Broadcasting
Telcos Must Embrace Data-driven Strategies to Enhance Customer Experience
By Mirza Bukva, Head of Telecom Partnerships Africa at Infobip
Customer experience (CX) plays a crucial role in determining success in today’s interconnected world of modern telecommunications. As consumers increasingly demand seamless connectivity and personalised service, innovative CX solutions must become a top priority for telecom companies looking to stand out in a highly competitive market. Previously, pricing and network quality were the primary factors for customer retention, but now CX has emerged as equally important.
Adopting a new approach to managing telco CX requires embracing a comprehensive platform equipped with tools to streamline interactions, anticipate needs, and deliver personalised experiences. Fundamentally, data-driven analysis plays a crucial role in improving customer satisfaction, and an enhanced CX ultimately aids in customer retention. When organisations effectively leverage this valuable source of insight, they gain a significant competitive advantage.
However, despite having abundant data, most telecom operators are not exploiting the full potential of analytics and insight-driven personalisation. This oversight prevents them from achieving a true competitive advantage and maximising revenue growth.
Customer expectations can be met by plugging advanced data analytics into every stage of the CX journey, and given the complexity of telecom data, ensuring accuracy and consistency across various systems is imperative.
The incorporation of Artificial Intelligence (AI) and Machine Learning (ML) into data analysis is becoming increasingly crucial for telecom companies. AI’s ability to analyse large datasets and recognise patterns will provide telecom companies with a potent tool for predictive analysis and decision-making. For example, AI can analyse customer behaviour and service preferences to anticipate future service demand, enabling proactive adjustments and personalised offerings.
More telecoms are recognising the need to maximise value and personalise interactions in Customer Value Management (CVM), and not just in the support arena. They are increasingly incorporating preferred customer channels that enable rich communication, alongside marketing engagement solutions supported by a customer data platform.
Additionally, the operational advantages are significant, as AI-driven insights lead to better resource allocation, reduced operational expenses and enhanced strategic planning. By leveraging these technologies, telecoms can not only improve their service delivery but also streamline their operations, resulting in greater overall efficiency and cost-effectiveness.
Personalised customer experience
By adopting omnichannel strategies, telcos can offer personalised customer experiences across various channels and devices. This includes traditional touchpoints like SMS, voice and email, as well as popular messaging apps such as WhatsApp, Facebook Messenger, Viber, and Telegram.
More critically, an omnichannel solution provides failover options and seamless transfer to support agents, while also enabling telcos to use customer data to contact them at the right time on the right channel and with the right message.
Market trends suggest that subscribers are increasingly moving away from an app-only approach. Instead, they want to communicate with brands using their preferred methods, so businesses must ensure they are where their customers are.
Furthermore, the adoption of emerging technologies such as 5G, the Internet of Things (IoT) and edge computing will redefine possibilities, opening new paths for growth and transformation. As we step into this new era, the shift of telcos from purely offering traditional communication services to becoming technology leaders highlight the industry’s resilience and capacity for reinvention.
The future of telecommunications goes beyond connectivity to pioneering the digital frontier, offering unparalleled opportunities for innovation, engagement and growth. By embracing these trends, telcos can unlock new revenue streams, enhance customer relationships, and place themselves at the centre of the digital economy.
Promising future
As AI technologies and tools become increasingly prevalent in the telecom industry, the future looks promising, offering numerous opportunities for forward-thinking telco leaders. With the advent of the 5G network standard and the upcoming 6G, AI is set to continue transforming telecom operations, processes and services.
Telcos must adapt to new technologies, address the current lack of automation and meet evolving customer needs. For instance, AI-powered chatbots and virtual assistants can enable telecom operators to provide high-quality customer service easily, reliably and conveniently.
Utilising these bots allows telcos to offer personalised support, 24/7 assistance and prompt responses to customer queries, leading to enhanced customer engagement and satisfaction, reduced waiting times and efficient service delivery. Additionally, these bots can act as strong sales agents, identifying customer needs, recommending products and services, and facilitating purchases, thus driving revenue growth. To maximise these benefits, telcos should partner with a global engagement leader with unique industry expertise and reliable business guarantees.
By leveraging advanced analytics, AI, and ML, telcos can enhance CX, streamline operations, and unlock new revenue streams. As the industry continues to evolve with the advent of technologies like 5G and IoT, telecom operators must prioritise personalised, omnichannel customer interactions to stay competitive. Embracing these innovations not only positions telcos as technology leaders but also ensures they meet the ever-evolving demands of their customers, paving the way for sustained growth and transformation in the digital era.
Nigerian Institute of Public Relation’s (NIPR) governing council has announced the appointment of Rasheed Bolarinwa as the Chairman of its newly established FinanceHub Committee.
Rasheed Bolarinwa
Bolarinwa, who serves as the President of the Association of Communication and Marketing Professionals in Banks (ACAMB), will lead the committee aimed at enhancing sustainable Public Relations practices within the banking, insurance, and pensions sectors.
Bolarinwa, currently the Head of Brand Management and Corporate Communication at Polaris Bank, brings extensive experience from journalism, public relations, and the financial sector.
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His leadership is expected to drive significant improvements in PR practices across these financial sectors.
The FinanceHub Committee, which includes experts from banking, insurance, and pensions, is part of NIPR’s broader initiative to strengthen public relations across various sectors.
The committee’s formation aligns with NIPR’s strategy to foster sustainable and impactful PR practices in these critical areas of the economy.
In addition to Bolarinwa, NIPR has appointed other chairpersons for newly created sectoral hubs.
