| | OCTOBER 20188CIOReview"Keep the customer satisfied." It's the mantra at the heart of business since business began. It's a simple statement for a task that has become extremely complex in today's digital age.And like in other industries, this is a major challenge in the world of telecommunications, particularly now in the era of segment-of-one customers who expect personalized engagement right here, right now and on their own terms. For communications service providers (CSPs), achieving total and continuous customer satisfaction can seem nearly impossible, but it's critically important as they strive to retain their high-value customers and quickly take advantage of new revenue opportunities. It is also a prerequisite for communication service providers that are transforming themselves into digital service providers.There are five primary roadblocks to ensuring customer satisfaction:1. Identifying who's happy and who's not­ right nowMeasuring the satisfaction of customers is vital for future business. Without this knowledge it is impossible for CSPs to operate successfully and effectively. But who are the happy customers at any given moment in time? Who are the detractors and who is neutral? And how do CSPs address issues quickly before their customers become dissatisfied and go elsewhere?2. Putting customer satisfaction at the center of the businessToday, a company's brand is defined by the quality of the experience it offers, so it is increasingly important that CSPs put the customer experience at the heart of their strategies. Being 100 percent customer experience focused is essential.3. Following every twist of the customer journeyWhatever activity customers are currently engaged in, the CSP needs to be there, meeting customers' needs whenever and wherever required ­and even predicting future needs. 4. Implementing a real-time, 360-degree customer experience viewTo identify and fix issues instantly, even before the customer recognizes the problem, takes a 360-degree understanding of individual customer behavior, preferences and perceptions in each moment, OVERCOMING THE TOP FIVE CHALLENGES TO ENSURING CUSTOMER HAPPINESS By Malla Poikela, Head of Marketing, Digital Intelligence at Nokia applications, services and devices in use, the customer's location, the business and operational systems involved, and the network connection.5. Meeting the expectations of cloud generation customers Most people use cloud-based services and they buy experiences, not products. They expect a wealth of choice, instant gratification and personalized services delivered in their time and on their terms.Malla Poikela
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