Tele-Talk来自我们尊敬的行业领袖小组的新鲜视角、深入分析和意见

每天都是新常态:客户体验为企业业务

“信任和电信公司是一枚硬币的两面。在我们所处的时代,数据和数据带来的信任是极其重要的。电信公司将不得不继续在其所有新时代服务中提供同样水平的信任,包括那些用新兴技术创建的服务,以及那些由其不断增长的合作伙伴生态系统提供的服务。”

Aditya Rath
Aditya Rath 合伙人-商业咨询,毕马威印度公司

Proximity has a new definition. It\u2019s a screen away. Digital is not a channel, it\u2019s a way to do business. Trust is at the center of relationships. Trust is more than just doing business with a partner, vendor, or a customer.

The new normal is not a fixed way of defining and dealing with customer experience in the b2b or b2b2c world for telcos. Telcos have a complicated ecosystem. The regulator defines the boundary conditions, the partner eco-system defines the agility and speed to market, the product defines the depth, and the brand perception defines the market pull.

In this world, where volatility and new ways of doing business are getting redefined, enterprise customers are constantly seeking partners who can understand the business challenges they are facing and deliver a solution and not just a product. The ability to deal with complexity, deliver trust to the customer\u2019s customer, partner for growth and, above all, aligned to the purpose of doing business are now central to the experience being delivered. While large enterprises have the depth of capability, small and medium business which form a critical component of the telcos business funnel expect much more.

Telecom organisations are very much at the center of delivering this differentiated experience to its enterprise customers. On the back of connectivity, digital solutions focused on cloud, integrated IOT stack, 5G sandbox and use case labs, customer engagement solution the portfolio is now making them a full-service technology and digital implementation partner. They are truly a digital platform where enterprises can drive almost all value chains across the organisation.

Hence, it\u2019s important for telcos to get the experience right. Create winning moments, drive purpose, create the next level of trust are some of the aspects which telcos can focus on.

Winning moments are about how telcos start co-creating opportunities with its customers to win jointly at the marketplace. The idea of selling has significantly changed. Customers want service providers such as telcos to bring in deeper industry understanding, create sachet experience of how a new tool or connectivity can actually work before it gets implemented and how customer can change its employee experience to drive end customer experience. These are winning moments. For example, a connectivity product in the past would have been sold purely on brute strength of its capability but if it is positioned along with the outcomes that it brings in \u2013 the moment creates a new frontier for relationship.

Customers know what telcos do. They trust, rely and believe the critical nature of the services provided by telcos. So, how does purpose come in the mix? The purpose of business has now become a central theme for most businesses. As businesses come out of the pandemic, the board room agenda on subjects such as ESG, purpose drive brands, trust have a stronger meaning. The heterogenous spectrum of companies that telcos cater to makes this a very difficult proposition to deliver in the context of customer experience. A start-up will expect the telcos to understand the dynamic nature of its ever-evolving growth trajectory, a SMB will \u2018feel\u2019 the need of \u2018empathy\u2019 while the business is rebounding, and a large enterprise will always position economies of scale as a lever to drive relationship. Hence, telcos need to articulate the customer promise which goes beyond what the sales or product delivers. It is about how they are aligned to the purpose of the customer \u2013 transitioning into the concept of \u201cN=1\u201d which means every customer will get a differentiated experience aligned to its purpose of business.

Trust and Telcos are the 2 sides of the same coin. Data and data led trust are extremely critical in the times we live in. Telcos will have to continue to deliver the same level of trust across all its new age services including those created with emerging technologies and those delivered with its ever-increasing partner eco-system. Customers won\u2019t expect anything less. A trusted advisor status in B2B is central to long term loyalty. The relationship will move across the various phases of norming, forming, storming, and performing. But if trust is at the center of the customer experience, the movement is frictionless.

While doing all this, telcos will need to also answer on aspects such as who owns the customers and who is responsible for customer success. New age technology companies have created customer focus structures to address these areas.

