Thought Leadership

At IQPC’s recent CX Telecoms Exchange in London, Intent HQ hosted a Think Tank session tackling some of the key challenges faced by Telcos today. The packed-out session was led by our Chief Client Officer, Sharifah Amirah and our VP Global Sales, Dave Wardell. Delegates were challenged to assess how mature their organisation is in terms of Customer Intelligence. We discussed their organisation’s ‘readiness’ to support a Customer-First approach, and ability to win back customer wallet share from the FANG players.

Instead of being a silent consumer of products and services, the customer is becoming the center of the business universe. Leading brands are listening to their customers and introducing the practice of hyper-personalization.

In today’s world, technology is moving at speed. Disruption is occurring so frequently across so many industries even the biggest businesses are concerned about survival. They are right to be worried. Just look at the Netflix example, they are a classic disruptor. They have come into a world of TV and movies and changed the game.

Growth, levelling and decline are clearly observed across some of the major offerings as well as highlighting emerging players. As Netflix continues its global growth, many other providers of TV/Movie services are enabling their own on-demand capabilities.

In this second instalment, we will discuss how to achieve a position of digital privacy leadership. Here’s how to exceed customer expectations about privacy and build stronger relationships with consumers based on trust and empowerment.

Over the last 20 years, there’s no piece of technology that has revolutionised the way we live and work more than the mobile phone. It has transformed from a clunky curiosity to a powerful pocket computer that is all things to all people.

Here’s the theory: if we take all the data we possess about customers,  we could deduce a great deal and draw powerful insights. We could use this information to enhance customer experience better look after our customers and sell better products and services, tailored to their needs.

Telco Customer Experience and Marketing teams are failing to make emotional connections with their customers. They are frustrated because they are unable to use all of their data to develop rich customer insights. To add to their frustration they see other companies using data in a more personalised and engaging way than they are – we call this the Great Competitive Paradox.

The biggest problem that telecom operators face is keeping up with the demands of the connected customer. The bar isn’t being set by traditional competitors but by the renowned FANG (Facebook, Amazon, Netflix and Google) companies that have stolen wallet share and commoditised telcos’ offerings.

Data lakes have been around for eight years, and while the original concept was promising, many of the lakes have unfortunately turned into data swamps. This has prompted criticism of the concept itself.

Telco customers reward true personalization with high ROI. At the same time, they demand a brand experience that protects their privacy. A dataset that could solve both of those issues, when used correctly, is weblogs. An incredibly underutilized asset that all telcos possess. However, concerns about privacy, scalability challenges, and fears of potential misuse have created significant hesitation.