The following blog provides an edited excerpt from the new white paper, “Orchestrating the omnichannel experience: what telcos must do to get it right and why“, produced by Ovum in partnership with IMImobile PLC (LON:IMO).
This slice of analysis from Ovum may have a few surprises in store regarding the progress of omnichannel and digital transformation in the telco industry. Mobile operators in Germany, for example, appear to be falling behind the pack with more telcos reporting that they haven’t yet started their omnichannel transformation efforts, while Spain and the UK seem to be charging ahead, with most reporting their programmes are either complete, well advanced or in progress. But however different the progress (or perception of progress) between countries, it’s nonetheless clear that the majority of telcos globally have a long way to go yet to achieve their omnichannel dreams – and many are still at the starting gate.
Consumers have never had as much choice as they do now in terms of how to interact with their service providers and brands. Customer service is increasingly moving toward being channel-agnostic, which means that telcos must be willing and able to provide customer service across the multiple communications channels that their customers use.
However, the way in which most telcos traditionally provide communications services – that is, as a series of silos – means that their underlying technology platforms are not equipped to provide their customers with as much orchestrated channel choice as is available.
Most telcos are a long way from having an effective omnichannel capability
Ovum research into omnichannel reveals that most telcos are still a long way from having the ability to orchestrate the customer experience in line with their customers’ many and various journeys.
