According to a KPMG survey of telecom CEOs, 93% worried about customer loyalty and an equal percentage were concerned about their competitors’ ability to draw customers away from them. Under these circumstances, the onus is on telecom companies to embark on end-to-end digitization of manual processes to make customer experience as seamless as possible. As businesses across industries move toward digitization, the telecom industry, a pioneer in this space, is considering the next step: zero touch order-to-activation. The need for zero-touch order-to-activation is driven by customer demand for rapid delivery of superior telecom services and ease of activation.
Manual order activation leads to revenue leakage and high level of errors
Real-time activation and service enablement are the engines of growth for a communication service provider (CSP) and are critical to customer acquisition and retention. Both in the consumer and enterprise market, the shift from voice to data is a clear indication of the expanding digital market along with demand for high data bandwidth requirements. However, many CSP’s still use a large number of manual touch points for activation, leading to high levels of errors, revenue leakage, and customer dissatisfaction.
Current telecom order management processes also involve multi-channel interventions for sales, order management, service provisioning, and service activation. The legacy systems that are currently used for provisioning and activating services are not designed to meet the current pace of change or the complexity of new service offerings and digitization. This technological barrier adversely impacts the effectiveness of service operations and new product launches, as well as increases operational expenditure and inconsistency in service delivery. The lack of commitment or delay in activation can lead to order cancellation or the customer switching over to a competitor.
So how can zero-touch order to activation process help CSPs drive superior customer experience and differentiate their offerings?
How zero-touch activation works
With zero-touch activation, your customers can perform order booking and service activation by selecting the required product and packages online, customize their plans based on their usage patterns, and check bandwidth availability using an online sales form available on your portal. They can provide all the mandatory information necessary to process the order on the online sales form. This web form can be enabled with an interface that connects with your upstream and downstream applications to ascertain and validate the customer profile, and approve the contract forms based on the inputs provided by the customer. The sales form can also be integrated with multiple back-end systems such as the credit, network inventory, and geographical information. This enables you to rapidly verify the credit worthiness of the customer as well as network and inventory availability, to check the feasibility status and complete the activation process.
After the new activation request is submitted, the last mile physical connection is established at the customer’s premises by a third-party vendor and the customer premises equipment (CPE) is delivered to the customer prior to the activation date. Thereafter, the customer is left only with the task of connecting the CPE to the network. Once the CPE is connected to the network, a link is established to interface with the backend application and the relevant information is loaded on the CPE along with the user credentials.
With zero-touch activation, the back-end systems automatically trigger the configurations on the CPE and provide privileges to connect the CPE to the internet. When the services are established, the network triggers notifications to the CRM and billing system to close the activation services, and also sends a welcome mailer with the validated customer data.
In essence, the entire telecom order-to-activation process transition is automated by using interfaces between multiple legacy systems and the consolidation of multiple systems on to one platform, thereby creating zero manual intervention. This, in turn, reduces lead time and improves the overall order-to-activation turnaround time.
Zero-touch activation with analytics drives faster revenue realization and better control over operating expenses
Zero-touch order management process can eliminate multiple-channel, contact center and sales force interactions, as well as technician visits to customer premises, while driving superior customer service and low operational costs. You could even take zero-touch order management a step further by integrating business intelligence and analytics tools that interface between multiple systems. This will allow you to closely monitor the end-to-end order flow, and you can create an intelligent digital dashboard. Such a dashboard provides high visibility into order processing time, inventory mismatches, and reasons for customer dropouts. It also helps identify potential errors, eliminating delays and proactively driving corrective action for improved customer satisfaction and loyalty.