Providing an omni-channel customer service experience to meet the expectations of today’s telecom consumers.
Consumer demands have evolved. A new normal of consumer expectations has emerged in the years following the global COVID-19 pandemic. We’ve experienced a dramatic rise and continuation of remote working, e-learning, video conferencing, gaming, and streaming services.
This has led to an increased consumer reliance on end-to-end availability of fixed and mobile services. Consumers expect these services to be reliable, and when there is a problem, they expect it to be solved with little effort.
When something does go wrong, consumers want to make use of their own preferred customer service channels. There is a strong preference for digital channels including the service provider website, mobile application, chatbot and social media. Younger generations will tend to give up and abandon customer service altogether if they can’t find the answer online, or it takes too much effort to contact a live person1. They expect an overall connected customer service journey, and no need to repeat themselves once interacting with the live person in the contact center. Disconnects between self-service and assisted-service damage CX and leave customers frustrated2.
Omni-channel customer service
Omni-channel customer service combines the otherwise separate customer service channels into a single system. This enables a seamless customer experience regardless of the channel. It allows the system to manage the complete customer service journey as it traverses between channels. This provides a better quality of experience for the consumer, while also providing the contact center agents will full visibility into the customer’s earlier interactions via digital channels.
Motive SMP capabilities deliver omni-channel customer service
The Motive Service Management Platform is an omni-channel workflow solution for Telco customer service. It uses machine learning driven workflows to solve customer issues faster. The Service Management Platform enables market proven use cases across home, mobile and field care services, for agent and digital channels. It is helping service providers around the world improve customer satisfaction, build brand loyalty, and reduce contact center OPEX.
SMP provides a rich set of features that enable a service provider to deliver an omni-channel service experience to solve their customers’ device and service issues.
SMP Interactive Workflows
SMP provides a highly scalable interactive workflow engine supporting multiple configurable channels. Interactive workflows guide human users (consumers or agents) through complex troubleshooting processes while performing automated diagnostics and applying resolution actions.
SMP Interactive Workflows are channel-aware; a common workflow definition can be invoked in different channels whereby the user presentation layer (prompts, diagrams, etc.) is tailored to the channel. This creates a consistent process across channels and simplifies the workflow creation effort. SMP also provides the ability to create channel-specific workflow definitions where desired.
SMP Activities
SMP Activities are used to abstract tasks performed in workflows. Activities are a special type of subflow for interactive workflows. Each Activity has a pre-defined contract with the calling parent workflow for the subflow to follow. In an Activity, the workflow author specifies the inputs, outputs, and end states that the subflow must use. A different implementation for the Activity is allowed for each channel. For example, an agent serving a voice channel may perform the steps of a check differently than a consumer would using a self-service channel – however the same check is done in either case.
At runtime, when an Activity is executed, the specific implementation for the current channel is chosen. The status of Activity executions is maintained across SMP sessions. SMP maintains a session history for all executed Activities for all agents and subscribers.
Activities in workflows guide the agent or subscriber user to avoid repeating tasks that were performed in other channels or sessions. This provides a seamless customer experience when a service journey traverses from digital channels to assisted channels and vice versa.
Customer Service Portal
SMP features a Customer Service Portal implementing a reference agent dashboard designed for efficiency and ease of personalization.
The Customer Service Portal includes a history widget providing a concise omni-channel summary of the subscriber’s troubleshooting sessions. This, along with a more detailed history page, shows the agent a summary of all the customer interactions in every channel and detailed Activity results.
Discover how Motive SMP can improve your customer service experience
The Service Management Platform is the cornerstone of successful omni-channel customer service solutions for home, mobile, Internet of Things (IoT) and enterprise devices and services across the globe. It helps companies adopt customer service processes that deliver the highest possible customer satisfaction at the lowest possible cost. The Service Management Platform is the choice of CSPs seeking to give customer service representatives (CSRs), technicians and consumers solutions that help drive loyalty and generate fast ROI.
References:
1 Gartner, Top Priorities for Customer Service Leaders in 2024
2 Gartner, Break Down Channel Silos for a Better Customer Service Experience