At Telecomsworld 2024, industry leaders gathered to discuss the evolving landscape of customer experience (CX) in the telecommunications sector. The panel featured esteemed experts including Raj Darji, Founder & CEO of Aarav Solutions; Kevyn McGraw, VP of Contact Center at Gear Inc; Nitin Anand, Director of Digital & Mobile Money at Ooredoo Myanmar; and Danny Han, Head of Asia Strategy at Telenor Asia. The discussion was moderated by Maxime Mouton, Managing Partner at Detecon International GmbH.
Our speaker Kevyn McGraw shared valuable insights from the BPO perspective, highlighting the importance of adapting to changing customer needs and leveraging technology to enhance service delivery.
Understanding the Customer Journey
A critical role of BPOs in mapping out the customer journey. Gear Inc, with its 6,000 agents operating in over 27 countries, collaborates closely with partners to ensure seamless customer interactions. By analyzing thousands of daily interactions, Gear Inc identifies areas for improvement and implements strategies to enhance the overall customer experience.
Evolving Customer Needs
The discussion highlighted how customer issues have evolved over the years. Initially, connectivity problems in rural areas were prevalent. However, with infrastructure expansion, customers now seek better roaming solutions and enhanced connectivity as they travel and move to urban areas. This shift underscores the need for telcos to continuously innovate and invest in infrastructure to meet growing demands.
The Impact of Industry Disruptors
Kevyn pointed out the influence of industry disruptors on customer expectations. Customers now expect a seamless experience similar to signing up for services like Netflix. These disruptors have raised the bar for customer experience, pushing traditional telcos to adopt more user-friendly and efficient processes.
The Role of CX Departments
An emerging trend discussed was the creation of dedicated CX departments within companies. These departments act as bridges between various functions, including customer service, innovation, and revenue management. By fostering collaboration, CX departments help streamline processes and improve customer satisfaction. Kevyn shared an example from Europe, where a partner company successfully implemented a CX department with just 12 members, significantly enhancing their service delivery.
Innovative Solutions Beyond Customer Support
Kevyn also shared an innovative approach to improving customer experience beyond direct interactions. For example, a major food delivery service developed an internal mapping system for delivery drivers. This solution addressed the challenge of navigating complex shopping centers, ultimately reducing delivery times and enhancing the overall customer experience.
Embracing AI for Enhanced CX
The panel discussion underscored the growing importance of AI in customer experience. As customers become more accustomed to digital interactions, they expect quick, efficient, and predictable solutions. AI enables BPOs to offer proactive support, predict issues, and provide faster resolutions. Kevyn highlighted the need for agents to leverage AI tools to meet these evolving expectations and build trust with customers.
Balancing Human and AI Interactions
While AI plays a crucial role, the preference for human interaction remains in certain scenarios. The panel acknowledged that the nature of the issue often dictates whether customers prefer human or AI assistance. Ensuring that AI solutions are reliable and effective from the first interaction can increase customer trust and willingness to engage with AI in the future.
At Gear Inc, we’re excited to push the boundaries of customer experience in the telco industry and beyond. Connect with us to learn more about how we can help you.
