Multi-Touch Point User Experience: The Telecom Service Provider's Perspective

摘要

A noticeable trend in recent times is the primacy of services in the consumption basket of people. Telecommunications services are a prime example. Another trend is customers' increasing demand for additional value. Competition and abundant choice, which means providing superior customer value, is now an imperative for organizations to survive. To continually provide value to the customers requires organizations to do a better job of anticipating and responding to customer needs than the competition does. In many cases, additional customer value comes from bundling a service element with what many traditionally used to sell as standalone physical products. An example is a cell phone manufacturer that keeps on providing its customers with additional ring tones via its Web site. There is a reverse trend where traditional service providers such as banks now extend their value offerings by cross-selling products and services such as insurance and credit cards.