Omnichannel technology provider Now Interact recently conducted research into the personalization efforts of telecommunication providers, and the results are less than promising. As customers demand more from a personalized customer experience, these companies have been found to lag behind in this respect, instead employing a “one-size-fits-all” approach to CX, resulting in lackluster customer service and engagement.
 
These telecommunication companies (or simply telcos) were analyzed based on customer feedback from 54 of the leading telecom websites in the U.S. and Europe.
 
“Digital transformation is at the top of the agenda for the telecoms industry, but the reality is that the majority of brands say the right buzzwords but aren’t in fact transforming their outward service offering to customers,” said Magnus Astrom, CEO and founder of Now Interact.  “Satisfaction with telcos is consistently low. Ignoring this essential area, primed for change, is standing in the way of the success of any digital transformation project.”
 
Of websites researched, 39% displayed a telephone number on their homepage, with 20% more showing the number after only a single click. This trend demonstrates a flaw in the customer experience; rather than allowing customers to find solutions to their questions directly on the site, the telco instead encourages visitors to call the brand in order to receive the help they need. Directing these calls not only creates additional cost for call centers, it also undermines the website, which should be designed as a “one stop shop” for customers looking to receive assistance.
 
Even after contacting the call center, only 6% of these companies connected customers directly with an agent. Further, many of these telcos lack the tone of familiarity that should come with the customer data available to them; callers are made to feel like strangers, as opposed to loyalty customers.
 
The study found that 78% of channels offered to website visitors were offered reactively. Rather than directing customers to advanced chat and online options, visitors had to actively seek out and find these methods of communication on their own. Again, customer data is available to make the customer experience more seamless, but the information isn’t being used to its full effectiveness in order to provide a customer service process that is quick and painless.

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