Customer experience in the enterprise world is at the cusp of significant changes. The next 12-18 months will see the rise of new operating models and the new normal is going to change every day.","blog_img":"","posted_date":"2021-11-02 08:53:10","modified_date":"2021-11-02 08:53:10","featured":"48","status":"Y","seo_title":"Every day is a new normal: Customer experience for the enterprise business","seo_url":"every-day-is-a-new-normal-customer-experience-for-the-enterprise-business","url":"\/\/www.iser-br.com\/tele-talk\/every-day-is-a-new-normal-customer-experience-for-the-enterprise-business\/5143","url_seo":"every-day-is-a-new-normal-customer-experience-for-the-enterprise-business"}">
客户体验的不断变化,对电信公司既是挑战,也是机遇。在B2B领域,关键客户管理、基于客户的程序、超接触、特殊焦点小组已经成为规范,但过去18个月迫使所有人重新想象未来的关系。

接近性有了一个新的定义。它离我们只有一个屏幕。数字不是一种渠道,而是一种做生意的方式。信任是关系的核心。信任不仅仅是与合作伙伴、供应商或客户做生意。

对于电信公司来说,在b2b或b2b2c世界中,新常态不是定义和处理客户体验的固定方式。电信公司有一个复杂的生态系统。监管机构定义边界条件,合作伙伴生态系统定义市场的敏捷性和速度,产品定义深度,品牌感知定义市场拉力。

在这个世界上,波动性和新的经营方式正在被重新定义,企业客户不断地寻找能够理解他们所面临的业务挑战并提供解决方案而不仅仅是产品的合作伙伴。处理复杂性的能力,交付客户的客户的信任,合作伙伴的增长,最重要的是,与业务的目的一致,现在是交付的体验的核心。而大企业具有深度能力的中小企业是电信业务漏斗的关键组成部分,对其期望更高。

在向企业客户提供这种差异化体验方面,电信组织处于非常重要的地位。在连接的基础上,专注于云、集成物联网堆栈、5G沙箱和用例实验室的数字解决方案,客户参与解决方案组合现在正使他们成为全面服务技术和数字实施合作伙伴。它们是一个真正的数字平台,企业可以在这里驱动整个组织的几乎所有价值链。

因此,电信公司获得正确的体验非常重要。创造胜利时刻,推动目标,创造下一个层次的信任是电信公司可以关注的一些方面。

制胜时刻是关于电信公司如何开始与客户共同创造机会,共同赢得市场。销售观念已经发生了重大变化。客户希望电信等服务提供商能够引入更深入的行业理解,在实施新工具或连接之前,创造一种有效的体验,以及客户如何通过改变员工体验来推动终端客户体验。这些都是成功的时刻。例如,在过去,一款连接产品会纯粹依靠其强大的功能来销售,但如果它与它带来的结果一起定位——那一刻就为关系创造了一个新的边界。

客户知道电信公司做什么。他们信任、依赖和相信电信公司提供的服务的关键性质。那么,目的是如何出现的呢?商业目的现在已经成为大多数企业的中心主题。随着企业走出疫情,董事会对ESG、目标驱动品牌、信任等主题的议程有了更强的意义。电信公司迎合的公司的异质性使得这在客户体验的背景下是一个非常困难的命题。初创企业会希望电信公司理解其不断发展的增长轨迹的动态本质,中小企业会在业务反弹时“感受到”“同理心”的需要,而大型企业总是将规模经济作为驱动关系的杠杆。因此,电信公司需要清楚地表达超出销售或产品交付的客户承诺。这是关于他们如何与客户的目的相一致——过渡到“N=1”的概念,这意味着每个客户都将获得与其业务目的相一致的差异化体验。

信任和电信公司是一枚硬币的两面。在我们所处的时代,数据和数据带来的信任是极其重要的。电信公司将不得不继续在其所有新时代服务中提供同样水平的信任,包括那些用新兴技术创建的服务,以及那些由其不断增长的合作伙伴生态系统提供的服务。顾客不会期望更少。在B2B中,值得信赖的顾问地位是长期忠诚的核心。这种关系将在规范、形成、激荡和表演的各个阶段中发展。但如果信任是客户体验的核心,那么这一过程就不会有摩擦。

在做这些的同时,电信公司还需要回答一些问题,比如谁拥有客户,谁负责客户的成功。新时代的科技公司已经建立了以客户为中心的结构来解决这些问题。

企业世界的客户体验正处于重大变化的尖端。未来12-18个月将出现新的运营模式,新常态每天都在变化。

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Proximity has a new definition. It\u2019s a screen away. Digital is not a channel, it\u2019s a way to do business. Trust is at the center of relationships. Trust is more than just doing business with a partner, vendor, or a customer.

