Page 94 - SAMENA Trends - August 2020
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ARTICLE SAMENA TRENDS
ARTICLE
Re-defining Customer Experience Journey
Customer today expect a consistent and personalized
experience across all touchpoints. The need is for an
end-to-end customer experience solution with focus
on commerce and sales journeys. The solution needs
to drive a complete transformation of the customer
experience in order to keep up with the “always-
connected” customer.
WINNING CUSTOMERS OVER AGAIN AND AGAIN
The telecom industry is now in the state of hyper consumerism. There is a definite
shift from traditional service delivery and care to a new paradigm wherein the
customer is all powered to make his own choices making use of the latest technology
and obtaining services tailored for him / herself at the ease of his fingertips.
Krishnendu Sengupta The inability or limited ability to deliver this experience has had an immediate impact
VP and Head – CME Delivery (Middle in increase in customer churn. As a result, Telecom providers are forced to look at
retaining and maintaining customer bases with increased customer stickiness. The
East & Africa) price delivering services however has remained at par which has resulted in cost
pressures. While the industry has had a successful “customer first” management
approach for the last decade or so, customer needs and sentiments are changing
rapidly. To keep pace, operators must take large technological leaps. Fortunately,
with the growth in touch points, the opportunities to improve CX have also grown.
For operators determined to address CX at each moment of truth in the customer’s
journey, the rewards are ample and quick.
Sumallo Dasgupta
Transformation Partner, Middle East
94 AUGUST 2020
