Although customer-led design is an absolute necessity today, it is often difficult to see how CX and IT teams that are already stretched to capacity can take on this work. According to a report by McKinsey, rapid process digitalization is one way to achieve quick wins in customer-led design. Companies like Airbnb and Amazon have used the customer-centric model to provide better user experiences and grow their business. Here is how this works for Telecom operators.

Customers are now used to direct and convenient support that is personalized to their needs. Companies that are not positioned for this shift will end up being left behind. The days of large and slow IT projects that require huge resources are incompatible with keeping up with customer demands. As customer requirements change frequently, processes to improve their experience should now be fast and accurate. There is no need to throw your hands up in despair at the thought of taking on more IT projects where resources are already stretched. The new approach to customer-led design is agile, responsive, quick and can be outsourced to experts.

Integrated customer-led design delivers better, faster results

Data and omnichannel drive customer-led design

Specialists in customer-led design improve the customer journey by developing touch points like self-service. They are positioned to act swiftly and provide support for new releases of apps, phones and other technology. Intelligent use of data drives rapid process digitalization, which ensures the best customer journey that merges seamlessly with the cloud, mobile and social. Essential support models are subject to immediate customer testing and are updated and refined based on feedback. 

The PricewaterhouseCoopers report, Customer – Centricity and Selective Capillarity, A Multichannel Strategy for Telecom Operators, states that a successful customer-led strategy is where design evolves after operators listen to every subscriber, across every channel and pays attention to every interaction. Here is an illustration of the old and new ways of doing business in the telecoms industry.

PWC Customer Centricity in Telecoms
Shift from process-led to customer-led design

Conventional process-led design takes place in a defined order and lacks the flexibility required for today’s organizations. Customer feedback is normally gathered at a late stage when it is too costly to make the necessary changes. The call center is a good example of where product-led design causes customers frustration. Traditionally, the call service representative relies on several applications to interact with customers. A customer-led design approach sees the introduction of a system that provides tools such as one-click-fix.

Shifting from product-led to customer-led design needs a change in business culture and processes. The metrics used to measure success also needs to be redefined, as highlighted in the Customer Centricity in the Telecommunications Industry report.

Customer centric metrics

Fast results and added value

A road map that shows what is important to customers and how to match this with business priorities is vital to the success of customer-led design. A focus on quick wins that result in savings or an increase in revenue will pave the way for the wider rollout of customer-led design. Savings from early wins can provide encouraging evidence and funding for future customer-led design projects. This added value makes it easier to demonstrate the case for an overall shift to a customer-centric approach. The smart use of analytics is another way to count the value of customer-led design. Monitoring results and matching them to business outcomes can be used to assess the effectiveness of this approach.

Customer-led design is a new way of working that operators need to embrace to remain competitive. Customers now expect responsive service and will quickly ‘vote with their feet’ if this is not received. Rapid process digitization is one method to reduce the time implementing the changes required to satisfy customers. Findings in the reports mentioned above show that businesses that fail to use multiple channels to capture data and design services quickly for their customer will be left behind. At Qelp, we have all the design processes in place to swiftly respond to customer support needs. This results in no strain on already over-committed IT resources and your customers receiving the service and support they have come to expect.

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