The always evolving, increasingly competitive telephony marketplace demands effective service, support and customer interaction solutions. All segments within this space, including voice, mobile, video, ISP etc., must make use of the highest levels of customer service and support to drive satisfaction among its subscriber base, while also leveraging business intelligence for potential up-sell, cross-sell and marketing opportunities.
Companies need contact center software to collaborate with UC technology and connect across the enterprise.
A recent article in GC CRM focused on the competitive intensity in the current telephony market. Companies are leveraging contact center software to try and overcome specific market challenges, including the concern over customer churn. This is especially true in the mobile telecom space. According to a survey completed by Pitney Bowes Group 1, this area has an annual churn rate of 38.4 percent, the highest of any industry.
A telephony provider, whether they leverage contact center software or not, faces a cost of more than $200 to acquire a single customer. If that customer is lost, the company loses about a year’s worth of revenue from the customer, as well as the replacement cost of $200 or more for another customer.
How do you reduce this churn and the associated cost?
The main focus should be on the total customer experience. The treatment a customer receives is easily the most important differentiator for any telephony provider. Rates and services are too similar and regulated to be used as the key to competitive advantage. True differentiation is not just in how the customer is treated, but also in how the customer perceives that treatment.
Zeacom is one company with a positive track record of enabling telephony solutions providers to make optimal use of their time while interacting with customers. The company offers proven contact center software that provides the roadmap for staff utilization while delivering the exceptional customer experience.
“Zeacom helped us make our existing staff more productive. In these tough economic times, it is essential that you have the tools to fully utilize the staff you have and to make the best use of their time. With Zeacom (News - Alert), we were able to avoid the cost of hiring additional staff,” said Mike Gorzik, Fidelity Communications.
According to the GC CRM report, Sri Lankan telco, Dialog Telkom (DT) demonstrates the optimal approach to customer service as they actually plan and provide the types of programs, tools, services and experiences that each customer would need to personalize their experience with the company.
To accomplish this type of experience creation, the company has to have an overriding customer-focused mission or vision for the company. Sandra De Zoysa, Group Chief Customer Officer of DT shared that the company is interested in heart and mind share before wallet share. This is a key differentiator as the company engages and interacts with customers to drive market share as a byproduct of customer interactions.
When contact center software, such as the Zeacom Communications Center, can lay the foundation for telcos, VoIP, cable, IPTV (News - Alert), ISP and mobile operators to optimize interactions and create satisfying experiences for subscribers, they will reap the benefits of customer-centric differentiation in a competitive market.
Susan J. Campbell is a contributing editor for TMCnet and has also written for eastbiz.com. To read more of Susan’s articles, please visit her columnist page.
Edited by John Lahtinen