Real-Time Self-Service: Telco Transition to Digital Services
|出版日期||內容資訊||英文 27 Pages
|即時自助服務:Telco的數位服務轉移 Real-Time Self-Service: Telco Transition to Digital Services|
|出版日期: 2014年02月28日||內容資訊: 英文 27 Pages||
All companies provide "customer care," and telecom operators are no exception. When telecom services were simple, customer care was closely linked to the billing process because most interactions with customers were related to account queries. But services are much, much more complex now: Telecom operators are turning themselves into providers of digital services. It is a long time since a monolithic billing and customer care system, together with a call center, provided everything a telco needed to keep customers happy. Customer relationship management (CRM) systems, data warehouses, online portals supporting common information requests and separate ecommerce portals for ordering new products and services have all helped operators to give customers more of what they want: information and control.
A vision is emerging of a much more consistent and powerful, multi-channel, real-time self-service (RTSS) environment, encompassing all the old customer care capabilities, and adding new ways to keep customers satisfied and, yes, sell them more products and services, too. Operators are looking to make changes to their processes and systems, deemphasizing the call center, building the capabilities of online portals and developing mobile self-care or self-service apps.
To help achieve this vision, operators are looking beyond their traditional operations/business support system (OSS/BSS) providers and watching enviously the ways other sectors, especially online retail and digital services industries, manage these issues; they are also considering opportunities to leverage the mobile device as the de facto single channel for sales, marketing and customer service for themselves and for others.
There is no doubt that telecom operators are keen to improve the historically piecemeal approach to provision of customer care and, in particular, self-care and self-service to their users. There are some differences in the emphasis that operators in different parts of the world put on multi-channel self-service and self-care platforms. In Latin America, for instance, the emphasis is on supporting sales revenue growth and ARPU; in other regions there's more of an emphasis on improving the depth of the relationship with the customer - it's more about engagement and loyalty.
Operators with more complex legacy OSS/BSS will either view RTSS as part of a bigger transformation program - in which case they will likely buy solutions from traditional OSS/BSS vendors - or as something strategically significant in its own right and that must be implemented even if OSS/BSS transformation is not on the immediate agenda - in which case they may consider a front-end-focused solution from a new supplier.
‘Real-Time Self-Service: Telco Transition to Digital Services’ examines the ways that telecom operators are learning from other sectors - specifically online retail - as they move to deliver improved consumer RTSS and self-care capabilities. It examines how the complexity of telecom networks and services and the state of legacy systems means that there are different ways that operators might move toward a consistent, multichannel self-service vision. It looks at the components of solutions that can deliver that vision, and profiles 14 leading vendors of such solutions.
Sample research data from the report is shown in the excerpts below:
Excerpt: Typical Components of a RTSS Solution
Source: Heavy Reading Insider
Many vendors espouse a platform approach to RTSS. This allows harmonization of self-care and self-service interactions across multiple channels and the potential to simplify the integration with BSS/OSS, carrying this out once only (to the platform) rather than multiple times for each channel. The following excerpt shows how such an approach is designed.
Companies profiled in this report include: Alcatel-Lucent (NYSE: ALU); Amdocs Inc. (Nasdaq: DOX); AsiaInfo-Linkage Inc.; Comverse Inc. (Nasdaq: CNSI); CSG Systems International Inc. (Nasdaq: CSGS); Ericsson AB (Nasdaq: ERIC); Huawei Technologies Co. Ltd.; hybris, a subsidiary of SAP AG (NYSE: SAP); IMImobile Pvt. Ltd.; Intershop Communications AG (ETR: ISH2); Momac B.V.; NetCracker Technology Corp., part of NEC Corp. (TYO: 6701); Oracle Corp. (Nasdaq: ORCL); and Redknee Solutions Inc. (TSX: RKN)