The Digital Journey Comprises Customers, Services

Clearly, telcos want to evolve their networks because agile systems are more efficient and offer greater OPEX relief.

Change also involves new customer-oriented business models. This could mean reorganizing a customer management team toward proactive outreach and loyalty management. Indeed, transforming with the customer in mind could require reevaluating an operator’s overall corporate culture so that everyone from sales, marketing, service and product development can deliver on a more automated customer-first approach.

The Digital Service Journey

This journey involves all of the processes, strategies and technologies telcos must embrace to develop and deliver a large variety of dynamic digital services for discerning customers. The focus here is the end-to-end orchestration of hybrid services – leveraging both traditional telco assets, and new cloud-based services customers expect in the digital economy.

Customers should be able to self-select, configure and purchase any digital service from an easily accessible catalog – including attractive new content and digital services developed in-house or through partnerships – at any time. Once chosen, a modern OSS should be able to quickly compose, assure and deliver that service in line with company policies and customer expectations. Everything should operate seamlessly in a secure feedback loop, so that current behaviors inform future service opportunities.

Naturally, the construction and evolution of the operator’s network is critical. It's next to impossible to deliver such a model at the speed customers demand when you’re working with a closed, monolithic, homogenous vertical IT stack. Modern telco networks require openness, flexibility and the ability for service components to interact “conversationally,” with different SDKs, APIs and services operating together.

Telcos moving in this direction see less value in buying a single stack solution from one vendor. For example, the transition toward network functions virtualization (NFV) provides the modularity and freedom for operators to purchase virtual network functions (VNF) from any vendor, and rely on common technologies that can interact with everything across the board. So, the digital service journey involves a distinct move toward multi-vendor, conversational network infrastructures.

Similarly, the OSS layer must become more flexible and intuitive as orchestration increasingly becomes the domain of non-IT telco staffers. That means moving toward a role-specific OSS, where unique aspects of service orchestration can be viewed and managed from a customer service manager perspective rather than that of a network service designer, as one example.

Everything comes back to how the operator network supports what is being offered on the front end. Clearly, telcos want to evolve their networks because agile systems are more efficient and offer greater OPEX relief. But, a more dynamic service approach also makes it possible to explore new business models, service verticals and non-industry partnerships creating more top-line revenue opportunities

The Ideal Digital Journey

So, what should this new journey look like for you, the telco operator?

A new customer chooses you because you offer great solutions, the most flexible service terms and a reputation for great customer service. Your business is finely tuned to empower these customers, whether it’s through perfectly timed automated service recommendations or satisfying, situation-relevant customer support experiences.

Your service catalog is dynamic, automated, and appealing to the most digitally savvy buyers. Your network is primed to deliver these services in a timely and cost-effective way. The customer stays with you longer, adding on more services over time, and becoming a loyal advocate for your brand. Your subscriber base grows, along with your revenue. You enter new markets and verticals, further strengthening your brand.

That’s what’s possible when you evolve what you do from a customer and service perspective. Sounds like the right path, doesn’t it?


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