The 5G era has arrived. Every network generation (even WAP) guarantees a brave new world, allegedly, but 5G actually does this. In crude terms, it’s the pivot point at which the primacy of voice is supplanted by the primacy of data.
So, the centrality of digitization to the future of the communications industry is well established. But, as Shakespeare once put it, suppose digitization turns out to be ‘sound and fury, signifying nothing’? While this is unlikely to be the case (at least in the long-term), the arrival of a digital future in itself offers no commercial advantage. To fulfil both its potential, and the telecoms industry’s collective commercial goals, the key lies in digital adoption. Why? Because it is only when digital tools are used to their fullest capacity that digitization will begin to make a real difference. A digital tool (for instance, a next generation mobile device) is not a digital asset if it used only to phone friends and family from time-to-time.
This, driving digital adoption, is a broad theme. You can download our paper on the subject to access our complete thoughts. In this blog, we’ll focus on just a single aspect of the challenge: Digital as Personal.
One of the great benefits enabled by digitization of the network is the potential to develop new, radically enhanced relationships between CSPs and their customers. Today, the CSP must develop an emotional relationship with subscribers using digitization as the means to the end. When this relationship has been established it will have the foundation from which RoI can be increased and only at that point will digitization bear fruit. This seems obvious, but there is at least some evidence that suggests that it is not.
Making sure the sound and fury signifies something means Driving Digital Adoption, leveraging technology to drive business goals. So what is Driving Digital Adoption? In our view at Evolving Systems, it is a process involving:
- An initial focus on clarifying targets and priorities
- Building a strong customer insights function
- Defining proactive and adaptive customer journeys
- Delivering unique and personalized offers, rewards and experiences portfolio
- Deploying flexible and future-proof technology
- Enhancing program measurement practices
One manifestation of these steps being taken, and leading to digitization being effectively tapped, is the design of a growing number of world-class loyalty and digital engagement programs, an area in which we at Evolving Systems have been a leader. These are programs that have clear business outcomes and support long-term brand building. When successfully executed, they increase customer retention, boost profitability and revenue, drive digital adoption, generate valuable subscriber insights, and increase customer engagement. Yes, designing them is not without challenges, but that’s where we come in.
WHAT TO DO: FOUNDATION FOR SUCCESS
The fact is, today customer expectations are high/still increasing, and customer experience is the key to success; effectively meeting an increasingly demanding customer’s requests is a critical challenge for CSPs. So, what practices can help ensure your success? Our experience dictates that the key criteria are detailed in the chart below:
Digitization, if digital adoption is effective, means telecoms customers can engage with their chosen brands on their own terms - researching, discussing and shopping at all hours via multiple devices and different channels. They need to be treated as individuals, to be valued, entertained and, ultimately, delighted. At Evolving Systems, we can help you deliver the digital experience that will drive digital adoption. Table stakes to future commercial success, why not get in touch with us today and schedule a meeting to learn more?