Poor Telecom Customer Communications Are Sinking Your Company
MHC Marketing April 23rd, 2018
How comfortable are you with your telecommunications company’s customer approval rating? While it might be easy to pass off less than decent numbers as an anomaly, statistics don’t lie – telecom customer satisfaction is low, and continues to drop. As a result, your customers are bailing on you and signing with your competitors. Can telecom customer communications help?
According to the American Customer Satisfaction Index, customer satisfaction was down almost across the board in 2017, with dips in pay television and internet service providers, among others.
“Customer service remains abysmal, and viewers are continuing to switch over to streaming services with much higher customer satisfaction,” said Claes Fornell, ACSI Chairman and founder. “More than half a million subscribers defected from cable and satellite providers during the first quarter – the largest loss in history.”
While many are quick to chalk up the losses to quality of service, experts realize an even bigger issue is the quality of the customer experience. Poor telecom customer communications will always lead to negative customer experiences, which in turn leads to fewer customers. Let’s take a look at five reasons your telecom company desperately needs a great customer communications management (CCM) solution.
Your Customers Don’t Like You
Let’s go ahead and rip the bandage off now. The first step in realizing you have a problem is admitting it. Many of your customers simply don’t like your company.
Last year, Canada’s telecom watchdog, the Commission for Complaints for Telecom-television Services (CCTS), received more than 9,000 complaints about some of the biggest telecoms in the country. The top-3 reasons for complaint?
- Incorrect charges
- Contact terms not being fully disclosed or receiving misleading information
- Intermittent or inadequate amount of service
These reasons are similar not only in the U.S., but around the world. While your company might not be able to easily fix the service issues, it can fix the top-2 complaints. By using the right CCM solution, your company can compile and store all of your customers’ information – everything from how long they’ve been a customer, to how many times they’ve complained of issues, and much more.
Truly understanding your customers goes a long way when it comes to customer satisfaction.
Your Customers Don’t Have Faith in You
How many customers does your company have right now? Let’s just say it’s a lot and save some time. All of these customers are going to be receiving some sort of documentation from you at some point. A bill. Offers of new products. Another bill. Emails and maybe even SMS. Needless to say, that’s a lot of messaging to a lot of people.
With that in mind, how many times do you think a customer has called your company, or emailed, letting you know you have the wrong information on their bill? How many times have they been overcharged? How often did the bill go to the wrong address, or the wrong person?
Without the benefit of a solid CCM application, if these things haven’t happened, it’s only a matter of time. How many times does a customer have to get the wrong bill, or an incorrect bill, before they lose faith in your company? If it were you, how quickly would you lose trust? Don’t let it come to that. A better customer experience can be achieved with better telecom customer communications management.
Your Customers Are Tired of Waiting on the Phone
Do you enjoying waiting on hold? Yeah, neither do your customers. Unfortunately, if there are issues or concerns with a bill or service, the “best way” to come to any resolution is by calling customer support.
“Thank you for calling. Your call is important to us and will be answered in the order in which it was received. You are currently … 156th … in line. Please wait and a representative will be with you shortly.”
For customers, the ideal experience includes prompt and effective responses, outstanding service, and fair resolution of complaints. Yet telecom companies are falling far short of that ideal. They generally rate average to good — but that isn’t good enough. They need to excel at the customer experience if they are going to be competitive.
CCM software knows how your customers prefer to handle these types of things. Some might not mind calling in, while others would rather deal with issues via online chat or email. By giving options for telecom customer communications, customer satisfaction will increase.
Explore the 2021 CX Trends in Utilities
Introducing MHC Engage CX,
our Customer Communication Management Platform
With the advanced functionality of MHC EngageCX, CCM has never been easier or more impactful. Understand user preferences, customize communications accordingly, and deliver those communications to customers via their preferred channels or devices.
Your Customers Are Confused
This goes back to those top-2 complaints. If your customer is expecting to pay X-amount of money every bill, they’ll be a little surprised to see that number increase. With customer satisfaction and experience, you never want to give that type of surprise.
Look, telecoms do raise their prices from time to time. It happens. THAT is not the problem. The problem comes from not doing a good enough job explaining it to your customers. The beauty of having a great CCM software solution is that you can create templates for instances such as these.
You know customers aren’t going to be happy having to pay more no matter how well you explain it. However, if these things are explained in such a way that your customer understands it, and you offer a way they can communicate with you if they have questions, the unhappiness isn’t going to turn into a negative customer experience. If anything, if you go the extra mile to explain things to your customers, not matter the situation, they will appreciate it.
That appreciation leads not only to a great customer experience, but a greater chance of brand loyalty. A loyal customer is one who tells others about the great experience they had with your telecom company. Those stories are the ones that bring in new customers.
Your Customers Are Taking Their Business to Another Telecom
For all telecoms, there is a nasty “C” word that they’d rather avoid. That word, of course, is churn. It happens to all telecom companies but dealing with churn rate is always problematic.
The churn rate is the number of customers who cancel their service and move on to either another telecom or another type of service. In order for telecoms to combat churn, the growth rate needs to be higher than the churn rate. Basically, as with any business, you need more customers coming in than leaving.
The prices of your products are going to be similar in price to the same type of products other telecoms offer. Unless you’ve provided excellent customer experiences, your customers aren’t going to be brand loyal. If they can get what they consider to be the same type of service elsewhere, and for a better price, of course they’re going to leave your company.
That being said, it doesn’t have to come to this. A customer is more likely to stay with you if you’ve provided good customer service. It takes more work for your customers to cancel service with your company and then get everything set up with another telecom. If you’ve treated them poorly, your customers will go that extra mile to leave you. If you’ve shown you care, you don’t have to worry about losing them.
Better Telecom Customer Communications with MHC
While it might seem as though your company would have to jump through a lot of hoops to keep your customers happy, that’s not the case. In fact, with the right CCM software solution, your telecom company can save time, energy, and resources while providing excellent customer experiences (CX) and seeing increased revenue. And telecom customer communications is so much easier than you might think.
At MHC, our mission is to make sure companies just like yours succeed in the customer communications space. If your telecom provides a great customer experience, your customers are more like to stay with your company and recommend your services to their family and friends. All it takes is the right software.
Now is a great time to contact us here at MHC to learn how we can help your company succeed in creating better telecom customer communications. Email us, give us a call, or simply fill out our contact form. We look forward to helping you on the path to better customer communications.