The new normal is not a fixed way of defining and dealing with customer experience in the b2b or b2b2c world for telcos. Telcos have a complicated ecosystem. The regulator defines the boundary conditions, the partner eco-system defines the agility and speed to market, the product defines the depth, and the brand perception defines the market pull.

In this world, where volatility and new ways of doing business are getting redefined, enterprise customers are constantly seeking partners who can understand the business challenges they are facing and deliver a solution and not just a product. The ability to deal with complexity, deliver trust to the customer\u2019s customer, partner for growth and, above all, aligned to the purpose of doing business are now central to the experience being delivered. While large enterprises have the depth of capability, small and medium business which form a critical component of the telcos business funnel expect much more.

Telecom organisations are very much at the center of delivering this differentiated experience to its enterprise customers. On the back of connectivity, digital solutions focused on cloud, integrated IOT stack, 5G sandbox and use case labs, customer engagement solution the portfolio is now making them a full-service technology and digital implementation partner. They are truly a digital platform where enterprises can drive almost all value chains across the organisation.

Hence, it\u2019s important for telcos to get the experience right. Create winning moments, drive purpose, create the next level of trust are some of the aspects which telcos can focus on.

Winning moments are about how telcos start co-creating opportunities with its customers to win jointly at the marketplace. The idea of selling has significantly changed. Customers want service providers such as telcos to bring in deeper industry understanding, create sachet experience of how a new tool or connectivity can actually work before it gets implemented and how customer can change its employee experience to drive end customer experience. These are winning moments. For example, a connectivity product in the past would have been sold purely on brute strength of its capability but if it is positioned along with the outcomes that it brings in \u2013 the moment creates a new frontier for relationship.

Customers know what telcos do. They trust, rely and believe the critical nature of the services provided by telcos. So, how does purpose come in the mix? The purpose of business has now become a central theme for most businesses. As businesses come out of the pandemic, the board room agenda on subjects such as ESG, purpose drive brands, trust have a stronger meaning. The heterogenous spectrum of companies that telcos cater to makes this a very difficult proposition to deliver in the context of customer experience. A start-up will expect the telcos to understand the dynamic nature of its ever-evolving growth trajectory, a SMB will \u2018feel\u2019 the need of \u2018empathy\u2019 while the business is rebounding, and a large enterprise will always position economies of scale as a lever to drive relationship. Hence, telcos need to articulate the customer promise which goes beyond what the sales or product delivers. It is about how they are aligned to the purpose of the customer \u2013 transitioning into the concept of \u201cN=1\u201d which means every customer will get a differentiated experience aligned to its purpose of business.

Trust and Telcos are the 2 sides of the same coin. Data and data led trust are extremely critical in the times we live in. Telcos will have to continue to deliver the same level of trust across all its new age services including those created with emerging technologies and those delivered with its ever-increasing partner eco-system. Customers won\u2019t expect anything less. A trusted advisor status in B2B is central to long term loyalty. The relationship will move across the various phases of norming, forming, storming, and performing. But if trust is at the center of the customer experience, the movement is frictionless.

While doing all this, telcos will need to also answer on aspects such as who owns the customers and who is responsible for customer success. New age technology companies have created customer focus structures to address these areas.

Customer experience in the enterprise world is at the cusp of significant changes. The next 12-18 months will see the rise of new operating models and the new normal is going to change every day.","blog_img":"","posted_date":"2021-11-02 08:53:10","modified_date":"2021-11-02 08:53:10","featured":"48","status":"Y","seo_title":"Every day is a new normal: Customer experience for the enterprise business","seo_url":"every-day-is-a-new-normal-customer-experience-for-the-enterprise-business","url":"\/\/www.iser-br.com\/tele-talk\/every-day-is-a-new-normal-customer-experience-for-the-enterprise-business\/5143","url_seo":"every-day-is-a-new-normal-customer-experience-for-the-enterprise-business"},img_object:["","retail_files/author_1635823148_82579.jpg"],fromNewsletter:"",newsletterDate:"",ajaxParams:{action:"get_more_blogs"},pageTrackingKey:"Blog",author_list:"Aditya Rath",complete_cat_name:"Blogs"});" data-jsinvoker_init="_override_history_url = "//www.iser-br.com/tele-talk/every-day-is-a-new-normal-customer-experience-for-the-enterprise-business/5143";">