Realizing the Omnichannel Promise

• Can CSPs provide a seamless and effortless customer journey?
• Are Telcos legacy systems hindering their omnichannel strategy?
• Do shop assistants waste too much time resuming customer processes from other channels?

The answer to these questions can be challenging for many Communication Service Providers.

To meet the challenges brought by the digital age, CSPs must start evolving towards meeting the business requirements of agility, cross-channel experience as well as the full spectrum of products and service offerings.

The enablement of an omnichannel experience that fully supports a digital experience spanning all customer segments and channels (assisted as well as non-assisted) requires a holistic approach of the customer journey. CELFOCUS Omnichannel is a complete product suite, covering all touchpoints and providing a common platform, working as orchestrator, assuring a consolidated journey and experience, regardless of the channel chosen.

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Catering to the Digital Customer

This new age, ruled by everything digital, is about the moment, speed and ubiquity. Unfortunately, Communication Service Providers are lagging to keep up with this reality.

Digital customers have a different mentality which is reflected in their buying behaviours and patterns, and where self-indulgence, impulse and even gamification are part of the experience. Because they are always online, opening and closing times are irrelevant; customers look for convenience and a seamless and effortless experience across all channels. The question that remains to be answered is: Are CSPs ready for it?

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The CSPs´ Perspective

CSPs understand that customer expectations have changed and that omnichannel is pivotal in the digital transformation journey but, before moving forward, there are some important barriers they need to overcome.

Today, customer and business functions in a CSP are almost segregated from each other, resulting in a fragmented customer view, product duplication and, most of all a large array of legacy systems.

CSPs have gone through several technological metamorphoses and each new reborn encloses different challenges. From data to interfaces centralization, the focus has now shifted to application and architecture centralization. This is perhaps the biggest evolution of all, resulting in an exponential growth over the last decades thus forcing CSPs to reinvent themselves.

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CELFOCUS Omnichannel – Reinventing relationships

CELFOCUS Omnichannel is a telco oriented solution, developed to ensure a consistent customer journey, regardless of the touchpoint. It covers sales and customer care scenarios for physical (shops, call centres, partners, and field engineers) and digital channels (eShop and self-care), supported by a common and smart platform, for a seamless cross-channel experience.

By providing a 360-degree customer view combined with a timeline of customer interactions (regardless of the channels used), CELFOCUS omnichannel helps agents recognize customers quickly. The solution allows the pausing and resuming of customer journeys, enabling them to continue where they left off, without breaks or disconnects, in a transparent and valued added way.

This solution empowers CSPs to shift from optimizing individual touchpoints to designing a fully integrated cross-channel experience. It was developed considering CSPs´ specific needs, business logic and IT architecture. It delivers on the promise of a unified customer experience by providing the same service level, regardless of the touchpoint. The holistic coverage of all touchpoints and decoupling of frontends and backend allows CSPs to out-execute their competitors and reduce time to market of new products and services.

CELFOCUS Omnichannel has proved time and time again to be effective and pivotal in the digital transformation journey by:

• Covering all customer touchpoints in different devices and channels, enabling CSPs of all sizes to drive operations with low effort and great simplicity.
• Escalating sales and customer support coverage and, at the same time, controlling what type of information is exposed to competitors, through a partner specific set of process libraries;
• Enabling first time resolution by delivering Telco out-of-the-box processes designed to provide agents with end-to-end control in a single system. A 360º customer view combined with a timeline helps agents recognize
• Promoting channel agility and reuse by keeping processes independent from channels, allowing changing and implementing business requirements in a single layer and pushing them to the different channels;
• Improving workforce performance by streamlining processes and decision cycles across the different channels but never losing sight of their unique characteristics;
• Embedding analytics delivers a set of KPIs which provides a comprehensive view of what is happening, from a business and system perspective.

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