mAdme customers reap rewards for Customer Experience Digitisation
For mobile operators everywhere, it is now a fact that customer experience and customer satisfaction have direct, tangible impacts on long-term revenue opportunities.
According to Forrester, even a minor improvement to the customer experience that a mobile operator provides can add tens of millions of dollars of revenue to their bottom line, a bottom line already negatively impacted by the COVID-19 pandemic.
However, at the same time, it's also true that the industry itself has a major problem. The American Consumer Satisfaction Index revealed that the wireless industry came in not only below average, but that it also saw a 1.3% decrease in customer satisfaction from 2019 to 2020. Overall, the wireless industry came in 34th on a list of the 51 industries that were measured in 2019.
Taken together, these findings underline two key points. The first is that CX, in general, has never been more important, and the second is that while mobile operators are beginning to take action, it isn't happening fast enough - at least not right now.
In this extremely competitive landscape, mobile operators need to take advantage of even modest improvement opportunities for CX and customer satisfaction as quickly as possible.
CX Innovation
By failing to innovate in the customer experience of their services, mobile operators are limiting the gains they could be making through increased levels of customer satisfaction. This, in turn, is causing them to lose out on millions of dollars annually to customer churn and a stagnating ARPU - both of which are issues within the operator’s control.
Mobile subscribers are more than willing to churn to other service providers, including over-the-top (OTT) players, for features like messaging that used to be a cornerstone of operators’ offerings. The standard of customer experience now needs to take top priority.
“By failing to innovate in the customer experience of their services, mobile operators are limiting the gains they could be making through increased levels of customer satisfaction”
Some of mAdme’s customers have recently been rewarded for improvements made in the customer experience of their offerings. Digicel won the Popular Vote Award for excellent customer service at the JaSCA Awards 2020. Dialog Axiata has been awarded a TM Forum Excellence Award 2020 for Customer Experience while Celcom Axiata, also part of the Axiata Berhad group, has picked up numerous awards for its customer experience over the last couple of years. What these awards have in common is that each of these operators has embraced digital channels as part of their customer engagement initiatives and mAdme’s Customer Experience platform has been a key component in helping our customers realise these CX strategies. Additionally, mAdme has also been part of Reliance Jio's digital journey from their launch in 2016 to growing their user base to over 300m subscribers.
The Path Forward
To meaningfully increase their customer satisfaction ratings, mobile operators must start engaging with their customers more effectively at all of the milestones in the customer lifecycle. This is why customer experience technology for mobile operators is of paramount importance. With customer experience technology, mobile operators can collect actionable intelligence to identify trends and patterns that would have otherwise gone undiscovered.
“With customer experience technology, mobile operators can collect actionable intelligence to identify trends and patterns that would have otherwise gone undiscovered”
Operators can take advantage of up-sell and cross-sell opportunities to not only unlock new revenue streams, but also increase customer satisfaction by offering better, more valuable, and more personalised services to their base. They can also pre-empt customer pain points and pro-actively intervene by offering solutions before the customer needs assistance.
mAdme’s Customer Experience platform enables mobile operators to launch new digital communication channels in a matter of weeks and have an immediate positive impact on customer engagement. To learn more and see a demo of the platform in action just drop us a line.
