Imagine that one of your customers has had their mobile phone stolen, or has forgotten the PIN code for their SIM card. In situations like this, it’s crucial that your mobile company is set up to provide help quickly. Read on for tips on how mobile operators can resolve customer issues in a fast and efficient way!
For most mobile operators, scenarios like the ones described above are part of everyday operations, and they don’t happen to just one customer, but to many customers, every single day. Are you set up well enough to handle it?
Since 2003, the research firm EPSI has measured customer satisfaction among Norwegian mobile customers. Broadly speaking, Norwegian mobile customers have been satisfied, but the analysis unfortunately shows that the trend is starting to reverse.
Most people prefer digital solutions
In the survey, we find some interesting figures related to customer service for private customers:
- 62% say they use their mobile operator’s app
- 17% have used their provider’s chatbot
- 65% report having received information from their mobile operator within the past six months
Overall, we see that customers are active users of their operator’s mobile app. Most apps allow users to view usage, access invoices, find PIN/PUK codes, order replacement SIM cards, and much more. We also see that a smaller share of customers use chatbots. Taken together, effective digital solutions remove a significant amount of manual work. This benefits mobile operators, who can allocate resources elsewhere, and, most importantly, customers, who receive quick answers to their questions.
The survey also shows that older customers are less satisfied, largely because they feel less taken care of. This trend is partly driven by the increased reliance on chatbots and other digital tools. In other words: Personal support is still important.
NOT SATISFIED: Surveys tell us that the elderly are not huge fans of chatbots…
When it comes to customer service, good intentions alone are not enough. Mobile operators need strong structures, the right tools, and knowledgeable employees who are able to put customers first.
Here are the most important things for mobile operators to consider if they aim to deliver outstanding customer service:
1. Establish customer-friendly digital support
A good customer experience often starts digitally. Mobile operators need to have:
- An intuitive and functional mobile app where customers can easily manage their subscription.
- My Account functionality (remember: if a customer has lost their phone or can’t access it, a mobile app alone won’t help).
- Self-service resources such as guides and FAQ sections. These should be easy to find both on the website and in the mobile app.
2. Be available and provide quick answers
Customers expect fast responses, whether they contact customer support by phone, chat, or email. An effective way to ensure this is to:
- Have generous customer support opening hours with staff who can handle phone, chat, and email inquiries.
- Use chatbots to handle simple requests immediately.
- Implement an efficient phone queue system that provides customers with an estimated wait time.
3. Adapt to individual needs and think proactively
Customers want to feel seen and valued. This can be achieved by:
- Using customer insights and data analysis to offer tailored solutions. For example, if usage data shows that a customer would benefit from a different subscription, a message can be sent proactively.
- Contacting customers proactively when known issues occur, such as network disruptions in their area.
- Offering exclusive benefits based on loyalty, such as discounts or special offers.
4. Keep communication simple and transparent
No one likes hidden fees or unclear terms. To build trust, a mobile operator should:
- Communicate prices and terms in a clear and easy-to-understand way.
- Provide simple self-service solutions that allow customers to manage their subscriptions.
- Be honest about any errors or issues and provide real-time updates.
5. Invest in an engaged and skilled customer service team
Customer service employees are the face of the company. Being service-minded and customer-oriented is crucial to retaining customers over time. To ensure they perform at their best, mobile operators should:
- Continuously invest in training and development.
- Provide employees with the tools they need to solve issues efficiently. For example, a clear and user-friendly CRM system is essential for resolving problems and answering questions effectively.
- Create a positive work culture that motivates employees to deliver exceptional service.
6. Collect feedback and drive continuous improvement
To ensure customer service maintains a high level of quality over time, mobile operators should:
- Actively collect feedback from customers and use it to improve services.
- Conduct regular customer surveys to better understand needs and expectations.
- Demonstrate that customer feedback is taken seriously by implementing changes based on it.
In short, great customer service is essential for both attracting and retaining customers. Stay proactive and take the necessary steps to continuously improve.
