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.