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Strategies for communications service providers to succeed in the digital ecosystem

Ho Seong Kim, ASEAN Communication, Media and High Tech (CMT) Lead, Accenture | Jan. 14, 2016
The complexity of the digital ecosystem is creating opportunities for CSPs to claim a holistic role as customer-centric digital facilitators, backed by their inherent strengths in local distribution channels and building and running high-performance networks.

This vendor-written piece has been edited by Executive Networks Media to eliminate product promotion, but readers should note it will likely favour the submitter's approach.

Today's enterprises are connected to a digital "fabric" that has the potential to touch all aspects of their business, their customer relationships, and the world around them, providing an ability to connect and scale up in unprecedented ways.

The communications industry is at heart of this digital ecosystem due to its vast number of customer touch points, which range from call centres to retail stores, websites, in-home service calls and other modes of interaction.

However, many communications service providers (CSPs) believe that in the competition for digital consumers, they are operating at a disadvantage compared with more innovative products and services companies. While the digital ecosystem area is certainly competitive, there are strategies that CSPs can embrace to play a leading role in this new era.

Transform to Grow in B2B 

The Enterprise or B2B segment is a white space for the CSPs to take advantage of in view of shift towards Cloud base solutions. The CSP's needs to transform its sales and delivery capabilities - moving away from the traditional product centric approach of equipment, bandwidth and number of lines to a more services based framework.

The services based framework disrupts the core of the traditional CSPs approach to solutioning, pricing of its offerings as it involves a large degree of variability and pricing in of delivery risks.  In addition, the CSPs needs to acquire new talent or re-train its workforce and/or partner with companies which operates traditionally in this domain to scale at speed.

Transform operating models

To meet rising customer expectations for high-quality experiences across all customer interactions, CSPs need to integrate across traditional silos, and leverage digital innovations to provide personalised, connected interactions and services.

To achieve an omni-channel experience, CSPs' need to integrate their operations in several areas, which include insight and data analytics-driven personalisation across the enterprise, integration across all channels, business functions, and products and services to help achieve a complete, customer-centric view.

Remember the omni-channel experience

The "omni-channel" experience gives customers a consistent, seamless experience, regardless of how the customer shops, whether it is online from a laptop or mobile phone, by contacting a call centre, or visiting a physical store.  This experience is key to operators striving to reinvent themselves as Integrated Digital Service Providers (IDSPs) and become a platform for all things digital.

CSPs' customers want to feel they are dealing with a single person for all their requirements, across all the product lines and affiliates. They want the service provider (and various parties representing the provider) to know their personal profile and provide relevant solutions for their devices, usage, services and content purchases across the entire portfolio and across all accounts - both personal and business. So a true omni-channel experience is no longer "nice to have," but necessary.


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