A large number of queries serviced by telcos are non-transactional in nature. These include queries related to bill summary, balance enquiry, talk-time related queries, etc. Though telcos have predefined options in the IVR (Integrated Voice Response), not all customers are comfortable interacting with the IVR option and prefer speaking with a representative. Hence, telcos are increasingly looking at equipping customers with self-care options.

1. DEPLOYING APPS
CUSTOMER SELF-CARE
FOR
of consumers say that
they have switched
brands within the past
year because of poor
customer service
Telcos are increasingly looking at equipping customers with self-care options. These include
FAQs, discussion forums, virtual assistants and mobile self-care apps. According to Forrester, the
usage rate has increased significantly for self-service channels including FAQs, virtual assistants,
communities, etc.
WHY CONSIDER CUSTOMER SELF-CARE
56%
of customers are
going online to serve
themselves
SOURCES:
Aspect Consumer Experience Survey
Forrester
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of consumers now
expect a brand or
organisation to offer a
self-service customer
support portal
90%
of customers want the
ability to solve the
product/service issues
on their own
73%
of consumers say that
they view customer
service as the true test
of how much a company
values them.
76%
of consumers find it
frustrating to be tethered
to a phone while waiting
for customer service
help
81%
of customers admit they
would leave a company
after a bad customer
experience
89%
RISING PREFERENCE FOR "DIY" SOLUTIONS
72% 12% 25% 19%
increase in web self-
service usage
increase in
community usage
of customers use
Twitter for customer
service
TOP REASONS FOR INVESTING IN SELF-CARE APPS
Improve Customer
Retention
Improve Customer
Satisfaction
Increase Cross-
Selling & Up-Selling
42% 33% 32%
THE EVOLUTION OF CUSTOMER SERVICE IN TELECOM
Physical
Application
Form
Call
Service
Email
Service Web Portal Live Chat
Mobile
Self-Care
App