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Four Ways Cable Operators Can Boost the Customer Experience

By Mae Kowalke, TMCnet Contributor

The customer experience has always mattered, but its importance has grown in recent years. This has been driven by increased global competition, including the almost instant availability of alternations, and the rising expectations by fickle and informed consumer. Yet, cable operators have a long way to travel if they want to deliver the customer experience (CX) that consumers demand.

The Temkin Group’s Q3 2014 survey of 10,000 US consumers’ opinions about goods and services registered the lowest ranking average Net Promoter Score (NPS) for pay TV providers, a telling statistic. Internet service providers did almost as poorly, coming in only one position higher.

“As technology innovations drive shifts in consumer behavior and open new service opportunities, operators must start eliminating pain points,” stressed Alcatel-Lucent’s Nicholas Cadwgan in a recent TechZine article, Cable MSOs transform the customer experience. “This includes any obstacles that will impede their ability to launch and provide adequate care and quality assurance for those services.”

Cadwgan lays out four customer experience management (CEM) areas that cable operators should focus on.

The Evolution of Customer Experience Management: From scoring net promoters to customer effort

By:  Greg Owens, Senior Director, Global Marketing, Motive CEM Solutions, Alcatel-Lucent

I just returned from a Customer Experience Management (CEM) event in London. After attending the same event in January 2014, I reported that I was struck by how pervasive customer experience had become within the world of telecoms. Well, a year has not changed that. In fact, I no longer feel compelled to extol the virtues of focusing on customer experience. There is no doubt: CSPs are intent on improving customer satisfaction and on making it a key focus of their businesses. Many of the CSP-led presentations showed examples of mission and vision statements that place the customer smack-dab in the crosshairs.

So what has changed in twelve months? Here are some highlights, for me, of some great presentations and scintillating conversations that took place over the course of three days in the shadow of Westminster.

Helping Customers Help Themselves: The Era of Self-Service

By: Jessica Verbruggen, Integrated Marketing Assistant at Alcatel-Lucent Motive

While the Internet and all of the technologies that have stemmed from its creation have served to make our lives easier in many ways, they can also be very confusing and frustrating at times. In these times, people have traditionally turned to call centers to get customer support. In today’s increasingly digitized world though, fewer people are relying on this form of assisted service. Contacting a call center tends to be time consuming and, often times, frustrating. Traditional customer support is not very well-suited to handling the millions of very specific questions that arise during device usage every day. Enter mobile self-service.

There are few areas of our economy today that haven't been touched by the growing self-service industry. Many, it seems, prefer to resolve their issues themselves. People relish the ability to “do it themselves” because it affords them a certain level of control over their devices and services that was previously not attainable.

The New Facet of Customer Experience Management - Field Service 2.0

By: Rhodo Odysseos, Product/Solution Marketing, Alcatel-Lucent, and Jess Verbruggen, Motive Integrated Marketing Assistant, Alcatel-Lucent

Traditionally, communications service providers (CSPs) have treated the field service aspect of their organization as a cost center. Field technicians engaged in maintenance activities were simply a part of the cost of doing business.  More recently, the communications industry in general and the field service arena in particular, has been disrupted by immense changes in the customer profile, service expectations, and behaviors.

Field service is often the only face of the company that a customer will ever see, so it’s not a surprise that CSPs are striving to make a positive impact on customers in this realm. Achieving full potential in field service saves CSPs a lot of time and money. Productivity and efficiency reviews targeted at field service operations, done correctly, can reinforce other areas of the business by increasing customer satisfaction and improving safety and quality. 

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