Delivering the Answers Digital Buying Experience

Digital Buying Experience for the Cloud-Generation

Contextual, Connected and Convenient

Cloud generation is different.
Stop treating customers like it is 2010. 

Mass market is melting down and Generation Cloud customers seek for a buying and service experience that is more personal and fits to their moments as-they-happen. Already for years, marketeers have been saying "Content is the King". That might be true, but many people challenge this by saying "Context the new King". 

Amazon and the likes have realised this and designed their capability to deliver recommendations in-the-moments. We at Comptel believe that CSPs have the greatest possibility to be the leading player in this new Reconomy (Recommendation Economy) and gain new market.

Improving customer experience is on everyone´s agenda right now and the digital buying experience (BX) is at the heart of the matter. It is the deciding factor between winners and losers. Those capable of making it Contextual. Connected and Convenient will win.

From segments to fragments

Sales and marketing people have always been dreaming about being be able to target the segment of one. All the previous attempts have failed and proven unprofitable. It has been very hard to build a business case based on segment of one, and therefore digital and communications service providers have fallen back to mass approaches by using averaged segmentation models. Not until today have technologies come to fruition and trends like Big Data, real time analytics, machine learning, process automation, smart devices, apps and mobile clients have reached a sufficient level of maturity to make the business profitable.

B2B turns Business -to-Human

The new Cloud Generation customer behaviour applies to business buyers as well. B2B and B2C are also converging. We need to start thinking in terms of Business-to-Human. Families are becoming as complex to serve as small and medium businesses - and vice versa. Business buyers of larger enterprises are trying to avoid spending time with the sales, and they expect the same great level of buying experience that they are accustomed to in their private life. Why would they tolerate anything else?

Comptel - segment of one


Comptel - Cloud gen customers

Understanding customer's  journey
BX + SX+ UX = CX 

Only when seeing all the Xs here we can understand what makes the customer experience great. The full life-cycle of the buyer’s journey consists of the buying experience (How did you feel when buying a product), Service experience (how they were and are served), Use experience (how does it feel to use the actual service) = Total Customer Experience (Expected vs. Perceived).

Leave out any of the Xs and you will fail. Typical failure is also to see and think buyer´s journey as a linear continuum. It is not. It is rather unpredictable, multi-dimensional and illogical.

Comptel innovates and develops technologies and solutions to support Nexterday´s BX+SX. This for a simple reason: because we believe these will make the biggest difference. 

Our efforts and passion to study and experiment with the issue has resulted in a conclusion that Nexterday´s digital buying experience providers must be able to...



Comptel - Digital buying experience

Building a BIGGER picture.

This framework represents Comptel’s viewpoint of how digital and communications service providers should build Nexterday´s digital buying and service experience capabilities. With Comptel solutions this blueprint can be put into action but it also works as a generic model and roadmap towards Nexterday.

1) Data Refinery is the superfacility that handles both the past data and in-the-moment (real time) data in order to provide a full view of the customer´s profile (VIPR profile) and his/her moment at the right time. This contextual awareness can be summarised as WHO (profile), WHERE (location), WHEN (time), WHAT (Apps/services), HOW (Device) and WHY (behavioral pattern) and with whom (social context). 

2) Data Fastermind works inside Data Refinery as artificial brainpower. It processes data in-the-stream and combines it with the pre-designed offerings and actions (content). For example, when a customer enters the context A+B+C, then initiate action D (e.g. service action), or when the context is A+B+F, then recommend an offer A. Everything is automated and real time. This approach revolutionises the traditional static segmentation and averaged mass market approaches. We truly do not need need to care about segments or static offers any longer but we observe customers’ moments and context - and act on that in real time. 

4) Data Refinery then propels service actions and/or offer recommendations based on Data Fastermind´s intelligence to the customers through multiple service and sales channels. Keeping in mind Cloud-Gen customers, who are multi-channel users and want to buy and to be served on their terms, this is the key capability. Campaign Management Systems that support only limited methods (like SMS) are fading and losing credibility as the sole marketing channel. Examples of multi-channels include apps and digital sales channel clients on devices (see Comptel FWD!); connected devices like cars, portals, CRM and service dashboards and short messages.  

5) After receiving a recommendation or experiencing an action customers either accept, reject or ignore it. If a business customer accepts an offer, there needs to be a smart and automated order validation process before the actual service provisioning and activation. According to studies, (see Comptel´s Order Fall Out Study) this is the moment when the biggest number of order fallouts happen. Don’t sell something that cannot be delivered. To avoid that, the Smart Order Validation product can help.

In case of a consumer order, the process is more straightforward. Just provision the service and activate.  Regardless of the customer group, they have a zero tolerance for foul-ups or failures. Remember the Cloud-Gen credo: do not interrupt, invade or waste my time!

6) Learning from the responses. This is the most revolutionary part of the whole framework. We apply machine–learning capabilities based on real-life responses. This puts an end to manual business case calculations by the Business Intelligence (BI) team, costly ABC testing and endless amount of uncertainties. Just do it. Launch the service and let the customers teach you: their responses are fed to our system and they are optimised on the fly. With embedded machine learning technologies we can provide insights to your product teams on the go and automatically fine-tune the action/recommendation algorithms to be more accurate the next time.

3) Monetizer is where these granular and contextual offerings can be built and designed in minutes instead of months. Say goodbye to static, complex and time consuming offer and service development. 

7) FlowOne™ fulfillment takes care of the convenient delivery. NOTE! Digital buying or service experience is only completed when the delivery is convenient and free of service hiccups. Again, the delivery phase is the biggest single reason for customer dissatisfaction. E.g. business buyers need to have full control and visibility of what was ordered and delivered - and is everything on and bringing value.

The loop is complete when a new service is taken into use and the action is executed. This provides new past data and contextual information to deepen our understanding and serve the customer as a segment of one.

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