Redefining excellence: Shaping exceptional TMT customer experiences

The vast amounts of data generated by customers in the tech, media and telecom industries can provide a goldmine of valuable insights. Active and passive interactions deliver information that, when analysed and evaluated effectively, can suggest ways to ensure that each individual customer has a tailored experience that goes beyond what was previously possible.

At every stage of the customer journey, data, coupled with AI-powered analysis and generative AI (GenAI), provides opportunities to engage and interact. Insights from comprehensive consumer profiles can be used to generate customised marketing messages and embed them where they’re most effective. Targeted promotions and perks can be directed to the subscribers most likely to take advantage of them. Each personalised experience makes customers feel that the company sees them, knows them and considers them important. This is now the standard for generating positive customer sentiment.

Perhaps the most valuable type of service interaction is one that the customer doesn’t have to initiate. Autonomous systems that are continually analysing live usage data can identify and take action on anomalous behaviour before a customer even notices. 

For example, consider unexpected roaming charges. A survey shared that UK mobile users were charged £539m in roaming charges over the course of the previous year. A different study showed that approximately 19% of travellers are unaware that they may face additional charges when out of their area, and 18% did not research the possibility of accruing charges before travelling. Noticing a huge, unexpected charge on the next bill could be an expensive and frustrating discovery for a telco customer. 

But what if, when a customer is travelling outside of their usual area and accruing roaming charges, an AI system could notice and automatically update the user’s plan with options that include the current area, minimising or eliminating the roaming charge? Predictive and prescriptive AI systems can do just that. And GenAI can follow up with an automated and personalised explanation of the situation and resolution, before the customer is aware it occurred. 

In this example, instead of an angry reaction to an unexpected charge, the customer is pleasantly surprised that the company proactively saved them money. And this positive interaction didn’t require the time or support of a human customer service representative.

To ensure they drive exceptional customer experiences that deliver enduring impact, system architecture and process upgrades must be designed to be durable, scalable and adaptable to future innovations. For example, the capabilities and applications of GenAI are evolving constantly. Any solution that leverages this technology needs to be flexible and connected to a scalable and accessible data source.

It’s also critical to consider how any changes will fit with existing patterns and processes, to ensure both the system and the team continue to work how they need to. Adapting to new systems and processes can be challenging for teams, especially when cultural shifts are involved. When organisations build specific solutions to meet clearly defined company goals, the transition from legacy to updated processes is smoother. Additionally, involving stakeholders early in the transformation process can build necessary support and facilitate the transformation process.

The human factor is the cornerstone of every project, so making sure that people with the necessary skills and knowledge are in place is another way to design for success. During the period of evaluation and implementation of new customer experience-driven solutions, it can be helpful to engage an experienced technology partner. This partner can learn the company’s goals, understand the outcomes required, offer advice based on past experiences, help tailor the many potential options to the company’s specific needs and even supplement the team wherever needed.

In a recent article, 'Pioneering progress: Telecommunication's trailblazing GenAI adoption', Nearform shared that one of the keys to success when implementing AI solutions is ensuring there’s an open dialogue between business leaders and digital experts. When designing and launching a customer experience program enhanced by technology, that piece of advice is especially relevant. Digital transformation requires a deep technical understanding of the organisation's digital capabilities and opportunities. This, combined with user-centric design expertise, ensures the AI additions deliver a delightful experience for customers across all channels.