In an ever-evolving business landscape, customer-centricity has become the differentiating factor for telco brands seeking to foster loyalty and growth. We believe future success will come from companies that take a data-led approach.
In today’s intensely competitive world, operational excellence has become the cornerstone of a successful organisation. It underpins the continuous improvement of all aspects of the business, for the benefit of all stakeholders.
This approach to business is particularly crucial when it comes to customer service. Gone are the days when basic support is sufficient. Globally, customers expect quick, personalised and efficient interactions with brands.
And South Africa’s telco industry is no different.
The sector has experienced a paradigm shift in customer expectations, along with increasingly competitive industry players. Thus, the challenge of operational excellence for telcos is not only to meet changing expectations but also to develop an obsession for customer-centric innovations.
Disruptive distribution
Historically, the telco industry has struggled with poor customer support, characterised by extended waiting times and impersonal interactions. These issues have been further exacerbated in South Africa, where our consumer base is exceptionally diverse.
Described as one of the most unequal societies in the world, our country has consumers on one side of the digital divide who can easily access affordable and reliable connectivity and ICT devices. On the other side, consumers are in far-flung areas where access and affordability are major challenges.
Yet across the board, customers expect a differentiated value proposition where they receive value for money. Price, available products and services, service speed and reliability, data security and IT system stability also influence their experience.
In this context, Telkom is dedicated to closing the digital divide in South Africa. Through our “disruptive distribution” model, which relies on finding innovative ways to reach customers, we are making strides to improve the experience of our customers.
For example, we know that some customers live in rural areas where no Telkom stores exist. To do something as simple as a sim swap, they needed to drive hundreds of kilometres to the nearest physical location.
Recognising this as a major pain point, we’ve brought our services directly to our customers – enhancing their service experience by reducing the physical distance they need to travel. Now, they can access whatever they need within just a few kilometres.
By implementing customer-centric solutions like opening mobile store solutions and partner-counter touchpoints in underserved areas, our goal is to reach all South Africans, regardless of where they live or their specific barriers to access.
Data-led strategy
Customers are increasingly adopting a digital-first lifestyle. Thus, to meet their evolving expectations, the telco industry needs to respond with a reimagined approach to customer service – one that is focused on meeting current needs, while anticipating future ones.
At the heart of this approach is Telkom’s data-led strategy, where actions are based on insights gathered from credible data to ensure sustainable customer satisfaction.
This data-driven approach has two main advantages. First, we can use data insights to identify opportunities that can drive profitability in our business. Second, we can allow people to experience the power of connectivity in a way that works for them.
Using algorithms, we analyse customer behaviour within different market segments and unlock value based on their usage. By understanding these behavioural patterns, we can improve their overall experience with our services.
We also utilise AI solutions for predictive analytics, enabling us to anticipate future customer behaviour based on historical data. This helps formulate responsive offers to meet needs that haven’t even arisen yet.
Beyond the day-to-day benefits of data, our aim is to demonstrate the endless opportunities that data offers in various aspects of society, such as security, education, and improving life experiences.
Store of the future
Our “store of the future” is another example of what we’re doing today to improve the lives of our customers tomorrow. These flagship stores reflect the accelerated digitalisation of retail, fusing physical offerings with digital touchpoints.
The stores, to be launched across the country soon, create immersive self-service experiences that provide customers with a deeper understanding of our offerings, enabling them to make informed decisions.
Whether someone wants to talk to an agent, seek tips and services, or explore digital solutions, these stores will accommodate everyone. It is also an opportunity for us to empower our customer-facing staff with knowledge, ensuring they add real value.
These stores are a physical platform that allows our customers to embrace a new kind of service – one where they are empowered to shop, do product research, and eventually complete purchases at their own pace and convenience.
This is another one of the ways we continue to enhance our offering, through exciting physical channels, to delight our customers.
Telkom’s evolution
Throughout our journey, starting from the days before digital, data-led communications, I believe Telkom has earned the reputation of being a true partner to South Africans. This dedication is deeply embedded in our pursuit of excellence.
Our customers are central to the success of our business. Without them, we wouldn’t be where we are today. As Telkom continues its journey to unlock value, our data-led approach to customer-centricity becomes increasingly pivotal.
For me, our pursuit of operational excellence as a differentiating factor extends far beyond providing a reliable, affordable network. It means creating an accessible and reliable experience that fosters loyalty and growth by meeting our customers where they are, and ultimately connecting them to a better life.
- Itumeleng Phetlho, Managing Executive at Telkom Consumer Retail
