Interacting with hyper-active customers - a meeting of the DSCX WG
Thursday 31 May 2018
Posted by: Martin Hrdlicka
The ETIS Digital Sales & Customer Experience Working Group (DSCX) held its second meeting of the year in Brussels from May 24 to 25.
Part of the first day was dedicated to guest speakers from Facebook, who discussed Facebook’s vision of the Telco market & the role of Facebook in the E2E digital sales & support journey. They shared their vision of the most recent market trends, customer behavior (hyper-activity as in checking your phone many times a day) as well as opportunities for collaboration with telcos. Privacy matters and issues were also discussed, making this a very valuable, timely session in view of the recent headlines in the news.
The roundtable of company updates again proved to be very popular, giving Members the opportunity to share their successes, projects, plans and challenges as well as discuss ideas and suggestions for improvements of their operations in a trusted environment.
Real-time demos by each participant are an important aspect of the ETIS DSCX meetings. This time the focus was on ID/login creation in the self-care environment, either on the website or app. The second demo was dedicated to sales funnel traffic and website analytics, focusing on identifying the reasons and steps where traffic is lost. Both these sessions were inspirational and serve as a good benchmark to various approaches.
Key Performance Indicators (KPIs) matter. This is why during one of the last sessions, the group discussed how, why and when these are measured. As a result, common KPIs were selected in a popular vote that will now be measured in a benchmark. This will present a great tangible outcome each participant will bring back to their departments.
Last but not the least, given the date of the meeting, GDPR and consent collection was a hot topic. This new regulation will, aside from the many obvious benefits, present a number of challenges in terms of the personalisation of content, targeting and serving the customers.
ETIS is the trusted community for telecom professionals. Our goal is to enable our members to reach their strategic objectives and to improve their business performance by sharing knowledge on industry challenges and by collaborating where possible.
For more information on ETIS or how to join our activities, please visit our website at www.etis.org or contact us.