Photo: Axesat and Sevis

In an industry that is constantly changing, getting more competitive, and commoditizing, it is vital to differentiate. It is no longer enough to have a wide-ranging portfolio, meet quality standards, and have an expert team — the customer wants more.

This industry change is not only happening through business models and technological advancements, but through the customer service experience concept, in which companies generate positive experiences for their customers.

Just as the industry constantly changes, so does the market. When both expectations and customer requirements evolve, a higher level of specialization is required. Instead of merely looking for a supplier, customers want to find a telecommunications partner. These new demands have a direct impact on the development of value propositions, so companies can offer a more differentiated service, retain customers, and increase their number of key accounts. We have started to see more comprehensive service proposals with increasingly robust and customized plans.

To face this great challenge, we must go further to understand and meet customer needs, and their high expectations for service. A general practice to better understand their expectations is through client segmentation, a process which allows us to understand and properly answer both to customers with basic service requirements (who make their buying decisions based on finding the best deals), as well as to high-value customers who are increasingly more demanding and request a customized service. These customers are not just looking for a provider, but a partner.

As far as the evolution of the customer service experience is concerned, there are several key changes. Customer service is no longer just about assisting the client who reaches out to the company once the product has been delivered, but starts from the moment the company structures its platforms and processes to offer a better service, with technologies that adapt to customer needs. The experience starts with the first contact, and then by building a comprehensive and diversified product portfolio, the company can design the best solution with an understanding of the customer needs.

It is also important to provide a number of different communication channels with easy access to the support organization, and a knowledgeable staff to solve service outages and accompany customers through their business and product evolution.

A customer management system, which guarantees the best customer service possible, is the result of a well-developed company vision and strategic focus. Companies willing to invest in this model should allocate their available resources and time to providing the client with a solid, sustainable, and lasting experience.

When it comes to customer service, it is important that companies provide high quality tools, so that customers can easily find what they need. Online information available 24/7, with easy access and control, will allow customers to interact with their service provider, in addition to being able to access and monitor the status of their services in real time. These platforms should be continually developed until most of the customers’ needs and requirements are satisfied.

The customer service experience is not limited to just technical support on the phone, as it involves the entire value chain that interacts with the customer. Every point of contact the customer has with the organization is an opportunity to build a relationship and make their experience with your organization memorable. A strategy focused on the customer service experience will have positive results in your company positioning and differentiation in the market, and will result in a loyal and satisfied customer base that generates more sales through word-of-mouth.

Clara Garcia is the vice president of customer service experience at Axesat SA. She coordinates the strategies and operations in the areas of resource planning, logistics, and support.