Viewpoints
Providers must think about what experience they want to provide to end customers and build an architecture that meets that goal.
By: Katie Curtis, Chief Information Officer, Great Plains Communications
The increasing reliance on technology has resulted in customers today having high digital expectations. They expect to order and update services on the fly, from whatever device they have on hand, whether it be a computer, phone, or tablet. Because of this reliance and expectation for quicker results, data must move in real time, or near time. Although AI and other sources can streamline customer issues, a human interaction option remains a must-have since there are times when customers prefer that channel. After all, we’re all trying to keep up with technology.
As the communications landscape evolves and our world becomes more digital, providers must think about what experience they want to provide to end customers and build an architecture that meets that goal. Her are some key components to keep in mind.
Understanding the BSS/OSS ecosystem
At one time, business support systems (BSS) such as a CRM platform that managed customer interactions were considered front of house, and operations support systems (OSS) were back of house. Now, not only from a fast landscape and software vendor landscape, but also in the world of integration, we’re seeing these systems come together. Salesforce software extends more into the OSS space, and some OSS platforms, like billing solutions, are reaching into the BSS space.
Smaller providers may be able to have an all-in-one system. However, as a provider’s network begins to scale, perhaps across states and even globally, there will be deeper business requirements. It all starts with the customer experience. Any time I’m thinking about service excellence and system architecture, I ask myself, “where do we want to meet our customers?”
Is it website only? In person? Do we want chat functionality? Text functionality? It is important for a provider to define their business requirements before defining which applications to deploy?
However, it’s important to view architecture holistically and not silo BSS and OSS. The telecom industry still has applications purpose-built for both BSS/OSS to consider when building out architecture. A more API-based, cloud-based approach is required to move data in real time. Consider implementing data platforms such as Snowflake to run analytics, and potentially AI.
Maintain an accurate inventory
Many telcos face a problem with the accuracy of their inventory of services and technology. If they don’t have a good handle on this issue, they cannot deliver a good customer experience. Every time a customer needs to be called back because their online order is not accurate, the customer experience is diminished, and the credibility of the company and brand is also damaged.
Providers must be able to connect to inventory from their CRM platform. Can end customers order services and are those services validated through the system in real time? This type of architecture comes with building a strategic cloud-based integration approach. From a construction perspective, customers want the most competitively priced services. This means providers must negotiate with vendors so high costs are not passed through.
Understanding and building a supply chain risk mitigation strategy
Telecom is now a critical infrastructure. Understanding supply chain operations and building a risk mitigation strategy should be at the top of every service provider’s list. The COVID-19 pandemic showed the impact disruptions can have on the supply chain, which can impact delivering services to customers. What were the lessons learned that can be applied to avoid another 24-month ordering lead time? For example, what are the flexible sourcing options available for the digital supply chain? Do you know who your critical vendors are, and do you have options in place? What are their supply chain policies and risk management strategies? How can they guarantee delivery for you as their customer?
Building quality data and processes for service excellence
A company is only as good as the data. Data can make or break the reputation of a service provider. Customers don’t expect zero outages, but they do expect timely communication. How can providers deliver the best customer experience while managing an outage? Companies need to understand which customers are riding on which route so if an outage occurs, they can provide pro-active notification. How do they build an internal system architecture that enables texting to the customer acknowledging the outage and providing estimated times for service restoration? The more communication that can be provided to customers in real time, the better the experience.
Data is only as good as the processes. When striving to deliver excellent customer service, details matter. AI can provide benefits, but it can only be effectively utilized if data and processes are accurate. Defining target BSS/OSS systems, architecture, and where inventory systems reside is vital. Then ensuring those processes are in place to capture quality data is paramount.
At the end of the day, know what good and best look like in your organization from a customer perspective. The only way to attain company goals is with strong data management, data governance, data owners, process management, and process improvements – these all go together. When thinking about the successful triangle of IT—people, processes, and technology —data is the circle around that triangle. Everything relies on data.
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