In the competitive telecommunications market place, business leaders are tasked with reducing customer churn, increasing conversion and boosting customer lifetime revenue. However, retaining and engaging mobile and broadband customers involves more than just optimizing the upgrade and renewal process. Telecoms must support the customer relationship over the lifetime of the contract through top-notch self-service tools.
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Keeping customers reducing churn through support and upgrade optimization
1. Elastic Path Software Inc.
Keeping Customers: Reducing Churn Through
Support and Upgrade Optimization
Featuring: Linda Bustos, director of ecommerce research and
author of the Get Elastic blog at Elastic Path Software
June 15, 2012
Elastic Path™
2. Introducing Elastic Path Software
Digital Commerce for Innovators
• We help the world’s biggest brands sell digital goods and services
• We provide a flexible digital commerce platform and expertise in commerce
strategy and implementation
• #1 ecommerce blog www.getelastic.com
• For more on-demand digital commerce resources
www.elasticpath.com/resources
Elastic Path™
3. Preview
• Optimizing your web channel for existing
customers
• Self service
• Mobile tools
Elastic Path™
7. Support links
Clear upgrade
call-to-action
Elastic Path™
8. Password tips
• Username should be phone number (wireless only)
– Otherwise email address
• Strong passwords
– state the rules, show an example
• Password hints
– Questions with only ONE possible answer (mother’s
maiden name, birth city vs. favorite color, favorite
teacher)
Elastic Path™
10. Social sign-on
• Eliminate need for username / password
• Auto-authentication (when logged in to FB)
• Auto-fill community profile (forums)
• Connects the rest of your site socially
(downloads, device reviews, social gifting, etc.)
• Access to rich profile information (interests,
friends’ interests -> CRM)
Elastic Path™
11. Social sign-on - questions
• Is it secure?
• Does Facebook own consumer data?
• What if Facebook goes down?
• Will it work on mobile?
• Can it be reversed?
Elastic Path™
15. Self Service
• 2 out of 3 customers prefer self service to
speaking to a live representative (Nuance
Research)
• 75% find it more convenient vs. 6% who find a
live rep more convenient
• Wait times, IVR menus, etc.
Elastic Path™
16. Navigating Support
Users scan for
trigger words
Nobody cares
about common
support topics
Avoid long menu
items
Elastic Path™
19. Support search
Promote
social channel
Support
search
Elastic Path™
20. Support search
• Natural language
• Synonyms (cultural)
• Misspellings
• Different ways to describe problems
– Renew minutes, top up minutes, add more minutes, reload, etc.
• Use your search logs and forum questions – yours and
competitors’
Elastic Path™
39. Most apps
don’t
currently
support in-
app upgrade
Elastic Path™
40. Value adds like
wifi finder
Expand /
collapse menu
Elastic Path™
41. Advanced
• Smart-controls for family packs (limit kids’ text
data and voice)
• Tablet shared account control
• View past bills
• View itemized bills
• Support for business customers
• Security over wifi
Elastic Path™
46. Wrap-up
• Keeping customers means supporting the
relationship through the contract period (or
month-to-month)
• Customers prefer self-serve, but usability
challenges make many web self-serve tools
painful
• Mobile apps are replacing web self-serve, make
sure they replicate as much web functionality as
possible
Elastic Path™
47. Questions
For more on-demand digital commerce resources
www.elasticpath.com/resources
info@elasticpath.com
1.800.942.5282 (toll-free in North America)
www.elasticpath.com
Elastic Path™