Five Best Practices for Transforming Subscriber Experience into Competitive Advantage

Consider this: 79 percent of customers who had a great experience with a brand spent more money and were more loyal to that brand overall. Think for a moment about the positive impact this could have on your bottom line.

Subscriber experience encompasses the entire experience that a subscriber has with your brand, including your network’s offering, advertising, packaging, product and service features, ease of use and reliability. But a significant piece of subscriber experience comes from the customer service experience you deliver.

Service providers who create a differentiated customer experience – one that is personable and engaging – are better positioned to increase customer loyalty and transform it into a strong competitive advantage.

After working with service providers across North America to deliver differentiated subscriber experiences, we’ve identified five best practices you can use to drive a successful customer experience strategy:

1.     Make your subscribers feel welcome.

When you better understand your customers’ journeys, you’ll gain much-needed context around their experience of your brand. This spans everything from knowing who they are and what services they have, to solving issues on the first call. With this knowledge and each experience touchpoint, you build trust and engagement in your brand. This, in turn, helps you retain existing customers and attract new ones as your brand’s reputation grows.

2.     Remove barriers so you can meet your subscribers where they are.

Multi-channel enables customers to interact with you across multiple channels, whether that’s your website, in person, or through your call center. Omni-channel, on the other hand, is focused on integrating channels to make it easier for the customer to interact with you in one seamless experience.

To deliver the omnichannel experience, you'll need to integrate your customer data across the enterprise to gain a holistic view of your subscribers. Then you can better understand their usage behaviors and tailor their experiences to fit.

3.     Build a support stack that enables smarter conversations.

One of the biggest benefits of omnichannel support tools is that you're giving customers the flexibility to engage with you across multiple platforms. One of the biggest drawbacks is that you end up with multiple conversations scattered across multiple platforms and no holistic way to view them. CSRs then struggle to piece together customer scenarios, customers become frustrated, and you've lost an opportunity to position your brand as the customer's hero.

Building the right support technology stack is critical to solving this challenge. Cloud-based solutions leverage existing customer data and break down the walls between systems across communication platforms. With an integrated solution that can organize and track conversations, your CSR can better address subscriber needs and concerns, answer questions and deliver a more positive experience of your brand. Customers will feel heard, and there will be less frustration from having to repeat basic information and issues repeatedly.

This holistic view creates a seamless customer experience across channels and empowers your CSRs to have smarter customer conversations…which leads us to number four.

4.     Solve customer problems faster.

When CSRs can stop wasting time piecing together customer information across multiple platforms and instead, at a glance, see the holistic view of the customer’s journey in one centralized system…it’s a brand experience game changer.

CSRs have more information and insight that enables them to have more knowledgeable conversations; identify and resolve issues faster; increase efficiency overall; and most importantly, increase customer satisfaction.

With this multi-view of holistic data, CSRs will know who the customer is from the first hello to system monitoring. Real-time data provides billing information, historical performance, and support data, giving your CSRs the right information to provide better configuration and call resolution.

5.     Build trusted relationships.

When you have a true understanding of your customers, make them feel welcome, have better conversations and solve their problems faster, you’re in a better position to build more trusted, loyal relationships that last.

Utilizing advanced tools, such as a churn predictor to predict bad experiences, will help you to anticipate what customers might do if their relationship with your brand is tested. A superior analytics engine provides foresight on financial returns and risk of churn.

You’ll also see better collaboration between teams, have greater access to data and gain more actionable insights that you can use to make better decisions for your customers’ experience.

Subscriber Experience: The Right Path to Increased Brand Loyalty

With the right mindset, tools, and data, you can deliver a subscriber experience that helps you retain existing customers, attract new ones and build loyalty over time.

To learn more about how you can leverage cloud-based solutions to increase brand loyalty and differentiate from your competition, watch our recent webinar, “Beat the Competition: A Differentiated Guide to Subscriber Experience.”