Page 96 - SAMENA Trends - February-March 2021
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ARTICLE SAMENA TRENDS
ARTICLE
Digital Customer Care Index 2021
Success Factors for Becoming a Truly Customer-centric Company
Digitalization has profoundly changed the current state and expected future
how telcos interact with their customers. of digital customer care. We have
Digital customer care is at the forefront assembled a panel of 35 experts working
of this development. in customer care across multiple telcos
and related industries.
While in the past, customer care was
restricted to in-store services and CUSTOMER CARE : THE CURRENT STATE
basic call centers, today's companies Factors driving the digitalization
Dr. Alexander Henschel can choose from a broad variety of The study reveals that all experts consider
Managing Director and Global Head technology-enabled solutions. Digital digital customer care as critically
customer care can establish a critical
important for their business success
of TMT competitive advantage while reducing (score of 4.3 out of 5). This does not
the cost of service delivery. But what is come as a surprise. Excellent customer
the state of digital customer care? How service is one of the few aspects by
well are telcos prepared to deal with its which companies can differentiate their
challenges? And most importantly: What service offering and retain a competitive
do they have to do to get it right? edge.
With the Digital Customer Care Index Nonetheless, the transition towards
2021, goetzpartners has taken a look at digital customer care is rather driven by
competitive pressure than by companies'
With the Digital Customer "intrinsic motivation" to actively embrace
this new technology. This is supported
Care Index 2021, by the fact that service quality and speed
Armin Raffalski goetzpartners has taken only seem to play a minor role in telcos’
Partner and Head of Dubai office a look at the current state digitalization efforts.
and expected future of The findings show that, despite being
digital customer care. We aware of its importance, most telcos still
have a long way to go in becoming a truly
have assembled a panel customer-centric organization.
of 35 experts working Key challenges
in customer care across Our study shows that the major
multiple telcos and related roadblocks to implementing digital
industries. customer care are attributable to people-
related issues.
Nirnay Mangilal
Manager
96 FEB-MAR 2021
