Likewise, the messages sent by mobile operators to their customers can be seen as as much about the individual content of the message itself as about the change in attitude or behavior that the message engenders.
This couldn’t be more vivid when considering the dilemma now facing mobile operators. Effective customer communication is especially challenging when dozens of emails, text messages, integrated phone deck features, and voicemails bombard subscribers each day.
Consumers now use their mobile device as an all-in-one personal implement for business and entertainment, and this over-communication has pushed us to a tipping point where subscribers increasingly miss – or even worse, avoid – important communications from their providers.
The irony is not lost on many of us. The more mobile communications are integrated into the daily lives of consumers, the more muddled and less effective the medium becomes as a customer communications tool, and subscribers are already desensitized to the urgency and necessity of retrieving and acting upon operator-generated communications.
As McLuhan predicted, the medium itself has become a predictor of customer behavior and the results, at least from a mobile customer care standpoint, are discouraging.
Consider that, as national 4G coverage in the U.S. is approaching reality, customer communications are becoming much more important as an intervention and mitigation strategy. A recent survey by Call Centre U.K. overwhelmingly pointed to mobile technology as the key player in customer communications in the next ten years. Eighty-six percent of respondents believe mobile communications will be vital to any future customer-experience innovation, and 37 percent chose mobile as the number one technology to shape the future of the customer experience.
The fact is, customer communication is the crucial issue facing the wireless industry and Cenoplex is working to transform the way operators communicate with their customers to drive sustainable, profitable relationships. And, perhaps most importantly, to change the way mobile customers respond and behave when it comes to the messages they receive from their provider.
Actionable Audio Messages from Cenoplex help mobile operators redefine their customer care model by inserting a precisely targeted 4-6 second audio message into the silent “gap” between call placement and call connection without interrupting the normal processing of the call itself. Operators get their customers’ undivided attention 100 percent of the time with alerts about things like data overages, service interruptions, and credit and collections.
It is a structure that unifies the customer care process and maximizes the value of each customer interaction while minimizing costs across the board for more personalized, targeted and efficient communications that make it easier than ever for customers to engage with their provider in better and more responsive account self-management behaviors.
In short, integration of Actionable Audio Messages into the mobile customer care model means customers get the right message at the right time in the right way: timely, accurate, convenient, actionable, and hyper-relevant.
Indeed, the medium is the message. McLuhan would be pleased.
