{"id":17736,"date":"2013-02-26T02:30:40","date_gmt":"2013-02-26T02:30:40","guid":{"rendered":"https:\/\/sundaysky.com\/blog\/live-from-mobile-world-congress-how-to-enhance-the-customer-experience-in-the-first-90-days\/"},"modified":"2025-02-18T17:34:13","modified_gmt":"2025-02-18T17:34:13","slug":"live-from-mobile-world-congress-how-to-enhance-the-customer-experience-in-the-first-90-days","status":"publish","type":"blog","link":"https:\/\/sundaysky.com\/jp\/blog\/live-from-mobile-world-congress-how-to-enhance-the-customer-experience-in-the-first-90-days\/","title":{"rendered":"Live from Mobile World Congress: How to Enhance the Customer Experience in the \u201cFirst 90 Days\u201d"},"content":{"rendered":"

I\u2019m coming to you live from Spain, at day two of Mobile World Congress 2013<\/a>, where senior mobile professionals and partners from around the global convene to explore the innovative horizon. Though the future looks bright for mobile carriers everywhere, there are a few obstacles that continue to characterize the industry: high churn, high customer care costs, complex billing, and minimal differentiation.<\/p>\n

We know that the first 90 days of a customer joining a new mobile service provider are a critical time and touch point. It\u2019s make or break. Successful customer relationships start in these first three months, yet are also commonly the most costly from a care perspective. Why? This infographic will give you an idea of the care costs that mobile telecommunications providers face:<\/p>\n

The first three months of a new customer relationship is when mobile providers receive the greatest volume of contact center inquiries, usually related to the first month\u2019s billing statement. This bill shock typically results in customer attrition \u2013 in fact, 10% to 20% of mobile customer\u2019s churn annually. Additionally, the industry on average sees $5 to $8 of customer care costs per new subscriber support issue, and about 8 minutes or more per support call handle time. Whoa! I\u2019m no mobile carrier, but I know this would drain my wallet. So what\u2019s a mobile provider to do?<\/p>\n

Deliver differentiated experiences at multiple touch points that are informative, relevant and engaging to the customer. Not only will this aid in combating churn and reducing call inquiries, the likelihood of gaining the customer\u2019s trust, and increasing brand engagement, lifetime loyalty and value, is heightened. I\u2019m talking Mount Everest high.<\/p>\n

But don\u2019t take my word for it, take theirs: This year, 75% of the top US wireless providers<\/a> are supporting their customer care strategies by delivering personalized experiences to their customers, in the form of smart videos. AT&T has already recognized the value opportunities<\/a> that exist when customers receive differentiated digital experiences, such as personalized video bills<\/a>, by 85% customer satisfaction and \u201ca significant reduction in bill-related calls,\u201d says the mobile giant\u2019s senior EVP of technology and network operations, John Donovan.<\/p>\n

So where do you start? Here are three ways mobile providers can deliver smarter, more engaging customer experiences to enhance their first 90 days\u2019 initiatives.<\/p>\n

\"Mobile<\/h3>\n

#1.\u00a0Proactively onboard new mobile customers with welcome experiences<\/h3>\n

First impressions are everything. On job interviews, on the single\u2019s dating scene, and especially in new customer relationships. When a customer purchases a new service plan or device, mobile providers can proactively onboard him or her by educating on key elements and any actions to take, personalized to the customer based on account details. Whether it is signing up for auto-payment or explaining the brand\u2019s rewards and loyalty program (see<\/em> example SmartVideo scene at right<\/em>), delivering an engaging welcome experience results in a positive first customer experience. Satisfying customers at this first touch point increases a brand\u2019s Net Promoter Score, and can ultimately foster deeper customer loyalty and lifetime value. And, well, in an industry where the average NPS is a rough 26, a bit of customer love can go a long way.<\/p>\n

#2. Enhance the customer experience with first bill delivery<\/h3>\n

Extending a personalized experience to the delivery of a customer\u2019s first billing statement can present easier-to-understand line items that ultimately reduce the number and duration of bill-related calls from new subscribers. In addition to combating bill confusion<\/a>, smarter bill delivery can also boost customer engagement and brand loyalty<\/a>. \u2018Nuff said.<\/p>\n

#3.\u00a0Support retention initiatives by engaging at-risk customers<\/h3>\n

By analyzing the customer\u2019s current mobile data usage and service patterns, providers can recommended tailored plans that best serve the subscriber\u2019s needs. Paying less for a current plan or changing to a new mobile plan are instances in which the provider can proactively\u00a0engage at-risk customers in support of retention initiatives that promote transparency, ensure an optimal brand experience, and boost average revenue per user.<\/p>\n

Connecting with subscribers on a one-to-one, personal level will allow mobile brands to enhance their customer experiences, resulting in churn reduction, deeper customer loyalty and value, and increased competitiveness in the industry. Don\u2019t believe me? I\u2019m here all week.<\/p>\n

Visit SundaySky all week at Mobile World Congress in the Cloud Pavilion, at Booth #8.1E41 to learn more about SmartVideo for telecommunications leaders.<\/h4>\n","protected":false},"excerpt":{"rendered":"

Three ways mobile telecommunication providers can deliver smarter, more engaging customer experiences to enhance their first 90 days\u2019 initiatives.<\/p>\n","protected":false},"author":13,"featured_media":20087,"comment_status":"closed","ping_status":"closed","template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"footnotes":""},"industry":[101],"use_case":[107],"blog-topic":[78],"class_list":["post-17736","blog","type-blog","status-publish","format-standard","has-post-thumbnail","hentry","industry-telecommunication","use_case-onboarding","blog-topic-customer-care"],"acf":[],"yoast_head":"\nLive from Mobile World Congress: How to Enhance the Customer Experience in the \u201cFirst 90 Days\u201d | SundaySky<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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