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Answering the call for personalized customer experiences

To grow their retail revenue, telcos need to shift their mindsets—and their selling models.

Overview

Why are telco stores failing to achieve their full revenue potential? Because they aren’t selling what customers want to buy.

Today’s telco customers want—and value—engaging experiences at every point of interaction. But telco stores still sell phones, accessories, contract upgrades and services in a one-size-fits-all manner. In short, they act like traditional retailers.

Rather than relying on yesterday’s retail sales models, telcos need to inject themselves more meaningfully into consumers’ digitally enabled shopping process. They need to create and understand distinct customer profiles. And they need to offer personalized experiences that entice customers to embrace new digital opportunities.

DOWNLOAD ANSWERING THE CALL FOR PERSONALIZED CUSTOMER EXPERIENCES: TELCOS NEED TO STEP UP OR STEP OUT OF RETAIL [PDF]

Key Findings

Accenture research confirms that physical retail channels continue to play an important role in the telco go-to-market model.

  • Seventy-five percent of consumers want to visit a retail store when purchasing communications products or services.

  • Sixty-five percent consider physical retail stores their preferred channel.

  • Ninety percent of telco executives believe a strong physical retail channel is important to their growth strategy.

  • More than 75 percent have increased the number of storefronts through which they sell.

But telcos can’t rely solely on the physical retail space for sales. Eighty-three percent of consumers initiate the purchasing process before they enter a store. And once they’re in the store, they want more than a device they’ve researched online. They want an experience they can't find elsewhere.

  • Half of telco customers are willing to pay more for a valuable experience.

  • Eighty percent of customers are interested in proposals for additional telco products and services.

Recommendations

Telcos need to sell more than devices, accessories and contracts. They need to “sell” the experiences afforded by digital technologies. This means:

Making digital personal

  • Making digital personal. Offer advice based on an individual customer’s history and seamlessly continue interactions that customers may have started online.

Connecting customer insights

  • Connecting customer insights. Analyze customer information to better target sales opportunities.

Bridging sales and service

  • Bridging sales and service. Improve service to reduce churn and seize prime sales opportunities.

Linking sales incentives to value

  • Linking sales incentives to value. Reward the monetization of engagement and reinforce sales behaviors that influence customers’ purchasing decisions


Authors

Accenture-Jason-Angelos

Jason Angelos
Managing Director – Accenture Strategy, Sales Strategy & Transformation Global Lead

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Fabio De Angelis

Fabio De Angelis
Managing Director – Accenture Strategy, Advanced Customer Strategy ICEG Lead​​

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Keith McInerney

Keith McInerney
Senior Manager – Accenture Strategy, Advanced Customer Strategy

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