Zero Touch Order Management – A new way to deliver seamless user experience
September 5, 2017
Dependency on obsolete manual processes with multiple human touches not only decelerates the flow of business, but also jeopardizes an organization and its ability to rack up those sales figures. Even beyond the manual processes, other so-called automation initiatives have failed to hit the mark due to the existence of procedural redundancies and integrational pitfalls.
Multi-stage workflows are almost customary in the Telco sector. To keep such workflows, which span across multiple users and departments, manual, is inviting trouble. Data entry is not only subject to errors, but you’re also suspect to incomplete capturing of relevant data. Hence, these processes, once automated, can greatly expedite the speed of service and simultaneously reduce costs by eliminating redundancies.
Getting the balance right
As companies begin to transform themselves digitally, improved efficiency and reduced costs are expected by-products. In the Telco sector, this realization is even more prominent. The industry continues its struggle to balance between maintaining a customer friendly ordering experience while adhering to their often rigid SOPs in regards to completion of an order. The telco sector will eventually, but inevitably, move towards ordering processes where at least 95% of the workflow can go through without any human touch from their end.
And hence, the rise of the Zero Touch Order Management.
The philosophy is easier said than implemented. There are various B2B webshops where customers are expected to independently navigate their way around the intricate services and offers, yet more than half of these customers drop off before reaching checkout. Having low drop off rates in B2B telco e-commerce is a lot to be asked for, especially considering that many telco offerings depend on a great deal of additional information such as accessibility of the site or pre-existing contracts. The challenge is to capture relevant information from the customers as they order to ensure hassle-free implementation, while not risking losing the sale due to a tedious process.
The solution to such an interesting challenge is two-fold.
An intuitive experience
At one end, it is imperative that the webshop is intuitive. The whole ordering engine needs to not only be able to educate the customer, but also suggest and provide assistance to help them complete their order successfully. This ensures that each order is complete with all the right validations, and the information are captured in full.
With the creation of the SELISE Telco Suite we tried to adhere to the strict information requirements of the telcos, but also ensures that the order experience is not too intimidating for their customers. As an example, when a customer is ordering telephony services, they are carefully walked through processes ranging from recording DDI-block with the correct zip code, automatically matching the number of call-in lines to their desired devices, to even ensuring that each device is mapped to a unique number. Behind the scenes, the web application’s backend and frontend are constantly matching and validating input until all the validations are met. This ensures an influx of orders with wholesome data that can be used to effortlessly complete the service installation without any additional inputs from the customer. This is where the concept of Zero Touch Order Management is so fantastic.
From the user experience point of view, it is critical to offer the customer just enough to get them started, and make suggestions as they progress with their order. Information overload should always be avoided. A customer should get suggestions for wifi add-ons only when they are in the process of ordering an internet product not before and not after.
At SELISE we carve out such business insights by consulting our partners and putting clever logics in place which effectively make the ordering experience a better one for the users of the platforms.
All aboard the Service Bus
Just having a modern UI for your customer will not help you roll-out a successful digital solution unless you are able to dissipate the information conveniently for all the internal stakeholders. Webshops need to have the right API integrations that seamlessly unite all the areas of the business ranging across fulfillment, CRM and billing. A service bus ensures that different departments do not need to input the same data over and over again since most of the information is captured, and distributed, as soon as each order is submitted by a customer.
SELISE has found, in many cases, telco companies that are already accustomed to older legacy systems. Nevertheless, it is critical to be able to talk to these older systems, and interact with them in real time to ensure there is no need of a large scale system haul. Operating in a decoupled manner in this context allows the modern interface to act as the face to the customer, while all the relevant information gets stored in these goliath, core business systems. Such integration efforts have been a core area of strength for SELISE, and have allowed us to slot in our own solutions conveniently alongside older systems.
In the digital age, telco providers are constantly under pressure to craft new services and deliver them to their end customers- whether it be individuals or institutes. Their success in doing so will be determined by the pace and ease with which they can handle the complexity of the underlying infrastructure. With already a couple of successful solutions in place, SELISE continues to develop a better understanding of the market with its partners, and continue to deliver on a global scale.