Guided customer journeys as a route to personalized telecom services
Purchasing a product is a journey that spans many touchpoints, digital and physical, beginning before checkout and continuing after delivery. CSPs can use journey mapping to understand customer behavior and adjust their processes to prevent purchases being abandoned before completion.
One way of doing this is to motivate customers, as Comarch demonstrated during the TM Forum Catalyst project Maximizing Engagement with Predictive Customer Journeys . Another method is to shorten the journey [1], satisfying customers so they don't start from scratch (potentially with a competitor) when their contract expires. They may also become brand advocates, shortening the journey for friends and relatives via referral programs in return for rewards.
Both routes rely on improving the digital and physical touchpoints through which customers experience a brand for different types of journey. Care journeys are often designed to limit customer contact with physical channels, while commerce journeys can be completed either online or in-store. Next generation points of sale (POS) will combine the two, integrating sales channels in brick and mortar outlets where customers collect online orders or use self-service kiosks with human support.
For this to work, the right BSS/OSS tools are vital. They let operators provide an omnichannel service that includes integration with social media, build feedback mechanisms into recommendation engines, and streamline overall journeys by automating each step.
[1] David C. Edelman, Marc Singer, "Competing on Customer Journeys", Harvard Business Review, 2015/11
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