Change is nothing new in the world of communications and media providers. Once limited to telephones and cable TV, the industry has shifted toward offering a variety of digital services over the last few decades, from widespread broadband and cellular access to new streaming platforms.
And of course, consumer expectations have changed dramatically: people now expect to be able to access all the news, entertainment, and information they need using a variety of connected devices and while on the go, at home, and at work.
It’s not just this rapid pace of innovation that makes the world of communications service providers (CSPs) so unique. CSPs also need to think more broadly than many other companies when it comes to optimizing their digital experiences. While most ecommerce companies focus on getting people to hit “add to cart” and checking out, CSPs must recognize that the customer journey entails a lot more than signing up for a new cell phone plan or Internet connection.
In reality, consumers are constantly interacting with the services they signed up for post-purchase, whether they’re choosing a new show to watch, checking their data usage for the month, adding a new line of service (and a new phone) to the existing family plan, or replacing a broken mobile phone.
Optimizing toward the “buy” button isn’t enough. CSPs need to consider every single interaction a prospect or customer makes, and figure out how to optimize every aspect of the experience.
That’s far from an easy task, but it’s crucial for CSPs that want to stand out. Consumers generally see companies in the communications and media space as providing fungible services and, in the absence of a clearly compelling customer experience (CX), tend to pick CSPs based on price. CX can seriously move the needle: a 2018 report from Temkin Group (now Qualtrics XM) confirmed that even moderate improvements in CX resulted in $775 million in additional revenue over three years for 318 companies across 20 industries.
Every product manager and marketer knows how important constant experimentation is to improve the customer experience. That said, the way you experiment also matters a great deal.
A/B and multivariate testing tools are a good starting point, but they just don’t work at a speed and scale necessary to see significant results in a short period of time. And when it comes to all the opportunities CSPs have to optimize across mobile apps, websites, and server-side environments, traditional testing is simply inadequate.
That’s why CSPs serious about meaningfully improving the customer experience need to look past start-and-stop testing and embrace continuous optimization.
Evolv was built with continuous optimization at its foundation. We’ve been privileged to work with some of the world’s top CSPs, in the US and beyond, and they’ve seen outstanding results by deploying continuous optimization. For example:
We created The Complete Guide to Experimentation and Optimization for Communications and Media Service Providers to help companies in this space better understand the relationship between their marketing campaigns, the digital assets within them, and how their customers engage in the full funnel experience.
This ebook is designed specifically for CSPs looking for actionable strategies that will empower their company to deliver the best customer experience possible.
You’ll learn:
Download the ebook now to learn how experimentation and continuous optimization can help you improve the customer experience, generate more sales, and build brand loyalty.