Innovation and Interoperability in Carrier Business: Creating a Unified Customer Experience

The changing market conditions and constantly rising expectations of telecom customers have challenged carriers to innovate and transform the way they operate.

Today, quick and accurate response to customer demand has become more important than ever before. According to the Harvard Business Review, loyalty-leading companies that create systems for measuring customer value and invest in the necessary enabling technology, grow revenues roughly 2.5 times as fast as their industry peers.

However, many operators still struggle with a long-lasting order management process, resulting in the inability to deliver a one-stop-shop customer experience and high operational costs. Despite digital transformation efforts, carriers are still operating as if infrastructure and customer experience aren’t part of the same journey. Traditional carrier operational models have silos that make it impossible to automate and accelerate revenue generation.

Carriers therefore need to build an operational foundation that enables innovation and provides the automation needed to align assets, people and experience. It is just a matter of understanding the value in experience and taking steps to innovate and transform back-office systems and processes.

The Challenges of Customer Expectations

Sales processes for carriers are being further impacted by a number of independent IT legacy systems, resulting in poor user experience, insufficient business visibility and lack of 360 degree customer view. However, a replacement of legacy systems is not an option due to the complexity of the transformation. The challenge is to find a cost-effective solution to transform complex end-to-end B2B sales activities.

Recently, Telia Carrier was using a third-party, non-native Salesforce CPQ which was greatly impacting its operational visibility. Its CPQ system involved a complex data entry which resulted in a poor user experience, frequent technical issues, and an inefficient lead-to-order process. It was important for Telia Carrier to reduce the total Cost of Ownership (TOC) of its current CPQ solution, whilst finding a solution that solved its issues within its businesses processes.

To improve business processes, carriers need a solution that provides an automated quote-to-order process, a unified product catalogue and extended reporting capabilities if they are to address and meet changing expectations of both service provider and enterprise customers.

With the Enxoo CPQ solution, Telia Carrier was able to improve and optimise its businesses processes, delivering new and improved capabilities, including new procurement functionalities and a document creator for quotes and orders. This improved solution consolidates existing system architecture, ensuring a seamless integration of business and operational processes with a 360-degree customer view.

Creating a Unified Customer Experience

When it comes to procuring and managing services, carrier customers want the experience to be as simple and easy as turning-up and tearing down digital infrastructure with Amazon Web Services or any other hyperscaler. The underlying complexity doesn’t matter. Enxoo for Communications can help businesses streamline their order delivery process to create long-lasting relationships based on trust.

With Enxoo’s solution, carriers can eliminate the use of a manual order management process, enable automated feasibility checks, easily create a smooth order orchestration workflow, and build a centralised product catalogue. This is the orchestrated order management and provisioning process that customers need to provide the foundation for self-service or on-demand procurement. It enables them to see what is available and procure the services they need immediately.

For this to work, systems need to be aligned and presented out in a streamlined and simple way. It is the difference between ordering from a mail order catalogue and click-to-buy eCommerce. The sales journey is faster, and it puts the customer in control of their connectivity.

The Evolution of a Carrier’s Transformation Journey

The next evolution of customer experience in carrier business is to provide an Amazon-like, instant order and provisioning across networks. The integration of these processes with API-based automation results in benefits for both operators and their partners. They both benefit from reduced manual tasks, accelerated service delivery, greater operational efficiency, and improved customer experience.

When carriers secure a strong foundation and provide a unified customer experience, it minimises the risk of failure and improves the quality of the implementation throughout their business. If carriers can recognise that business operations and customer experience should work as one, they won’t limit their opportunity to improve innovation within their business and go to the level of eCommerce or digital transformation that they need to keep up with new customer demands.

No matter where a carrier is on their transformation journey, automating processes creates new efficiencies, reduces costs and provides an optimised customer experience. It is just a matter of refining internal processes so that when a carrier looks to orchestrate services across networks, their back office is in order.

Learn more about how Enxoo can help you streamline your order delivery process.