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Optimising customer experience and business interactions with telecoms

Irrespective of the sector a business works in, the need to stand out from the crowd is critical to gain and retain a competitive edge. No opportunity can be missed to make customers feel valued and unique, especially in crowded, commoditised sectors where options to differentiate one business from another may be more limited.

One of these areas of differentiation is telecoms, according to converged contact specialist, Enreach. The shift to home working has required telecom providers to move away from supplying systems and services focused on all employees being in a single location, to more flexible solutions which cater to employees who may not even be in the same country, let alone the same building. This is especially the case for small to medium enterprises (SMEs) servicing customers nationwide or even internationally. The experience for customers needs to be consistent, high-quality, and seamless wherever and whenever it is accessed – whether the interaction relates to a sales enquiry, billing, customer support, or a service requirement.

Leading providers have innovated new solutions and ways of working and prominent among them have been Enreach with an approach based on converged contact solutions.

The modern customer does not necessarily communicate only through voice, email, and chat. Modern converged contact solutions are increasingly bringing together the capability for communication via SMS, WhatsApp, other messaging platforms, and even in-app conversations. This flexibility will continue as new messaging and communications trends continue to develop and will also extend to other functions such as payments and e-ticketing.

Following on from that, modern solutions are now enabling customer and user conversations that begin on one channel to be transferred and continued across others, without any loss of the conversation’s history. This prevents customers from having to completely restart an enquiry when, for example, they move from an enquiry via a website to a telephone or email conversation.

That flexibility is extending to staff too, with the latest communication technology enabling easy and rapid transition across and between communications platforms. Above all, communication solutions must retain the flexibility to grow with their users and allow the addition of additional functionalities as business needs, and in particular customer needs, continue to evolve.

Data harnessed in this way can also be used to understand patterns in customer behaviours, develop customer personas and adapt communications and service offerings accordingly, to deliver stand-out, memorable CX and set your business apart.

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