• Liran Weiss

Digital Transformation Readiness (DTR) and Customer Touch Points

Understanding the survival-bound necessity of mobile operators to undergo a digital transformation to their services (Read Part one here https://bit.ly/DTR-Par1), we have to dive deeper and see these aspects of DTR under the hood.

Where do we meet digital services?

The answer is: at every customer touchpoint. A mobile operator has consistent integration points with any of his mobile users - called “Customer Touch Points”. These are events that occur on a cyclical basis, known in advance, right there waiting to be addressed. A mobile phone sale to a customer, an upgrade, a mobile insurance plan, malfunction repair call, help desk queries, device diagnostics… All of these and more are Customer TouchPoints, events representing opportunities to engage the customer with attention, NPS increasing opportunities or monetary up-sale offers.

Each of these TouchPoints is a moment in time that could be maximized in terms of benefit both to the user and the operator, if only the operator has access to the necessary data and the IT infrastructure to act on that data with intelligent insights. A repair visit in the operator store should provide transparency to all the problem journey the user had before he entered the store. The person attending to the customer should not start from zero but be a direct continuation of the previous attempt of the user to solve the issue.

“Hi John” says the rep. “I can see that you tried to solve the Wi-Fi issue this morning with the on-device diagnostics app and you later spoke with Jeff from our call-center, so if you are here now it means we did not solve the issue for you until now. so let's take it from here and see what we can do.” - this narrative is worth money to the operator. It provides an experience of care in a situation of frustration and anger. It shows the operator is not blind to the needs of his customers and does not take him through the entire story, again and again, each time the user goes further into the service journey until resolution of his issues. To enable such service levels, the operator must have both the mindset and IT to support the information flow and its related actions. A high level of DTR is key to enable this scenario.

All Customer Touch Points should be interconnected to one data repository that follows the mobile users’ lifecycles with each particular device and hand-holds the user through the process.

THIS is the level of readiness required under the hood.

This is DTR, but just one example out of many.

This piece is the second part of a series of articles on Digital Transformation Readiness, and how can it be used to plan and execute for success.

Stay tuned for more, follow us on our LinkedIn page: https://www.linkedin.com/company/mce-systems

Read more about DTR here