We’re sure there are some service providers out there who don’t think much beyond the sale when it comes to managing the customer experience (CX). But there is far more to the CX cycle. Successful MVNOs understand that it’s important to delight the customer at every stage of the life cycle to minimize churn and maximize profitability. That it’s far more efficient and cost-effective to create and maintain customer loyalty than it is to have to constantly refill the customer well with new subscribers.
It’s important at this point to define exactly what the full customer experience cycle is. The CX can be defined as the sum of all experiences the customer has with the MVNO over the lifetime of their relationship. It typically features six key stages:
The initial contact and sale that results in a new subscriber who must be provisioned with a device (unless he or she comes with one) and a specific set of services based on the subscriber’s requirements.
The stage at which the account is tailored to meet the subscriber’s needs and desires. This may include a custom mix of provider and over-the-top (OTT) services determined by the subscriber.
The step at which the subscriber’s services and device are activated and available for use.
Once successfully signed up and receiving service, the subscriber enters into the stage that may bring them into regular contact with customer service. This is the critical point at which relationships are either strengthened or quickly go south, caused by poor service, unfulfilled requests, delayed resolutions, and a host of other potentially relationship-damaging issues.
Once the provider/subscriber relationship is established, it enters into the stage where the customer realizes either the real need or just the simple desire for additional products or services. This, of course, can be initiated and/or nurtured by proactive customer experience management (CEM).
All good things must come to an end, including service/subscriber relationships. How soon that happens can depend greatly on the quality of service and CEM. MVNOs skilled at delighting the customer at every stage of the life cycle can successfully cultivate renewals and significantly delay termination.
As straightforward as this may seem, in reality the CX cycle has become much more complicated in recent years with the rise of multiple device use, any-content- any-time-anywhere demands, and the proliferation of OTT providers and products. A problem with any one of these can quickly cause problems that can seriously damage the subscriber relationship and ultimately cost the MVNO time, money, and customers.
The importance of BSS/OSS
A critical element in the care and feeding of customers is the BSS/OSS platform. A built-for-mobile-from-the-ground-up platform such as BeQuick QuickStart provides the tools needed for successfully managing the entire customer experience cycle.
We here at BeQuick like to call it the subscriber lifecycle, and it is a part of how we build the tools to manage each of your customer's success.
Comprehensive, flexible CEM makes it easier for subscribers to manage their own accounts and stay engaged when and how they prefer. They can easily keep track of their data usage, buy additional services, and choose the most convenient payment option.
Versatile communications tools enable the MVNO to engage subscribers at key points in the CX cycle through automated outbound campaigns using various channels to offer upgrade opportunities and provide incentives that can help build loyalty and reduce churn.
Other tools such as real time charging and usage control can minimize MVNO financial risk while increasing network efficiency. Real-time charging helps eliminate costly overages that can lead to invoice shock – a major contributor to subscriber dissatisfaction.
Successfully managing the CX cycle from beginning to end requires balanced proactive and reactive CEM interactions with the customer. The proactive side of things manages products and services to guide and encourage subscribers in what they use and how they use them. The reactive side helps control and minimize subscriber issues that may have a negative CX impact leading to dissatisfaction and increased churn. In all cases, the goal of CEM is to delight customers at every stage of the CX cycle.