The Foundations Of Zero-Touch Customer Service - STREAM 3: Digital Service Channels And Tools

Telco customers have become increasingly familiar and comfortable with digital channels over the past decade, with research showing they are received positively by customers[1]. Self-service apps have become ubiquitous for account-related issues, and now offer the potential to expand seamlessly into comprehensive customer service tools.

Furthermore a range of more sophisticated digital channels such as peer-to-peer forums and AI-powered chatbots are also gaining ground. From their start as simple information search tools, they are rapidly increasing in power and scope. And Ericsson’s recent research suggests that consumers will expect telecom service providers to move beyond chatbots and into intention detection, using AI to anticipate their needs and handle issues automatically.They envisage that digital channel options may be extended to include new ways of interacting, based on voice, gestures, and augmented or even virtual reality to offer more meaningful, accurate, and personalized interactions[2].

“The rules for customer loyalty are changing. In order to win new customers and retain existing customers, telecommunications companies have to adapt to new dynamics”, stated Christian Epp, Head of Global Sales Axiros. “Telecommunications companies raise the bar for customer service and the quality of the experience that comes with it. This in order to stand out from the competition and to defend the prices. Digitalization is accelerating this change and making improving customer service an urgent necessity.”

It is therefore possible to envisage how a suite of well-designed, highly effective, low-cost digital channels will be able to offer zero-touch service capability when combined with effective automated service quality management. 

Through API integration, AXTRACT and AXWIFI can power extensions to operators’ core apps or chatbots to offer comprehensive self-care on complex service quality issues.

As an alternative to data integration to existing systems, Axiros provides “white label” capability on self-service tools such as the AXTRACT / AXWIFI app so they can seamlessly complement operators’ existing portfolio of self-care solutions with minimal effort. 

With all the three streams covered now, we can evaluate what full automation will look like and what benefits will it bring. Stay connected here.

[1] “Higher satisfaction at lower costs: Digitizing customer care”, by: Francesco Banfi /// Boris Gbahoué /// Jeremy Schneider

[2] “The zero-touch customer experience”, Ericsson Consumer & IndustryLab, May 2018

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