Transforming telecoms: Simpler systems, smarter workflows

The pandemic has upped the ante for great CX

Work should be intuitive. However, many telecom customers share the common frustration of connecting disparate processes, silos, and systems.

Work-from-home directives have transformed living rooms into makeshift offices, classrooms, and gyms. Telecommunications providers — the backbone of our new normal — must transform operations and remove friction points to deliver seamless work experiences as transmission loads and reliance on networks skyrocket.

As companies prepare to restart in 2021, telecom executives must ensure that COVID-era digital transformation projects fit this new framework properly.

To stay on top, customers must come first

Among all the changes for telecoms this year, one thing has remained the same: the need to seek competitive advantage through greater agility and scale. Digitising to become more customer-centric is non-negotiable, regardless of a company’s size or market position.

Telecoms require increasingly smart and flexible combinations of technology infrastructure, as they simplify the process of meeting the communication needs of consumer and enterprise customers.

The customer journey, however, could hardly be more complex.

Take broadband, for example. There are countless different packages on the market, all of which offer different devices, with different security standards. At the same time, capacity is increasingly limited, making it harder for operators to guarantee optimal service, all of the time. With so many variables, it’s difficult to know exactly what is going on with every individual consumer — and that’s before you even start to consider all the steps in the installation process, from delivery to setup, activation, and billing.

While most enterprises have four to five core platforms in their ecosystem that employees need to manage, given this complexity, that number is often greater for telecoms.

Digital transformation of the telecom enterprise, therefore, has two major goals: unlocking productivity through automation and orchestration of workloads across every department, and creating great experiences for customers and employees by focusing on what people encounter, observe, or feel when they interact with a service. Employees, for instance, shouldn’t have to spend a lot of time looking for things; to the contrary, things should come looking for them.

For SME customers, getting services right lays the foundation for long-term profitable relationships as those businesses continue to grow and place greater demand on telecom infrastructure and services.

Simplifying systems with smart workflows

It is this industrywide challenge to simplify spaghetti-like internal systems and processes that led ServiceNow to develop a solution specifically for telecommunications providers.

Delivered in partnership with Accenture, our suite of workflows will change how telecoms operate and support their delivery of reimagined customer experiences.

We’ve created intelligent workflows that align customer care and service assurance by proactively anticipating customer-facing issues and addressing them quickly. Our solution uses machine learning to help remove back-office bottlenecks and orchestrate workflows between departments.

By applying intelligence to everyday processes within telecom businesses — prioritising, categorising, routing workflows, and predicting anomalies — employees get more work more easily. Data can be quickly and accurately correlated to identify common errors. Remediations can be predicted, freeing up employees to personalise the customer experience.

That matters, because happy customers mean greater retention and, ideally, a greater adoption of new products and services. For SME customers, getting services right lays the foundation for long-term profitable relationships as those businesses continue to grow and place greater demand on telecom infrastructure and services.

Francesco Venturini, Accenture’s senior managing director for global communications and media, said this new set of integrated solutions will improve automation, efficiency, and effectiveness in customer service management, service assurance, and intelligent network operations through a combination of technology, analytics, and operation solutions.

A digital future for telecoms

As organisations prepare for the next wave of challenges, investment in digital transformation will help reshape business and boost productivity. With the transition to 5G underway, utilities moving into broadband, and telecoms eyeing new opportunities in the energy industry, customer experience will become the next competitive battleground.

ServiceNow’s telecommunications solution puts people at the heart of every workflow. Its innovative technologies breathe new life into legacy platforms — and ensure senior executives always put customer experience first.