What does success with the customer mean in the field of telcos?

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

In addition, today it is not only easy to buy and test these products; it is also easy to stop using them.

SQDM shares an article published by the Telco Professionals portal, in which Oren Tanhum details why it is necessary to adopt a successful strategy with the customer and what the advantages of doing so are.

To overcome the challenges initially mentioned, most SaaS providers 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

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

This is because Customer Success Managers have many roles and often collaborate across 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 in a new profession that meets 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 arena.  It is well known that the deployment of telecommunication projects is a far-reaching task that requires a manager to be in charge.

Additionally, there is a big myth in telecommunications that pretends that customer cancellation rates are not a real threat in this industry, since customers -who commit to extended periods in deployments- are tied to the long term.

However, that is not always the case; in my role as VP of Professional Services, I decided to adopt the customer success methodology.  I am driving the idea of working closely with our telcos 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; successful deployment teams need to know the platform and have a deep understanding of the telecommunication space.  It is also very important 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 situation; on the one hand, the provider helps customers increase their 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 up with the customer within a revenue-sharing model.

Turn knowledge into action

The importance of success with the client becomes more fundamental when talking about BSS (Business Support Systems) solutions.  In this type of implementations – no matter if it is a wireless, wired or combined company – a true provider acting on behalf of its customer’s success, will rely on all the experience 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 successful customer 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 more than eleven years, SQDM -Software Quality Driven Management- has advised a vast group of telecommunication companies with professional consulting services ranging from backoffice systems integration to cloud and on premise CRM strategies.  SQDM uses solutions developed by world leaders, among which are Oracle, TIBCO, Microsoft and Salesforce CRM.

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