An omnichannel digital commerce and service platform for telecommunications – Omnitel

Customers drive todays telco

Today’s telecommunication market is saturated, making it difficult for companies to grow their customer base.

A substantial majority of Europeans own several mobile subscriptions and streaming services. In order to thrive in this market, telecoms must step up their game -- competing solely on price is no longer sustainable. With the scarcity of new users, telecoms are facing the complicated challenge of retaining existing customers. But how can a company build loyalty while maximizing customer lifetime value? There is no easy solution to the problem. When the market was growing, the right price and perceived value could win users over, but that time has passed. Now is the time to focus on customer loyalty.

So, what does a successful customer journey look like today? Unsurprisingly, whether it is telecoms or media streaming, customers want a satisfactory product, reliable service, and excellent customer support. This may sound simple, but a successful customer experience can be a complex endeavor when put into practice.

Regardless of the channel chosen, a customer expects a consistent level of service. Providing this omnichannel approach is a sure way to build engagement. However, it also requires building a personalized and consistent experience across all touchpoints. And it can only be created when multiple aspects are fulfilled:

  • A unified customer and data offer

  • A headless service-based architecture that consistently provides commerce, service and content opportunities at various touchpoints

  • An omnichannel real-time personalization engine that drives customer engagement and delivers loyalty

  • Constant contact with customers to understand their needs and address obstacles.

Omnitel - an omnichannel digital commerce and service platform addresses all of these requirements. It gives businesses the ultimate infrastructure to consistently serve customer needs regardless of the channel, touchpoint or device used on their journey. Furthermore, Omnitel can influence the user journey to redirect them to more efficient touchpoints, preventing them from using expensive, human-serviced channels. All of these personalized digital experiences can be delivered to the user in less than a second at the scale of billions of interactions to millions of customers.

Business expectations

The Omnitel platform supports the diversified offers of modern telecommunication companies encompassing:

  • mobile, internet, tv plans,

  • multiple kinds of devices and accessories,

  • value added services such as, insurance or extended warranties,

  • content, e.g. VOD titles or pay per view access.

Omnitel not only manages complex offers using advanced product catalogs, it leverages the attractiveness of the offers to drive a personalized recommendation dialogue, constantly changing the services and products which the customer sees.

This flow is managed entirely by AI algorithms that show the best offer at the best time to the right customer. For example, when a discovery engine recognizes that a certain customer is interested in a new phone, it will propose devices most likely to appeal to the user based on historical transactional data. When the user chooses a specific device, the AI can propose the best value-added services based on other users’ behaviors and habits. When finalizing the transaction, it can propose insurance and accessories related to the device being purchased. It can also give a discount which, based on AB testing, can persuade the customer to finalize the transaction. If the customer remains on the offer page for too long, a call-back pop-up will appear. A contact center agent can see all of a customer’s details, along with AI recommendations and offers tailored to that very user. Channel productivity for front-office employees can be increased by showing incentives that can help close the deal.

The Omnitel platform prevents customer churn by providing optimized renewal offers and constant customer engagement during the retention period to increase the probability of delivering the best offer. These strategies and incentives increase the likelihood of conversion and reach the customer on the channel through which they are most likely to convert.

Customer Experience Management

Customer Experience Management is key to ensuring the highest quality of customer experience at every stage and point of contact with the company. It empowers service people and the CX department with insights that can drive actions and initiatives to improve customer experience. The Experience Management system combines “X - data” (subjective experience data) + “O - data” (operational data from various legacy systems) and analyzes them to describe their impact on company business indicators.

OMNITEL: A digital omnichannel platform for sales and customer service in a modern telecoms company that provides consistent experiences, engages customers and constantly improves their user experience.

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