While the strategic importance of positive customer experience is unquestioned in the telecommunications and cable industry these days, initiatives are often dominated by firefighting customers’ day-to-day frustrations and concerns – their “hassles”. But will this be enough to win tomorrow’s customers?
We believe that telecom and cable companies need to go beyond reducing customer hassles by creating benefits from product usage and satisfying emotional needs. Operators who aim to win (with) tomorrow’s customers need to exploit all these elements.
With this article, we would like to share our perspective on the main dimensions in the customer experience equation. We depict a development path towards an individualised experience that we believe will be a key success factor in the (very) near future.