Digital Transformation in Telecom

People are becoming increasingly connected through their mobile devices voice and data networks, and with advancements in technology, dependence is further increased on data. Apple’s iOS and Google’s Android operating systems are the two most dominant operating systems for mobile devices and have offered users thousands of apps for increased connectivity, productivity, and entertainment.

Such developments in the telecommunication industry pose a challenge to telecom operators who rely heavily on voice services and could face a decline in profits and increased churn rate due to intense competition and digital media innovations.

Some telecom companies resorted to transforming their business. However, it is worth noting that its not enough for a company to go lean or improve its network infrastructure. It is however imperative that telecom companies focus on the customer experience and retain their customers through excellence in service. Believe it or not, customer retention costs 50% less customer acquisition (link).

Successful transformation will require companies to take a holistic view of their business and reconsider their strategies, structures, people, cultures, systems, and management styles all at once. To put it differently, it is not enough to expand delivery capabilities, but to also improve efficiencies, reduce costs, seek excellence in customer service, and improve on the customer experience.

According to Deloitte’s 2017 Telecommunications Outlook, the digital transformation of customer experience is one of the top strategies telecom companies should strive for to remain competitive. Such transformation would span customer care, sales, and billing.

To really stand out of the crowd, companies must invest in Big Data to understand their customers’ behaviors, and deliver products and services that match such behavior. Companies must understand the Moments of Truth their customers go through to purchase service plans, activates them, and/or switch between them. They must also understand how their customers like to spend their time, where they like to spend their money, what products interest them, and what significant anniversaries they have.

Here is a short video that really offers a very innovative approach to a pro-active customer experience through OmniChannel, which might seem a little farfetched at the time being, but not impossible to achieve:

So where am I going with all of this? Transformation projects are inevitable to telecom companies in Bahrain to remain competitive. However, to borrow from a previous article I wrote about Transforming Banking in the Middle East, and while strictly referring to digital transformation of customer experience, nearly 80% of Customer Experience Management projects fail (link) because managers think that adopting a new software or system is transformation, internal capabilities and operations are not ready, and finally for not having a follow-up plan post implementation (link). Only those who lead the way will succeed, while others wait and catch up at a later time. It could however be too late to catch up. Just remember Nokia’s late jump on the wagon of mobile device innovation.

My advice to companies considering digital transformation is for them to take a holistic approach and begin with an Organization Readiness & Competence Assessment, then perform an Outside-In analysis to better understand the relationships between their internal processes and systems and how they are affected by customer touch points, and finally how transformation strategies will affect them.

 

Business Analysis Knowledge Areas

I’ve been interested in and good at Business Analysis since undergraduate school; and have chosen to specialize in it despite the various roles I’ve assumed throughout my career. Whether I was a Systems Analyst, Training Specialist, or a Project Manager, Business Analysis skills have always been present in my job duties.

So what is Business Analysis? As per the BABOK® Guide (Business Analysis Body of Knowledge), Business Analysis is:

The practice of enabling change in an enterprise by defining needs and recommending solutions that deliver value to stakeholders.

A Business Analyst is

Any person who performs business analysis tasks described in the BABOK® Guide, no matter their job title or organizational role. Business analysts are responsible for discovering, synthesizing, and analyzing information from a variety of sources within an enterprise, including tools, processes, documentation, and stakeholders.

While preparing to sit for the Certified Business Analysis Professional exam, I organized the Business Analysis Knowledge Areas and Associated Tasks, Inputs and Outputs into a diagram for easy reference, since the majority of reviews and preparation courses I went through stressed on the importance of familiarizing oneself with the BA Knowledge Areas. Please note that this diagram is based on the BA Knowledge Areas identified by the BABOK Guide V2.

You can download your copy here, and I hope it helps.