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December 22, 2005
Required Changes for Broadband Service Providers
For the broadband service industry, customer service and support will play a vital role in the growth of residential broadband service. If the service providers do not go in for scalable, flexible service and support, they will find it difficult to meet their revenue goals. To ensure continued added-value for end-users, service providers need not resort to a long deployment cycle that won't produce immediate cost reductions or revenue increases. Instead, they need to focus on their current most vital problem first. The strategy is to first solve the most urgent problem first, demonstrate the value, and go then on to the next problem. Formulate a plan that will deliver new benefits continually. The sequence could possibly be - automated installation; basic support content; alerts; assisted service; self-service; and integration with CRM, network management tools, and provisioning tools. The final step is to extend support to non-technical problems. CRM Today reports:
Customer dissatisfaction typically begins with provisioning and continues from there. In fact, some analysts estimate that about half of the customers are dissatisfied with their installation experience. The customer tends to find the ensuing service and support frustrating, because most providers currently rely on the classic Helpdesk model with telephone, email or, sometimes, chat. These methods absolutely cannot keep up with the industry's growth. On the telephone, hold time can exceed one hour. Passing callers to and from ISP to DLEC to ILEC exacerbates frustration and 'customer churn' rates are 15 per cent and climbing.
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