Co-authored by Henning Dransfeld and Jennifer Belissent
Telefónica recently invited us to its European Analyst Day at the headquarters of Telefonica UK (O2) in Slough. Jose Luis Gamo Global Solutions CEO Multinationals started off the day with an ambitious outlook on strategy and revenue growth. He highlighted Telefónica plans to deepen customer engagements by addressing their needs for global contract consolidation, as well as demands for M2M solutions, big data and analytics and cloud services. Telefónica certainly has a lot to offer. But is Telefónica doing enough to position itself well in the evolution to markets driven by customer experience? We believe that there is potential because:
Telefónica is increasingly competitive in winning global enterprise network contracts.After the global landmark deal with DPDHL, Telefónica has added companies including Ferrovial and NSN to its customer base. Telefónica, the largest European operator by capitalization, is increasing contract values with existing customers through cross selling activities. Their ability to do so is enabled by a demonstrable focus on the following initiatives: Strengthening professional account management, increased commitment by Telefónica group to the enterprise market, as well as initiatives to improve service management, the technical architecture, customer services and the terms and conditions.
Social media platforms like Facebook and Google+ are fast becoming a big topic for business. Consumers are embracing these communication and collaboration channels for more than just sharing holiday memories. According to software provider Invesp, one-third of workers use social media at work for at least an hour a day. Most of us also expect to use these collaboration channels increasingly in our work environments to improve the information flow.
We want to communicate at work as we are used to communicating when off work – with or without the consent of our employers. Today, however, Invesp data shows that less than 20% of companies have integrated social media with their customer care, sales or product development. Moreover, communication culture is part of business culture and work flexibility and as such impacts any business’ endeavor to attract and retain creative talent. Data by office solutions vendor Intelligent Office, indicates that 25% of people say they would not work for a company that does not allow social media at work.
For IT and business leaders, these social dynamics bring their own opportunities and challenges, as social media communication:
Provides an innovative and attractively priced communication infrastructure.Top management and business line managers alike increasingly recognize that social media forms a fundamental channel for informal communications. Social media offers cost effective collaboration and communication channels.