August 10, 2020
In recent years, the value of customer experience for businesses has gained substantial attention. The concern with user satisfaction, which is crucial for high performance companies, is giving renewed impetus to the search for better tools for telephone operators and the telecommunications sector in general. The business practices in this industry are complex and require highly integrated tools.
For this, the new technologies to incorporate into the service routines must be flexible and efficient, making a measurable impact in the customer relationships.
In this post, we want to highlight the importance of a great customer experience in the telecommunications industry, and how AI (artificial intelligence) used end-to-end, can greatly increase the user satisfaction.
Finally, we introduce Interactive Media. With more than ten years of experience in conversational virtual agents and artificial intelligence, the company’s solutions are at the forefront of the new wave of offerings to optimize processes and enhance the customer experience.
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The importance of customer experience in Telecommunications
Telecom companies, and especially mobile carriers, are completely dependent on their relationship with customers. Competition is intense and regulations make it easy to switch from one carrier to another. Since most carriers are equivalent for their device offering and network coverage, growing the business comes down to price, and customer experience.
Pricing is an internal strategic matter, but for customer experience, it needs to be agile, effective and, whenever possible, delightful, to keep the existing customers and attract new ones.
Customer experience means every (and any) contact between the company and the user, regardless of the channel. To compete effectively in this area, building customer loyalty, it is important to invest in strategies that personalize messages, streamline processes, and build an experience that will surprise and delight users.
Unfortunately, the telecom sector has a long history of poor performance in managing complaints. Precisely for this reason, carriers need to meet the growing consumers demand for better service and adopt robust and updated tools.
We at Interactive Media have seen this first-hand, due to our long experience with fixed and mobile carriers. For example Davide Arici, pre-sales manager, notes that “technology in itself is not enough: you need to have the support of vendors experienced not only in technology, but also in how to apply it intelligently to remodel the service processes“.
With an experienced partner that shares the common goal of a better customer service process, telecommunications companies can use disruptive technologies – always leveraging in full the supplier’s know-how – to launch a continuous improvement process in the short, medium and long term.
The power of artificial intelligence in customer experience
Artificial Intelligence is one of the most important corporate bets today. Companies in all sectors are investing in AI, often in a haphazard and unfocused way – “see what sticks and go with it” seems to be the attitude. In the telecommunications sector, this premise is confirmed: for Arici, “the visible implementation of AI becomes almost a market necessity, since, in the eyes of the public, it is a standard segment”.
In fact, users are now quite familiar with the convenience provided by artificial intelligence. In smartphones, for example, AI is directly or indirectly involved in a large part of everyday activities, from vocal commands to online shopping recommendations to navigation through traffic.
In telecommunications companies, one of the main areas where AI can make a difference is in customer service. Simplified and lean interactions, without wasting time, is what makes the consumer experience positive and Conversational AI is key to provide it.
“From this perspective, artificial intelligence enables fast and pleasant service based on features such as an open dialog for self-service, approaching human conversation“, points out the Arici. This way, it is possible to interpret the customer’s request and address it quickly in an automated way, without requiring the branching of static menus.
The key is simplification. The services offered by virtual agents powered by artificial intelligence need to be formulated and adapted on an individual scale, meeting the demands of each type of operation. Interactive Media, which has focused on customer service technological evolution for more than twenty years, has the necessary expertise to support companies in strategic choices – including the application of AI.
In addition to engineering, the deployment of conversational AI is like a recipe: the final system mixes diverse and complementary ingredients, technological, linguistic and psychological. “When it comes to customer service, the focus is on cutting the domain over the application’s target audience, shaping the dialogue to make it efficient in a specific relationship ecosystem”, emphasizes the pre-sales manager at Interactive Media.
So, the added value of the company that provides the artificial intelligence devices is not only in the robustness of the technology, but also in the ability to understand the operational details, reviewing the service flow and customizing the model according to the usage environment. To guarantee the effectiveness of the solution and the quality of the results obtained throughout the process – during and after the deployment of virtual agents in the telecommunications environment -, make sure you know the products and services of potential partners, and choose wisely what to deploy.
The Interactive Media solution for Telecom
Interactive Media’s mission is to develop, deploy and improve conversational virtual customer service agents, boosting the customer experience and, consequently, the overall results of its customers.
In the telecommunications sector, Interactive Media’s technology has a sizable installed base. “We developed a Conversational AI project for a huge mobile carrier. They have now 180 virtual agents, that perform multiple tasks typical of a telecom call center, such as: register users, gather their personal data (account numbers, date of birth, addresses, etc.); block a SIM card from a phone that has been stolen; enable or disable additional services; schedule installment payments and changes of how the invoice is received.”, says Arici. “This saves users time, since they don’t need to wait in a queue, and our customer substantial amount of money.”
By automating simple tasks, deploying virtual agents to perform them, it is possible to optimize resources and standardize the service flow, ensuring a more uniform experience for the customer. “In this way, 85% of the calls are executed automatically”, points out Arici.
Interactive Media’s tools are flexible and modular, facilitating integration with third parties – such as data networks, RDBMS, telephone centre and provisioning systems, avoiding additional investments. This way, managers gain autonomy to incorporate and adapt the technology according to the availability of mechanisms and resources, getting the most out of the disruptive power of artificial intelligence in customer experience.
The message, therefore, is clear: the solution for telecom operators must be flexible without losing in efficiency. “Interactive Media strives to be at the forefront of technology, while backing up our technical expertise with a strong organizational experience.“, concludes Davide Arici.
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