PLAYBOOKS WILL BE REWRITTEN
Technology, Offering, Sales and Service playbooks will be under the microscope. For example, a research shows that 70% of both B2B and B2C customers are unsatisfied with the digital buying experience they receive from Communications Service Providers. In a post-digital world, service providers need to stop treating customers like it is still 2010.
Of enterprise customers more than 40% is using cloud based infrastructures and services, and this figure is about to climb up to 70-80% in two years’ time. Not all service providers are able to react that fast and will lose. Cloud generation is a game changer, and it will force many to revise their playbooks.
Benchmarks are being set by factors beyond direct competition. Apps, social media, the cloud and the sharing economy are all shaping buyer expectations. Marketing and selling strategies need to be based on granular, dynamic and in-the-moment assessments of buyers’ contextual needs, behaviours and market dynamics. Additionally, their technological and operational capabilities need to follow suit.
Today’s digital and communications service providers have a full plate. Their challenge is to adapt in a crowded marketplace shared by App, Sharing, Social economy, over-the-top (OTT) players and other emerging digital services and IT providers. Many need to admit the unique value they have carried in the past is melting down. Business has become unruly.
TIME IS NOW. OPERATION NEXTERDAY
We at Comptel initiated our transformation project to overcome hurdles and be competitive also on the day after tomorrow - NEXTERDAY.
NEXTERDAY is a desired stage where we are able to deliver unique value and capabilties to succeed and survive in a fast-evolving market, put a smile on the customer´s face and capture their hearts, minds and wallets. We urge and encourage everyone to start implementing their own “Operation Nexterday,” which defines how to conduct business on the day after tomorrow in the post-digital era and serve Generation Cloud customers.
Our operation NEXTERDAY framework gives direction and focus on four major forces and their sub-forces that will deicde whether service providers will adapt or fall behind.
Technically speaking all these four forces raise the following question: how do you manage the inevitable complexity and friction. The answer: by choosing technologies and processes that are designed to eliminate these hurdles. One thing is sure. The era of operational inflexibility and fixed, hard-coded models is over.