Making the Difference for Customers: Three Levers to Achieve Superior Experience in Telco Business!

Andreas Penkert (), Julia Steffens () and Sascha Krpanic ()
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Andreas Penkert: Detecon International GmbH
Julia Steffens: Detecon International GmbH
Sascha Krpanic: Detecon International GmbH

A chapter in Future Telco, 2019, pp 275-283 from Springer

Abstract: Abstract Nowadays, telcos are facing enormous challenges through ongoing changing market environments—customer, competitor and technological vise. To overcome this, innovative and proprietary products as well as services are no longer sufficient alone. Companies have to engage more and more with their customer and focus on their experience at any touchpoint. Companies should focus on three levers to address this development: Customer understanding can be created with methods like personas and customer journey mapping. Innovative technologies like virtual reality, augmented reality (VR/AR) as well as artificial intelligence (AI) boost customer experience by enabling modern und unique products, services and touchpoints. The fulfillment of customer experience in organization and governance can be enabled by establishing a customer board. Originating such a customer experience ecosystem based on these levers enables telcos to meet and possibly exceed their customer expectations and stay competitive in the long-run.

Keywords: Customer experience; Personas; Customer journey; Artificial intelligence; Augmented reality; Virtual reality; Customer board; Ecosystems (search for similar items in EconPapers)
Date: 2019
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DOI: 10.1007/978-3-319-77724-5_24

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