How CSPs Can Embrace Non-Digital Interactions for Better CX

In this digital age, many telecommunications companies encourage customers to adopt digital processes such as paperless billing, automated payments and digital self-service. After all, automated interactions increase efficiency, saving time and money. But when digital domination leaves no offline alternative, it jeopardizes customer experience (CX) for consumers who prefer non-digital interactions.

A review of usage data from CSG solutions revealed that a surprising number of customers prefer manual processes such as paper billing statements, check payments and voice-based customer service. To enhance CX, telecommunications brands must deliver exceptional analog as well as digital experiences. In this blog post, learn how communications service providers (CSPs) can find a balance between the physical and virtual domains to provide better CX for customers of all preferences.

Human Touch Still Matters in the Digital World

While many consumers embrace digital technology, others prefer print documents, human interaction and shopping in brick-and-mortar stores. They want physical experiences—like holding that smartphone to see whether the screen is big enough before they buy it, or asking a sales associate a question face-to-face about a product.

One CSG survey of 1,000 consumers in the U.S., UK and Australia found that, across industries:

• 26% of respondents preferred getting paper statements in the mail to setting up online automated bill payment. That’s 1 in 4 people!
• 36% would rather wait on hold to speak to a human agent when they have a problem than use an AI-powered virtual assistant app.

Combine High-Tech and High-Touch

To deliver outstanding CX, businesses must balance digital and non-digital interactions and experiences. This requires a two-pronged approach:

1. Migrate more customers toward digital channels that reduce costs
2. Maintain and improve the quality of traditional experiences (such as printed communications and live agent interactions) to retain customers who prefer them

Digital and analog communications are not mutually exclusive—CSPs don’t need to pick one or the other. Inviting technology into non-digital interactions can enhance the paper billing experience, live agent interactions and troubleshooting, creating better experiences.

3 Analog Experiences CSPs Can Enhance Using Digital Tools

1. Print and digital billing journey

To satisfy customers who prefer paper statements, evaluate the billing experience and improve your statements to better meet their needs.

Many companies’ billing statements don’t give customers the information they’re looking for. According to CSG’s analysis of 30 companies’ bills, even the best statement only met 13 of 23 criteria that consumers would say are important. Poorly designed bills cause customer confusion, frustration and billing calls.

Well-designed billing statements:

• Make the amount due very easy to find
• Provide a clear due date
• Inform customers of changes in their service or impacts to their bill

Many customers who opt to receive print statements want quick, convenient ways to pay—and that means digital channels. To join print and digital channels:

• Attach a PDF version of the bill to emails
• Link to a PDF version of the bill from text messages
• Include QR codes (linking to your payment portal) in print statements

2. Interactions with customer service agents

Technology can also come into play when customers that are leveraging print channels need human assistance. To enhance CX for customers who prefer to speak with a contact center agent:

• Reduce the number of calls that reach agents (and thereby wait times) by improving self-service options
• Route calls to the right agent the first time so customers don’t have to re-explain their problem to several agents
• Help agents deliver proactive, personalized and efficient service by giving them the information they need to resolve the issue accurately, in one call

Digital tools—such as proactive call deflection, intent-based call routing and proactive agent guidance—make it simple for CSPs to accomplish those goals. Such tools can also help customers that prefer to receive digital billing statements but human customer service. CSPs can bring in solutions that proactively explain charges and billing changes to preempt calls into the contact center.

3. Remote troubleshooting

Sometimes, unforeseen circumstances prevent CSPs from providing non-digital interactions to customers. During the COVID-19 pandemic, for instance, CSPs needed to fix customer device problems without having technicians enter homes.

Remote visual troubleshooting using augmented reality (AR) technology makes that possible. With AR solutions, customers can use their smartphones to show techs and contact center agents what they’re looking at, speeding up troubleshooting and eliminating the need for in-home service calls. Customers still get the benefit of communicating with a real person, who is better equipped to tell them how to fix the problem.

This type of approach has positive implications for CX. CSG’s Digital Experiences Survey found that 72% of consumers would rather resolve a cable or internet outage by blending digital and non-digital interactions. Respondents reported that they would prefer to use an AR mobile app that allows a customer service rep to walk them through the troubleshooting process than wait for a technician to physically come to their home to fix the problem.

Using digital tools to improve non-digital processes boosts efficiency and saves money—while satisfying customers who want convenience, tangible experiences and human connection.