Chapter 01
The silo situation
Stop playing hide-and-seek with data
(Time to read: 2.5 mins)
As the rise of 5G makes connectivity more of a common luxury and major tech companies sprint to offer intuitive, digital-led services, the telecoms industry is experiencing a pivotal, “make or break” moment in history. Companies need to get wise about how they’re using data, or risk losing to competitors in the race for customer retention.
The competition to connect in telecoms CX
Giants like Microsoft, Google, Alphabet, Apple and Meta are clamoring to offer alternative messaging, voice calls and video content access. Low Earth orbit (LEO) satellite (ones that orbit 160-2000 km above Earth) companies and fixed wireless providers compete in internet access, while Mobile Virtual Network Operators (MVNOs), also known as low-cost telcos, advance as resellers.1
Things like aggressive pricing, increased levels of promotions and service plan discounts, along with bundled premium content offerings, are posing threats to traditional telcos.
All this said, one thing is clear: competition is more heated than ever, and customer experience could be the hallmark competitive differentiator.
The problem? Despite the ability to acquire a hefty amount of data related to their customer base, telcos and internet service providers have historically had some of the lowest NPS and customer satisfaction scores.
Why is this? Where does all that data go? The details are in the data.
1 Verizon, “2023 financial report,” verizon.com.
Data silos are hindering CX evolution
In the telecoms industry, data silos have become a significant barrier to delivering exceptional CX. These silos occur when information is isolated within departments or systems, leading to fragmented insights and a lack of cohesive strategies across the organization.
This results in missed opportunities for understanding customer behavior, preferences and pain points. Consequently, telecom companies struggle to provide personalized services, leading to customer dissatisfaction and churn.
Customer experience should not just exist in the contact center
Data sharing is a critical key to improved customer experiences and operations across the board. In general, organizations need to shift their mindset that CX starts and ends in the contact center. It should be a company-wide effort to establish positive, meaningful connections with customers. This effort begins with data. To break down silos, telecom leaders should:
1. Conduct a data audit
Assess existing data flows and identify where silos exist. This includes evaluating the systems and processes that manage customer data across departments.
2. Promote a data-driven culture
Encourage collaboration between departments by supporting an environment where data sharing is valued. Set clear expectations for transparency and communication regarding customer insights.
3. Integrate systems and tools
Integrate software solutions that enable seamless access to customer data across departments. This may involve adopting CRM systems or data management platforms that centralize information.
4. Leverage AI and analytics
Implement AI-driven analytics tools that can consolidate data from various sources, providing comprehensive insights into customer behavior. These tools can identify patterns, predict customer needs and facilitate personalized experiences.
5. Establish cross-functional teams
Create teams that include members from various departments to collaboratively address CX challenges. This promotes open communication and ensures that all perspectives are considered in decision-making.
Key takeaways
Consider re-framing your POV on customer experience existing only in the contact center to establish a more unified organization.
Identify silos by looking for inconsistent customer information, limited access, disparate tools and feedback gaps.
Break down silos with a data-driven culture, integrated systems and collaboration across departments.
Leverage AI and analytics, which will help you gain comprehensive insights and enhance customer experiences.
Wired for success: Dialing into telecoms CX
