Digital channels

Digital channels can drive massive efficiencies and unlock huge dollars stuck in large physical assets, but this requires a different approach:

• Products and services simplification – Telcos have complex products, plans, pricing and processes – from legacy plans running into tens of thousands of lines and complex purchase journeys on the web to pricing plans that require an agent to decipher for the customer. Digital forces simplification, as customer adoption of unassisted channels dips if products are non-intuitive and puts a high cognitive load on customers. This simplification can also drive efficiencies overall by rationalizing the tech stack and the processes required to support the products.
• Omni-channel strategy – Telcos can convert their physical stores into enablers of digital sales through mechanisms like in-store/ kerb-side pick-up, local delivery (from store), etc. This will also require a redesign of incentives such that channels are not competing with but complementing each other. Disney, Target, Starbucks, Walgreens, etc., are good examples of traditional brick-and-mortar businesses that have successfully transformed into omni-channel experiences for the consumer and are fighting the e-commerce threat.
• Customer Service – This is another area where digital transformation can unlock immense value. Digital natives like Amazon, Uber, etc. drive over 90 per cent of their customer service through digital self-serve mechanisms and are constantly pushing the boundaries on use of AI/ML to predict and prevent customer service issues. Telcos, on the other hand, lie at the other end of the spectrum, with assisted customer service being a large cost head on their P&Ls.