Digital Customer Engagement is a critical component of commercial success
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For the Communications Service Provider, an effective Digital Customer Engagement strategy is a critical component of commercial success. One of the most important components of such strategies today is the self-care application. Correctly designed, these applications are highly effective channels through which the CSP can actively engage and manage it customers, increasing their lifetime value through the display of highly segmented and personalized offers.
However, though the opportunity is great, the global average of downloads of mobile self-care apps is low. Often, no more than 20%-30% of the CSPs customer base will download the app and furthermore less than 20% of those who do will bother to even open it in a given month. As interacting with such apps is also a key part of the CSPs Digital Transformation journey, this reality is problematic and needs to be addressed.
As a pre-requisite to any digital engagement strategy and by extension customer journey in the app, it is clear that CSPs must focus more on improving download and engagement statistics. A failure to do so means a failure to move the dial on ARPU or increasing retention KPIs from the app channel.
It’s therefore reasonable to conclude that CSPs urgently need to find effective reasons for their customers to want to use self-care apps on a more frequent basis.