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SURE! Blog

3 things that will help create unbeatable differentiation for Your Video and Broadband Operators

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Jan, 2014


Are you really connected in this connected world?

Do you have first-hand information of the varying gaps in service offering and service fulfillment that are leading to mediocre customer experience?

It is an alarming situation if the answer to these questions is a NO!

Today, customers are demanding quicker resolutions, faster response times and increased service levels. In some geographies, it goes even further. Customers are expecting service providers to incorporate service intelligence, enabling them to understand their usage or consumption patterns to make relevant and contextual recommendations.

The differentiation no longer rests solely with products and services. It has to go way beyond that, encompass all the elements that contribute to the customer experience with the operator. It is a challenge to meet the dynamic customer needs and expectations. However, it is an immense opportunity to improve acquisition, stickiness and building brand ambassadors. One needs to take a multi-dimensional approach to handle this effectively. Long-term growth is unlikely in the absence of effective adoption of few innovations.

In this context, let us look at the 3 things that we can do. Organizations should adopt an approach that includes the following three dimensions effectively:

  • Service Enablement
  • Service Support
  • Subscriber Intelligence

Service Enablementb2ap3_thumbnail_services-bg

  • First touch point of customer experience begins at this stage.
  • To create an everlasting impression; how about planning your infrastructure that enables near real-time activations and fulfillment.
  • Activation speed can be one of the parameters in choosing your service over your competitors.


Service Support

  • Customers enjoy seamless connectivity and expect operators to attend to their complaints immediately. Some customers even trade off cheaper broadband packages from some operators to superior service as downtime can be too expensive for them.
  • Service Support to a customer is like continuous nourishment to an infant. Today, decent service support is a hygiene factor but can get challenging if you are still using rudimentary methods and solutions to provide the same. Depending on the profile of the customer (Tech Savvy and Non-Tech Savvy), the support and response expectations would be highly different. Such parameters need to be taken into consideration in setting up the process and infrastructure to effectively address customer service support needs.

Subscriber Intelligenceb2ap3_thumbnail_intelligence-b

  • Subscriber intelligence is important in creating effective differentiation and maximizing life time value.
  • Customers are expecting operators to employ systems that are intelligent, understand their consumption pattern, predict their stated/unstated needs and provide effective and relevant recommendations.
  • Customers expect companies to recommend them a product that exactly suits him/her and not flood them with mails/SMSs that are not even distantly relevant for them. They appreciate and expect operators to do their homework before contacting them for an up- sell/cross-sell.
Take care of these 3 dimensions effectively and let me know the miracles you see in your business and do tell me about how you surpassed your competitors. I’d love to hear.
By : Ramakrishna Mashetty

Ramakrishna Mashetty is The Chief Marketing officer of SURE! (a Magnaquest product).SURE! is an internationally acclaimed player in comprehensive end-to-end Subscription Business Solutions for PayTV, Broadband and Cloud Computing businesses – through deployment of Metered Billing, CRM, Service Fulfillment, Value-Added Services, and Managed Services.

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