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STATE OF CX 2024
How Leading Telecom Brands Deliver 3x Better Customer Experience
The Secret That Enables Telecommunication Brands to Deliver 3x Better Customer Experience
Top-performing telecommunication brands distinguish themselves by providing exceptional customer experiences, making them three times more likely to succeed in customer satisfaction compared to their competitors. However, the impact of these superior experiences goes beyond customer satisfaction; they also strengthen emotional connections, enhance brand loyalty, and create lasting business benefits. According to the recent State of CX Study | 2024 Edition, customers who receive outstanding support are 15 times more likely to report increased loyalty after the experience. So, what exactly sets these leading telecom brands apart?
The Challenges of Managing Multi-Channel Customer Journeys
One of the biggest obstacles for telecom brands is managing customer interactions across an increasing number of communication channels. With customers reaching out via phone, web, chat, social media, and messaging apps, the complexity of delivering a unified experience grows significantly. Fragmented data and siloed operations make it harder to meet rising customer expectations.
Each channel requires staffing, training, and technical support, which increases operational costs and complicates efforts to create a seamless customer experience. On average, it takes two interactions to resolve a customer request. The phone remains the dominant channel, as more than half of all customer requests involve phone support at some point. Chat, text, and email represent the next set of high-volume communication channels, making consistency across these touchpoints vital to customer satisfaction.
The Challenges of Managing Multi-Channel Customer Journeys
One of the biggest obstacles for telecom brands is managing customer interactions across an increasing number of communication channels. With customers reaching out via phone, web, chat, social media, and messaging apps, the complexity of delivering a unified experience grows significantly. Fragmented data and siloed operations make it harder to meet rising customer expectations.
Each channel requires staffing, training, and technical support, which increases operational costs and complicates efforts to create a seamless customer experience. On average, it takes two interactions to resolve a customer request. The phone remains the dominant channel, as more than half of all customer requests involve phone support at some point. Chat, text, and email represent the next set of high-volume communication channels, making consistency across these touchpoints vital to customer satisfaction.
The Complexity of Support Requests: A Weak Spot for Brands
The type of customer support request also plays a critical role in overall satisfaction. Simple requests, such as questions about service plans or device functionality, should be resolved swiftly. Yet, only 35% of these cases are handled exceptionally well, leaving many customers frustrated by delays. Even top telecom brands, known for excelling in many areas, struggle to resolve basic issues quickly, which negatively affects the overall customer experience.
The bigger challenge lies in managing complex issues, particularly billing and payment problems, which account for 21% of all support requests. These issues are often mishandled, leading to long wait times, transfers between departments, or forcing customers to repeat their problem multiple times. The result is low customer experience (CX) scores, ranging from 37% for phone interactions to just 19% for mobile app interactions. However, email stands out as the second most effective channel in handling the important but frustrating billing and payment interactions, further highlighting the importance of mastering email communication.
Telecom companies that fail to effectively address billing and payment concerns are more likely to see customer churn, even if they excel in other areas. This remains a weak point for all telecom brands, including the top performers.
The Importance of Consistency in Cross-Channel Experiences
A consistent customer experience across different platforms—such as mobile apps, websites, social media, and customer support channels—is crucial for building trust. Inconsistencies between these touchpoints create fragmented customer journeys, causing frustration and weakening loyalty. For example, customers may find it harder to resolve issues when switching from phone support to chat or email. This inconsistency not only decreases loyalty but also highlights operational issues, such as poor coordination between departments.
Today’s customers demand seamless and personalized service. Brands that fail to deliver risk losing opportunities to build strong relationships and encourage brand advocacy. The disparity in customer experiences across different platforms is notable: 36% of customers report an exceptional experience via phone, compared to only 24% through mobile apps. Email stands out as the second most effective channel, with 35% of customers rating it highly, underscoring its vital role in telecom support.
A key insight is how leading brands outperform others in email communication. Customers of top brands are 1.6 times more likely to find emailing easy. This excellence in email support allows leading brands to distinguish themselves from their competitors, enhancing customer satisfaction and loyalty.
When brands fail to align their customer service across all channels, it not only impacts customer loyalty but also affects revenue, as frustrated customers are more likely to switch to competitors with smoother, more integrated experiences. Leading brands may struggle with consistency across all touchpoints, but they excel in providing a superior email experience. This advantage has significantly improved their overall customer experience performance.
The Path to Exceptional Customer Experience
Email communication has become a key channel for top telecommunication brands in delivering exceptional customer experiences. While many brands struggle to ensure consistency across various platforms, leading performers have effectively utilized email to resolve issues and provide clear, efficient communication. Since many customer interactions eventually shift to email, excelling in this channel is now vital for enhancing both satisfaction and loyalty.
By prioritizing email interactions, top telecom brands can address common issues with fragmented cross-channel experiences. This focus on email not only creates more seamless customer journeys but also strengthens these brands' leadership in customer experience. The ability to offer superior email support has become a major differentiator, giving telecom brands a significant advantage in retaining customers and fostering long-term loyalty.
The Author: A Brief History
JASON TEN-POW
Jason Ten-Pow is a trailblazer in customer experience (CX) transformation, strategy, and analytics. He has worked with Fortune 500 companies and growth brands across various industries, including technology, healthcare, consumer goods, and financial services, to strengthen customer relationships, enhance retention strategies, and improve customer support processes. Ten-Pow has guided global giants like Intel, Deloitte, and Coca-Cola in mastering CX.
In 2001, Ten-Pow founded ONR, a pioneering firm focused on online research in customer satisfaction, experience, and segmentation. Under his vision and leadership, ONR has continuously invested in proprietary systems, research, and analytics tools to drive client business growth, improve customer journey strategies, and enhance post-purchase support and retention.
In 2021, Ten-Pow published the best-selling book Unbreakable, which outlines the five stages of CX mastery, providing companies with a roadmap to elevate customer relationships. His innovative strategies have transformed the way businesses interact with their customers, resulting in increased revenue, operational efficiency, and employee engagement for his clients.
In 2023, ONR launched its latest platform, bespokeCX, offering VoC, advanced customer intelligence analytics and actionable strategy development. This platform helps businesses understand their unique challenges and develop tailored action plans based on customer insights for a personalized, frictionless experience.
Based in Toronto and Orlando, Jason Ten-Pow remains at the forefront of CX excellence, committed to helping brands thrive through exceptional customer loyalty and strategic insight.
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