Proximity has a new definition. It\u2019s a screen away. Digital is not a channel, it\u2019s a way to do business. Trust is at the center of relationships. Trust is more than just doing business with a partner, vendor, or a customer.

The new normal is not a fixed way of defining and dealing with customer experience in the b2b or b2b2c world for telcos. Telcos have a complicated ecosystem. The regulator defines the boundary conditions, the partner eco-system defines the agility and speed to market, the product defines the depth, and the brand perception defines the market pull.

In this world, where volatility and new ways of doing business are getting redefined, enterprise customers are constantly seeking partners who can understand the business challenges they are facing and deliver a solution and not just a product. The ability to deal with complexity, deliver trust to the customer\u2019s customer, partner for growth and, above all, aligned to the purpose of doing business are now central to the experience being delivered. While large enterprises have the depth of capability, small and medium business which form a critical component of the telcos business funnel expect much more.

Telecom organisations are very much at the center of delivering this differentiated experience to its enterprise customers. On the back of connectivity, digital solutions focused on cloud, integrated IOT stack, 5G sandbox and use case labs, customer engagement solution the portfolio is now making them a full-service technology and digital implementation partner. They are truly a digital platform where enterprises can drive almost all value chains across the organisation.

Hence, it\u2019s important for telcos to get the experience right. Create winning moments, drive purpose, create the next level of trust are some of the aspects which telcos can focus on.

Winning moments are about how telcos start co-creating opportunities with its customers to win jointly at the marketplace. The idea of selling has significantly changed. Customers want service providers such as telcos to bring in deeper industry understanding, create sachet experience of how a new tool or connectivity can actually work before it gets implemented and how customer can change its employee experience to drive end customer experience. These are winning moments. For example, a connectivity product in the past would have been sold purely on brute strength of its capability but if it is positioned along with the outcomes that it brings in \u2013 the moment creates a new frontier for relationship.

Customers know what telcos do. They trust, rely and believe the critical nature of the services provided by telcos. So, how does purpose come in the mix? The purpose of business has now become a central theme for most businesses. As businesses come out of the pandemic, the board room agenda on subjects such as ESG, purpose drive brands, trust have a stronger meaning. The heterogenous spectrum of companies that telcos cater to makes this a very difficult proposition to deliver in the context of customer experience. A start-up will expect the telcos to understand the dynamic nature of its ever-evolving growth trajectory, a SMB will \u2018feel\u2019 the need of \u2018empathy\u2019 while the business is rebounding, and a large enterprise will always position economies of scale as a lever to drive relationship. Hence, telcos need to articulate the customer promise which goes beyond what the sales or product delivers. It is about how they are aligned to the purpose of the customer \u2013 transitioning into the concept of \u201cN=1\u201d which means every customer will get a differentiated experience aligned to its purpose of business.

Trust and Telcos are the 2 sides of the same coin. Data and data led trust are extremely critical in the times we live in. Telcos will have to continue to deliver the same level of trust across all its new age services including those created with emerging technologies and those delivered with its ever-increasing partner eco-system. Customers won\u2019t expect anything less. A trusted advisor status in B2B is central to long term loyalty. The relationship will move across the various phases of norming, forming, storming, and performing. But if trust is at the center of the customer experience, the movement is frictionless.

While doing all this, telcos will need to also answer on aspects such as who owns the customers and who is responsible for customer success. New age technology companies have created customer focus structures to address these areas.

Customer experience in the enterprise world is at the cusp of significant changes. The next 12-18 months will see the rise of new operating models and the new normal is going to change every day.","blog_img":"","posted_date":"2021-11-02 08:53:10","modified_date":"2021-11-02 08:53:10","featured":"0","status":"Y","seo_title":"Every day is a new normal: Customer experience for the enterprise business","seo_url":"every-day-is-a-new-normal-customer-experience-for-the-enterprise-business","url":"\/\/www.iser-br.com\/tele-talk\/every-day-is-a-new-normal-customer-experience-for-the-enterprise-business\/5143","url_seo":"every-day-is-a-new-normal-customer-experience-for-the-enterprise-business"}">