The “new normal”
The past few months have been extremely challenging for businesses and employees that had to adapt to new ways of working overnight. The COVID-19 crisis outbreak forced millions of people, who normally work from the office, to start working from home. This had a significant impact on telecommunication companies, which were expected to provide an impeccable service to support the employees who began working remotely.
Wonderflow has successfully collaborated with several telecommunication companies in the past. For this reason, its customer success team decided to conduct some research to assess the current state of these companies. As a result of the investigation, Wonderflow found out that multiple European telecommunication providers were experiencing the same issues.
The case of four telecommunication providers in Europe
Four European telecommunication companies shared that their internet service often dropped because the maximum capacity of users had been reached. As a result, employees working remotely on regular consumer packages started experiencing much more downtime than expected. This caused up to 50% increase in support requests, and a significant decrease in the customer satisfaction score (CSAT).
The four companies understood the value of the interactions and the insights hidden within them but lacked the ability to analyze unstructured feedback and calls at a large scale. The customer data from the chats, calls, emails, CRM (e.g., internal data, agent notes), and NPS could have been used by the organizations to understand better and solve its clients’ issues. For this reason, the telecommunication providers appointed multiple strategy groups to gather and analyze the data. These teams examined the conversations with the customers manually, using techniques like keyword counting.
The research teams were unable to analyze all the incoming customer data accurately. In fact, they only managed to analyze roughly 8% of the data. This profoundly influenced the results that the strategy groups were able to find. They were only able to find out that many clients were demanding to upgrade their contracts from regular to business ones (higher bandwidth). In fact, due to the changed working conditions, clients’ needs are different: customers are now willing to pay more and get premium subscriptions for the services which they need in order to work from home comfortably.
However, the interviewed telecommunication providers cannot offer business subscriptions without business registration. Therefore, according to the research teams, the overwhelming amount of data did not provide any practical insights into serving the customers better.
Is this really due to a lack of data insights?
The inability to accurately analyze vast amounts of data can be costly. Internal research teams trying to figure out what customers are saying without the support of any technology are destined to fail because of the lack of analysis accuracy and scalability.
With the help of Wonderflow, the four companies worked to improve their chatbot engines and provide better online content to help clients solve the issues they experience without the need to contact the customer support centers. This significantly reduced the clients’ contact requests, giving agents more time to work on other issues.
The support request reduction allowed the telecommunication providers to invest the money that was going to be spent in the call center in website optimization.
Wonderflow’s advice to navigate through these difficult times
Data analytics tools like Wonderflow can offer companies essential insights to drive business decisions. Businesses should be ideating strategies to keep their customers with them even if they cannot give them everything they ask for. Focusing on clients’ well-being is going to increase satisfaction and loyalty in the long-term.