What does customer success mean in telcos?

Many companies in recent years – especially SaaS companies – have realized that creating a great software product that can be purchased online and easily deployed from a technical perspective does not necessarily mean that customers will get optimized results when using that product.

Moreover, today it’s not only easy to buy and test these products; it’s also easy to stop using them.

SQDM shares an article published by the Telco Professionals portal, in which Oren Tanhum details why you should adopt a customer success strategy and what the advantages of doing so are.

To overcome the challenges mentioned above, most SaaS providers have introduced a new department in their organizations that they call “Customer Success”.  Managers in that department are often responsible for ensuring successful installations and/or deployments within a customer’s environment in order to reduce churn rates.

Customer Success management fills the gap in an era of deeper customer relationships.

Customer Success departments are based on three pillars: in-depth knowledge of their customers, in-depth knowledge of the company’s products, and broad domain expertise.

This is because customer success managers have many functions and often collaborate cross-functionally with multiple departments in the organization.

According to the Customer Success Association, “Customer success management is an integration of marketing, sales, professional services, training and support functions and activities into a new profession that responds to the needs of companies with recurring revenue business models”.

The Importance of Customer Success in the Telco Space

At first glance, it would seem that the new position “Customer Success Manager” is similar to what we used to call a “Project Manager” or “Delivery Manager”, especially in the Telco environment.  It is well known that the deployment of telecom projects is a long-range task that requires a manager to be in charge.

Additionally, there is a big myth in telecommunications that customer churn rates are not a real threat in this industry, since customers – who commit to extended periods in deployments – are bound for the long term.

However, that’s not always the case; in my role as VP of Professional Services, I decided to embrace the customer success methodology.  I am driving the idea of working closely with our telco customers, ensuring that deployments and operations are responsive to customers’ business goals and helping them overcome their challenges and obstacles.

The three pillars mentioned above are key; deployment success teams need to be platform savvy and have a deep understanding of the telco space.  It is also critical that they understand their customers’ business, the challenges they face and what is important to an organization.

When executed correctly, success with the customer is a win-win; on the one hand, the provider helps customers increase efficiency and revenue.  On the other hand, that means a potentially larger budget for the supplier to increase sales and to cross-sell or team with the customer within a revenue-sharing model.

Turn knowledge into action

The importance of customer success becomes even more critical when it comes to BSS (Business Support Systems) solutions.  In these types of implementations – regardless of whether it is a wireless, wireline or combined enterprise – a true provider acting on behalf of its customer’s success will draw on all the expertise it has to identify gaps in business processes that have not been properly identified by the customer.

Combining a deep understanding of the telecommunications industry with a customer success strategy implementation can help reduce customer churn rates and optimize revenue collection processes.  At the same time, it enables providers to share industry best practices with their customers and turn knowledge into action.

Read the full article here.

For over eleven years, SQDM -Software Quality Driven Management- has been advising a vast group of telecommunications companies with professional consulting services ranging from back-office systems integration to cloud and on premise CRM strategies.  SQDM employs solutions developed by world leaders including Oracle, TIBCO, Microsoft and Salesforce CRM.

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