Why Telecom Needs Attitude Change to Transform their Digital Persona
While the concept of the Digital Service Provider or DSP has been thoroughly discussed in the telecom industry for a while now, the transformation from Communications Service Provider (CSP) to a DSP has been a revolutionary one. Customers demanding omnichannel digital engagement – expecting transparency and the ability to make use of services freely, without having to rely on a third party – lies at the heart of this transformation from CSP to DSP.
Customer experience is no longer what it once was, having been irrevocably altered by disruptors like Uber, Airbnb, Google, Amazon and Netflix to name a few. The level of engagement between service providers and their customers has transformed, whereby, the customer is now armed with an abundance of knowledge, the right tools, and plenty of choices. No longer are customers just subscribers, but they are served based on their personal tastes towards products and services. The shift to DSP requires an understanding of the needs and expectations of the customers and the fact that customers are now in the driving seat. This adoption of a digital mindset is a journey that every employee needs to go through for the improvement in meeting customer needs.
Certain applications provided to customers offer fast access to services and information. Not only does this enhance customer engagement, but DSPs use this to empower digitally savvy customers by offering them a tailor-made self-service tool. These tools can allow access to usage and bills, data on services and give customers the option to browse and purchase new services and products.
Again mere engagement is not enough. It’s necessary to find new opportunities and ride the technology wave like AT&T has done with what can be called its IoT-as-a-service model that telecoms can learn from. Most service providers may think of IoT as only a revenue-earning channel, which maybe true as well. AT&T, on the other hand, upped their game to make IoT more than just a user-provider format to create a platform for various players to collaborate. This helps them connect directly with developers and offer them services that no other service provider has been able to address. Their DSP approach has created a customer group that no other telecom has even contemplated yet.
This digital transformation is about putting the customer at the core of the DSP business model, which in turn leads to a host of new opportunities in services and revenues. Another avenue for DSP is in enterprise where some DSPs have already managed to recreate their digital approach successfully in enterprises like Deutsche Telekom based in Germany and Telefonica’s Smart Step service.
While customer experience and engagement are extremely important, service providers should not limit their focus to this, as it does not entirely represent the digital transformation process nor the plenty of lucrative opportunities lying in wait. That’s why telecom providers need to understand that digital is an attitude and transformation an ongoing process that manifests this cultural shift to being agile when adapting to change.