Omnichannel Rising: Operators Must Meet Emerging Customer Omnichannel Demands or Lose to the Digital Brands

Ron Westfall – Research Director, Global Technology Telecom and Software

Summary Bullets:

• Operators are consistently performing poorly in customer satisfaction surveys, bearing the brunt of customer ire in how they must deal with them.

• Operators must now provide reliable, personal omnichannel experiences in order to improve customer satisfaction and retention. Failure is not an option since operators must deliver the omnichannel goods or face competitive oblivion.

Operators are unpopular with their customers. Customer satisfaction surveys regularly confirm that over-the-top (OTT) players, including major digital brands like Amazon, Alibaba, Facebook, and Netflix, excel in providing good customer experience, especially in relation to operators. To add insult to injury, operators are seeing their revenues decline, including even from data services – their workhorse source of revenues.
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