CSPs will extensively modernise their customer engagement capabilities over the next decade

Customer experience has gone from being of limited importance to communications service providers (CSPs) to being a strategic priority. Indeed, a growing number of CSPs have identified digital customer experience as an important competitive differentiator in recent years and have prioritised making investments to improve it. The pandemic has highlighted that digital channels are also vital enablers of operations, especially during periods of lockdown and social distancing. This has further amplified CSPs’ emphasis on developing a digital engagement platform that is self-sufficient and does not use traditional engagement channels for partial or complementary support. Other factors such as the rapid increase in the number of smartphone users, changing consumer behaviour and a focus on reducing call centre costs have also led to an increase in the deployment of digital channels.