Categories: oss/bss

How Digital BSS is powering improved Customer Engagement?

In one of the recent reports by TmForum, they asked Business Support System providers about how they are planning to move ahead in the digital BSS world. They all agreed that customer-centricity sits exactly at the front of both BSS evolution initiatives and digital transformation strategy. This implies there’ll be more redefining methods of interaction between TSPs and consumers in the industry. They are going to prioritize customer experience with digital BSS across all channels throughout this era of operational evolution and increasing service intricacy.

One of the executives at a large scale Western European service provider said that “customer centricity drives nearly everything we do these days. There is barely a project that we initiate without discussing the implications of it to the customer.”

Now the customer is in charge (Digital BSS).

In the past decade, TSPs have started recognizing the fact that now the customer is the one steering the ship. The providers who are still unaware of this haven’t been able to grab the attention of the targeted customers. You need to focus on the customer not just at the time of purchasing, but also when they are using the services.

The three major areas related to customer engagement that can be improved by Digital BSS are:

  • Intellectual Channel Management: There are many TSPs nowadays that still lack a unified system for contacting centres, direct sales, self-service features and more. To apply such a vast variety of data across different customer interaction channels in ordering systems and sales needs an omnipresent customer management system that can offer a greater competitive advantage and improved customer experience. With an analytics-driven approach intelligent decision making can be established that utilizes the common data for providing contextual offers in real-time. Personalized content is also generated according to the customer with delivery through their preferred channels.
  • Centralized Data: TSPs are needed to automate their consumer journeys through various communication channels in order to accurately target the customers with personalized offers. Utilizing centralized integrated data increases the ability of CSPs to constructively and congruously interact with the customers. Intelligent bifurcation and rich customer profiles additionally centralize the data and hence enhance the customization and make it easier to manage the customer journey. Elevated focus on the centralization of customer’s data also permits the service providers to outshine their competitors by transforming their customer experience.
  • Targeted Digital Marketing: Outputs of Digital Marketing will be more accurate if the CSPs personalize customer engagement with individual profiles. With targeted digital marketing, negative responses to blanket market techniques can be eliminated with an effective increase in conversion rates and lead generation. Now the business models are expanded beyond connectivity by the CSPs for creating more upsell opportunities. But to convert these opportunities, targeted strategy and effective utilization of all the customer’s data is needed. Digital BSS can easily aid telecom service providers in overcoming the challenges of consolidating customer data points with a contextual and focused approach.

How customer-centricity is influencing businesses?

In a report by Rob Rich, there are updated principles of customer-centricity in the context of driving requirements for next-generation BSS.

  • Solutions-Oriented Approach

Businesses need to look at things from the point of view of customers in order to succeed. One can’t properly comprehend the intent and design functional journeys without this orientation. The crucial thing to understand here is that a consumer not only wants to buy a product/service but also wants his/her problems solved. When a business addresses this need, customers like them even more. Thus, TSPs need to focus more on engagement outcomes.

  • Understanding Customer Experience Across the Lifecycle

TSPs need to understand how consumers are experiencing their services, incorporating intent and interactions and also their sentiments while pursuing that intent. Also, it’s necessary to understand how their services can help the customers in realizing the goals by offering highly personalized and contextually related experiences across multiple channels.

This can be done through journey analysis. A Customer Experience Director working at a European wireless provider confirmed that ‘Journey analysis is what drives much of their work and it puts them squarely in the customer’s shoes.’

BSS elements related to this include set of engagement capabilities that are smart and robust to take advantage of the personalization feature.

Conclusion

In short, the digital world is growing tremendously at an ever-accelerating pace and TSPs must address their BSS according to that. There’s no doubt that digital BSS is the next big tool for supporting improved customer engagement and you can’t be left behind. To know more about advanced BSS systems, the experts at Echelon Edge can help you. Visit now to know more.    

Anubhav Goel

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