Total Telecom – Omni-channel CRM could save mobile operators $4.6bn
Research carried out by Swedish consultancy Northstream on behalf of Chinese billing specialist AsiaInfo found that while telcos have adopted new means of interacting with customers, they operate in isolated silos that do not provide a holistic picture of a subscriber. An omni-channel approach stitches together these various channels to create a consistent view of the customer.
“Knowledge about customers at the service provider end is becoming more and more incomplete as the different channels are not sharing their respective customer data. For instance, a customer’s online/self-service transactions or dialogue with a call centre are often not visible to staff at the stores,” said Northstream CEO Bengt Nordström, in a statement on Thursday.