In the current hypercompetitive telecommunications, it’s not enough to automate processes and increase efficiency. To succeed, companies need to differentiate themselves from their competitors offering tailoring solutions.
The growth of digitally is making that the customers expect more from every transaction, it’s becoming increasingly difficult to differentiate on service alone, in fact most of the services are perceived as commodities.
Customers are demanding service-oriented approach from the companies with which they do business, and also are expecting companies to understand and respect their needs and desires. In this world, the customer drives the relationship. It is the role of the business to get what the customer need and respond by delivering relevant services include value added services over the solutions (what they want) on their terms (how they want it).
In fact, Operator can no longer expect to sell several services to the mass market (mass marketing) to go to individual or mass customization (segmentation one to one).
In the end of the 90´s using CRM, operator could identify which services a particular customer has historically purchased, but right is not enough, in the digital era it is important to know what the consumers are leaving behind in their day-to-day online behavior or the digital field of information that accumulates not only around customers, but also around processes, organizations and devices.
The information derived from social media, organizations can focused the operator in the innovation creating in the network a platform for co-innovation and co-creation services build with customer. The future of an operator rests on the ability that created an ecosystem for doing that.
This will come from the orchestration of content (i.e. products, services, experiences, insights, and outcomes), networks (i.e. distribution models, channels, and networks), and technology platforms. Most of these capabilities have not been developed but will be necessary to create that inside the company.
To be competitive, telecommunications must provide up-to-date services and value added services information online and engage with online communities to provide advice on their services. Since customers and operator are increasingly active and identifiable online, operators can use digital marketing tools to personalize their service promotions and also to identify the customer experience in order to cover their expectations and satisfaction, with the goal of increasing customer loyalty.
Digitizing the Organization
With value chains increasingly integrated with the information as the most valuable element, operator can become its network in a platform and creating a completely innovation ecosystem for offering services and enabling to offer end-to-end services to their customers.
Telecommunications can either orchestrate an ecosystem themselves, and provide a significant number of services, or focus on a niche service that adds value to the customer experience and become part of an already existing ecosystem.
Digitalized operations can improve business processes in several ways. For example, big data analytics can help to understand the customer behavior and improve the customer experience; cloud applications can be used to virtualize and orchestrated the network and mobile platforms and app can enable the company to offer services in many way at anytime, anywhere and on any device.
Standard cloud platforms offer feature and functionality updates more quickly and can lower testing costs. When using standardized platforms, either within a large organization or as an open-market standard, it is also much easier to globally source processes, which can lead to substantial cost reductions.
By automating, standardizing and globally sourcing processes, telecoms´ operator can become more agile, more responsive to changes in demand and more profitability either agility is essential to compete and respond to the rapid changes. It is vital to adopt an agile way of working.
The Culture of Digital Business Transformation
A digital transformation culture would be the most important issue to solve for the telecommunications company, basically because in comparison against the OTT´s provider. Telecommunications operator traditionally have been organizations very conservative less propensity to encourage risk taking, foster innovation, launched services quickly to the market (short time) and develop collaborative work environments and all those characteristic are necessary to survive today
Most of the Telecommunications IT Systems platforms divided in BSS (Business Support System) and OSS (Operations Support System) have been designed around the product strategy business model. This has resulted in a variety of product-oriented systems that effectively run day-to-day operations. Moving forward, BSS and OSS platforms need to augment its capabilities to support the orchestration of the network by these business operation systems with capabilities to support virtualization of the network and deliver best-of-breed business intelligence and business management. These capabilities enable companies to accomplish the following:
- Understand the needs of their business (business intelligence)
- Manage actions based on those needs (business management)
- Effectively run day-to-day operations (business operations)
- Understand the customer experience (Go to the market)
These capabilities will enable telecommunications companies to realize the opportunity of a business landscape characterized by customer relationships, innovations, customized services delivery, and opportunity-driven profit.