Getting CX Right with Telia Carrier

By: Scott St. John, Pipeline

Customer experience (CX) is a nebulous term with a whole host of companies paying lip service to it. On the surface, CX is nothing more than the experience your customers have when interacting with your company. Seems simple. But in reality, it’s more complicated than that, and it’s growing more complex as customers have more options to interface with your company, its services, and its various customer-facing systems. In addition, customers have more provider choices today, and the experience they have with your company may be your greatest competitive advantage.

In this new landscape, it’s far easier to get CX wrong than right—which is why when we learn of a company that is getting it right, we feel it’s important to showcase them.

Pipeline recently had the opportunity to discuss CX with Andy Haynes, COO of Telia Carrier. Telia Carrier provides connectivity services to more than 2,000 wholesale customers in 120 countries, as well as multinational enterprises whose businesses rely on digital infrastructure. Its global Internet services connect more than 700 cloud, security and content providers with low latency, and its IP customers account for nearly 60 percent of all Internet routes. It has hundreds of diverse employees around the world, and we wanted to find out why and how Telia Carrier’s award-winning customer service has become a key corporate pillar internally and a shining example for its customers and the industry. The numbers tell a story of success: 75 percent of customer issues are resolved without escalation—50 percent on first-call resolution—and Telia Carrier saw a 20 percent increase in Net Promoter Score (NPS) in its latest customer survey.

The Customer Service Experience

A good CX strategy is centered on service, from the experience your customers have with ordering your service to the quality of the service itself. If it’s difficult for your customer to buy your services, it’s probably easier for them to buy from your competition. If you don’t meet your customer’s quality expectations, it’s never been easier for them to churn—especially when your competitors are getting CX right, making it easy for them to buy from them and ensuring their services quality meets their customers’ expectations.

“We see the sales, delivery, and incident resolution processes as the primary factors that move the needle when it comes to improving the customer experience,” Andy Haynes told Pipeline.

The customer journey, and experience, typically starts with the sales process. Buying from you is the first interaction your customer has with your company, and the impression it creates lasts.

“If a salesperson cannot articulate the service offering and price to a customer within three minutes on an iPad, we’re doing something wrong,” Haynes remarked. “It’s important our salespeople understand the customer’s needs, their desired outcomes, and provide clear communication to the customer—and do so as quickly as possible.”


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