In today's highly competitive world, telecommunication companies looking to implement CRM successfully need fully integrated information systems in order to provide a common view of the customer throughout the organization. For telcos, CRM should support effective processes, customer communication via different channels and be a core element in a customer-centric business strategy.
With the deregulation of telecom services, business users and consumers now have considerable choice in selecting a service provider. When maintaining a service or ordering a new one, customers take into account the service quality, service price and customer service provided. The first two factors are relatively objective and simple to control but customer service is probably the most important, the hardest to get right and dissatisfaction is the number one reason for customer churn.
Telecom operators expect Customer Relationship Management (CRM) to improve customer service, reduce costs by cutting call times to Customer Care and increase revenues by improving cross-selling and customer acquisition success rates. In anincreasingly competitive services environment, telcos must respond to threats from other operators and use CRM systems to survive.
Most carriers have implemented customer management strategies, reorganized customer operations, deployed CRM solutions, and retrained their staff - but problems caused by technical roadblocks are still impeding their efforts and systems are failing to deliver expected bottom-line results. New support systems are giving startup telcos a huge advantage in CRM. As they are not encumbered by massive legacy systems, these carriers are implementing new systems from the ground up with limited custom coding and interoperable modules. In the battle to retain revenues, these carriers are setting the gold standard in customer service, leaving many incumbent telcos at the starting gate.
CRM integration is a crucial problem in any enterprise and telcos with legacy systems need an integration platform that seamlessly ties together all front- and back-office applications.
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