitor them.
Wired for success: Dialing into telecoms CX
