Delivering personalised and intuitive digital customer-centric experiences was once the preserve of digitally native tech-savvy giants. Not so anymore. In a data-driven world, exceeding – or better still – anticipating customer expectations confers a crucial competitive edge. We’re on the cusp of a new wave of disruption powered by flexible cloud-based computing and formidable AI-driven analytics, and the identity of the new disruptors may surprise you, writes Joy King, VP of go-to-market strategy at Optivia.These “new kids on the block” have actually been there from the start. Telcos, long relegated to the status of “dumb pipes” for over-the-top (OTT) media services, have struggled to extract value from their increasingly commoditized business models. But telcos are sitting on a data treasure trove that AI and cloud computing are beginning to unlock, and some telcos are now capitalising on that goldmine. By analysing the patterns in their customers’ real-time behaviours and preferences, telcos deliver an end-user experience that could rival any tech giant. Aspiring mobile virtual network operators (MVNOs) looking to offer their mobile services are especially taking note of these capabilities, seeking to define the customer experience and reinforce their reputation for fast, convenient service.
It all starts with the customer and event data pouring into the business support system (BSS) and how cloud compute capacity and analytics-driven AI can power a more contemporary approach to customer onboarding and ongoing engagement. Here are five ways operators can operationalise their current BSS data to delight and surprise their customers.
1. As easy as click, click, click, click
Every online interaction leaves a digital footprint, so harnessing BSS data gives MVNOs unprecedented insights into customer pain points and how to resolve them. Every digital touchpoint can be streamlined, simplifying processes like onboarding or customer service queries. For instance, Peruvian MVNO Guinea Mobile uses an AI-powered, highly flexible, cloud-based BSS data analytics engine to streamline new customer onboarding down to just four clicks. This ultra-slick onboarding is just the start of the frictionless customer journey. Using intelligent, advanced analysis of BSS data and large language model (LLM) integration, MVNOs can deliver enhanced customer service chat functionality capable of resolving sophisticated queries. Moreover, improving self-service capabilities saves operators resources in the longer term, and it is the preferred option for dealing with customer service queries for two-thirds of customers, if it is done in a truly personalised and effective manner.
2. Proactive customer retention
Improved tracking of customer lifecycle journeys is essential for BSS data to help identify cross-selling opportunities. BSS data reveals real-time usage patterns that show which services are working (or not) for customers and can also predict churn. Early interventions can turn around customer perception, increase loyalty, and improve satisfaction scores. These interventions are triggered by something like an unpaid bill or negative feedback, which are obvious red flags for churn. However, BSS data can also reveal more subtle signs of potential churn, like little or decreasing usage of certain services or a lack of engagement with offers or messages. When a subscriber is considered a churn risk based on usage patterns, MVNOs can proactively suggest more suitable or enticing tariffs or bundles.
3. Personalisation and partnerships
Offers and bundles aren’t new in mobile, but they could be smarter and more targeted. Typically, an MNO will partner with a mobile phone manufacturer or a streaming platform to bundle their services and create better customer value propositions. However, MNOs are now increasingly switching to more agile, cloud-based BSS platforms that enable them to onboard many partners at scale and, using their BSS data, can intelligently assess which offers will appeal to particular customers. This is already becoming a competitive differentiator with MVNOs like New Zealand’s Nova Energy, which offers mobile services bundled with utilities, meaning customers get a good deal on their energy prices and mobile services via a simple, unified bill at the end of each month. In West Africa, MTN Benin partnered with the transportation app Gozem to help drivers and riders not use their data allowance. Amazon recently partnered with Dish in the USA to offer mobile connectivity as part of its Prime package. Increasingly, MNOs and MVNOs are collaborating with multiple, diverse partners to optimise their platforms for the needs of their users, finding commercial, technical, and marketing-based synergies. For users, correctly targeted personalisation offers increased engagement and loyalty. They’re an excellent way to create more “sticky” service bundles and allow operators to cross-sell services that customers find relevant and enticing.
4. Data-driven network experience enhancement
BSS data analysis shines a light on users’ mobile phone behaviours, usage patterns, customer service interactions, and satisfaction levels. These data patterns – and the insights MVNOs draw from them – can drive improvements in service offerings. For example, adjusting billing plans to match usage reduces instances of “bill shock.” This includes identifying “accidental data users” to offer them alternative deals or even a steady plan rather than a nasty surprise at the end of the billing period. It isn’t just a case of retaining subscribers; it’s about ensuring they get the most appropriate service for their needs. Some users will know precisely the package they want, whereas others might need some guidance to extract the best value – it’s down to operators to see the difference.
5. Anticipate and address network issues
Dropped calls and unstable, sluggish networks are an obvious turn-off for customers and one of the leading causes of churn. Predictive analytics of OSS data paired with BSS data can flag when and where network issues will occur, which operators can use to inform customers proactively. It can be an opportunity to turn a negative into a positive, increasing goodwill, loyalty, and customer satisfaction. For example, informing users of a potential network issue, offering compensation, alternative solutions, or a well-targeted bundle, and building trust will go a long way to alleviating the inconvenience of a slowdown. In short, it’s less inconvenient if customers know they will be inconvenienced.
BSS data may be a goldmine, but operators face considerable challenges in extracting its total value. Their first challenge is an infrastructure one. Legacy systems house data in silos that can’t easily interoperate, making data access and analysis difficult. For BSS to shine, it must be directly integrated with operations and customer touchpoints. Outdated infrastructure also does not permit the business agility and scaling modern operators require in the digital age. The second challenge is that many other market players are also doing the same, meaning retail, entertainment, utility, or financial service providers are also getting in on the game. That competition demands innovation.
BSS data can revolutionise the mobile sector as we know it and its users’ experience of being mobile subscribers. AI powered by the full scale and scope of BSS data can shine a light on usage patterns and, backed by highly agile cloud-based BSS infrastructure, operators can use these insights to adapt to customer needs, network health and market conditions in real-time. It’s becoming clear that public cloud data storage and real time analytics is the most financially and operationally efficient way to monetise BSS data. Outdated legacy systems that can’t meet and exceed the new level of customer expectations continue to hamper many operators’ efforts. They face a stark choice: disrupt or be disrupted.
Article by Joy King, VP of go-to-market strategy at Optivia.
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