Make Omnichannel A Cornerstone Of Your Digital Transformation – The Telco Angle

Source: Forrester, "Make Omnichannel A Cornerstone Of Your Telecom Digital Transformation"

Poor customer experiences remain the Achilles’ heel of telcos’ digital transformation efforts. We live in the age of the customer, and today’s telco customer has expectations that far exceed the traditional standard of telco customer service. A random search on Trustpilot for customer satisfaction with telcos in various countries shows widespread dissatisfaction.

Offering customers seamless omnichannel experiences is critical for telcos’ digital transformation efforts. Today, customers expect to use a variety of digital touchpoints. This omnichannel approach affects telcos’ customer engagement activities at every stage of the customer life cycle, yet many telcos are still struggling to meet their customers’ rising expectations for coherent end-to-end customer engagement. This matters because omnichannel:

  • Is central to telcos’ customer experience initiatives. Customers do not care about channels. They want to have great experiences irrespective of how they engage with telcos.
  • Is more of a cultural transformation than a technology project. Omnichannel solutions require a telco to think about the customer journey from the perspective of the customer. This is a radical break with the past.
  • Opens opportunities for telcos to act as third-party service brokers. Omnichannel will empower telcos to act as service brokers for third parties if they can align their big data, content, and knowledge management strategies.

The report Make Omnichannel A Cornerstone Of Your Telecom Digital Transformation highlights aspects that digital transformation leaders at telcos must consider when planning their omnichannel strategy. But business and technology leaders in other sectors will also benefit from the report: The same omnichannel best practices apply to other sectors with traditional approaches to customer engagement, such as energy, utilities, waste management, financial services, travel, hospitality, education, healthcare, and government.


Omnichannel Usage

Nowadays companies need to define again the relations with customers and provide reliable, high-quality, treatment. It’s known that Omnichannel technology is built around and for the customers as one mobile platform mentioned ( ). It can reflect an appropriate response to the new customer-centric model that accepts the notion of a dynamic, accessible and continuous decision-making. New solutions with using omnichannel connect digital in physical in new ways. For example you can showcase the actual devices from the showrooms or stores using live video. It’s a win-win set-up. In such a way retail sales representatives will raise the productivity as they can provide valuable assistance to remote customers in low-traffic hours, leveraging the advantages of being in a physical product environment. So such companies will be on the winning position as I think.

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