Changing the Customer Service Narrative for Telcos and MSOs

By Brian Gregory, Edgewater Networks

EWN_Logo_1SEP11Customer satisfaction should be the number one priority for any company looking to have long term viability in its market. However, ensuring that a wide customer base, with radically different user profiles, are well served on a consistent basis with high customer service ratings can be a difficult proposition, especially for telecommunication companies. Creating a winning strategy is key to reducing churn and increasing customer retention.

Telecoms Are Fighting Back Against Their Industry Reputation

Comcast came out with a “customer guarantee” that vows to respect customers’ time with 2 hour appointment windows, comprehensive self-service tools with 24/7 support, and a $20 credit if they’re ever late. T-Mobile, introduced its  #getthanked campaign that rewards customers with goodies just for being customers every Tuesday. It’s a start, but there’s only so much goodwill telecoms can garner with customer concessions. Real change, the kind that will truly make a dent in customer perceptions, begins at the ground level.

Huge investments are being made in telecom infrastructure. Mergers, acquisitions and strategic partnerships continue to redefine the market. While too-little competition was once cited as the main reason why telecoms delivered sub-par service, there has been a shift.  Through social media and other avenues, customers have become the real benchmark, not the competition. They are making demands regarding how they want to be serviced and supported. If they’re not met, brands suffer reputational damage that impact revenue.

If It Won’t Break, No One Will Complain About it

Telecoms and MSOs need an architectural overhaul in the form of Network Edge Orchestration to achieve real gains. As a hybrid cloud/edge solution, network edge orchestration revolutionizes the way that CSPs can interact with their customers. With it, they receive granular data from, and achieve granular control over customer sites. This key differentiator has the power to change customer perception.

Network edge orchestration combines SIP, voice and data traffic management, and service quality monitoring into one solution and delivers continuous connectivity through WAN link redundancy and service survivability. Security, service management, and analytics are delivered in an unlimited number of deployment scenarios with this approach, including OTT. Intelligent Edges offer zero touch provisioning, and remote management of network endpoints for secure IP Communications.

The result? Full control over the customer edge. When telecoms and multi-service providers adopt network edge orchestration, they can better pinpoint problems and serve customers.

Building More Reliable Networks

Customer-centric technology is the present and future of telecom. While appeasing customer woes with public service campaigns may be a band-aid on the problem, real change needs to occur in server rooms, data centers, and SIP trunks. Network edge orchestration is the solution that gives telecoms the flexibility they need to keep pace with customer demands.

Want to understand more about how to rapidly deploy VoIP for your customers in a sustainable, fault-tolerant manner. Check out Edgewater Networks guide to Redefining the VoIP Service Delivery Model for Rapid Expansion.

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