Mrs. Thelma Okoh will lead the Maritime Hub, Dr. Jossy Nkwocha will head the Energy Hub, and Mr. Basil Agboarumi will oversee the Aviation Hub. Dr. Ahmad Sajoh has been appointed to lead the Anti-Corruption and Consumer Protection Hub, while Miss Chimdi Neliaku will head the Young Practitioners Hub.
The appointment letters, signed by Uzoma Onyegbadue, Registrar/Secretary to the NIPR Governing Council, reflect NIPR’s commitment to enhancing public relations practices across these sectors.
NIPR Appoints Rasheed Bolarinwa as Chairman of FinanceHub Committee
At the inauguration of the new chairpersons and committee members, NIPR National President Dr. Ike Neliaku praised the appointees, highlighting their expertise and dedication.
“Your appointments are well-considered and reflect the confidence the NIPR council has in your abilities to advance the objectives of the Hub,” Neliaku stated.
He expressed enthusiasm for collaborating with the new appointees and emphasized the council’s support in driving positive change in public relations practices within their respective sectors.
The operator behind www.score808.com.ng, a website notorious for streaming MultiChoice content illegally, has been arrested by the the Intelligence Response Team (IRT) of the Force Intelligence Bureau of the Nigerian Police.
The Police said that the arrest is a significant victory against internet piracy.
This domain was allegedly infamous for illegally streaming MultiChoice (SuperSport) content, drawing millions of visits from across Africa and beyond.
According to a statement, the arrest, which took place recently, in Osogbo, Osun State, marked a major milestone in the ongoing battle against intellectual property theft and online streaming piracy.
The capture followed an extensive investigation that spanned several months.
Despite efforts to evade detection by frequently changing locations, the IRT’s relentless pursuit ensured the eventual arrest.
The suspect remains in Police custody, with substantial evidence pointing to involvement in large-scale illegal streaming activities.
If convicted, the suspect could face a prison sentence of up to five years, the statement added.
“he scale of the illegal operation is evident from the website’s traffic statistics. The domain www.score808.com.ng garnered 3.1 million visits globally, with over 1.2 million visits originating from Africa alone,” it added.
Frikkie Jonker, director of Broadcasting and Cyber Piracy at Irdeto, expressed appreciation for the Nigeria Police’s dedication and support in this operation.
He commented, “All forms of piracy continue to pose a significant threat to the creative industry. At Irdeto, we are fully committed to addressing every facet of piracy, whether it occurs online or through other means. The arrest of this notorious pirate is a testament to what can be achieved when law enforcement agencies and private sectors work hand in hand. We sincerely appreciate the Nigerian Police’s unwavering support, which has led to this positive outcome.
“Online streaming piracy is not only a criminal offense but also poses significant risks to customers. Users who access pirated content are often exposed to malware, phishing attacks, and other cybersecurity threats that can compromise their personal information. Additionally, by engaging with illegal streams, customers inadvertently contribute to the erosion of the creative industry, undermining the livelihoods of thousands of people involved in content production and distribution.
Senator Liyel Imoke, former Minister for Power and Steel, has been confirmed as the keynote speaker at the annual conference of the Guild of Corporate Online Publishers (GOCOP) scheduled for October 3, 2024 in Lokoja, the Kogi State capital.
This is just as attendance and participation by other highly fecund speakers and panelists have been confirmed.
They comprise, among others, former Chief of Army Staff, Lt-General Tukur Yusuf Buratai (Retd); the Executive Vice Chairman, Nigerian Communications Commission (NCC), Dr. Aminu Maida; a Professor of Political Science at the Federal University Lokoja, Rotimi Ajayi, and an edutainment communicator and veteran broadcaster, Ms Debrah M. Ogazuma.
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Chairman, 2024 Conference Planning Committee, Danlami Nmodu, mni, disclosed these in a press statement issued by the Publicity Secretary of GOCOP, Sir Remmy Nweke.
According to the statement, Nmodu said that Imoke would lead discussion on the theme: “Nigeria: Tackling Insecurity, Power Deficit, and Transitioning to Digital Economy” at the Reverton Hotel, GRA Lokoja, Kogi State on Thursday, October 3, 2024 by 10am.
Senator Imoke was at a time Special Adviser to President Olusegun Obasanjo on Utilities and Chairman, Presidential Committee on OMPADEC and NEPA Technical Boards.
In 2007, Senator Imoke was elected Governor of Cross River State and served his people in that capacity from 29 May 2007 to 29 May 2015.
Imoke studied Law at the University of Buckingham, England for his LLB degree in 1985, and then studied at the American University in Washington, D.C., where he gained a master’s degree in Law. He completed his legal education at the Nigerian Law School, Lagos, in 1988.
He was earlier elected a Senator in 1992 and was in the National Assembly until the military incursion, following the annulment of the presidential election of June 12,1993.
He then went into private enterprise in 1993 as a Managing Consultant.
Retired Lt-General Buratai would be joined by Dr. Aminu Maida as Guest Speakers.
The statement stated that Professor Ajayi would join other panellists, including a former Commissioner in Kwara state and National Coordinator of West African Media Network (WAMNET), Ms Ogazuma.
The 2024 GOCOP conference is the 8th in the series and would be chaired by former Nigeria’s Ambassador to Spain, Yusuf Mamman.
The 2023 edition was chaired by the JAMB Registrar and Chief Executive, Prof Ishaq Olarenwaju Oloyede, while the first Nigerian Professor of Capital Market, Prof. Uchenna Joseph Uwaleke was the keynote speaker.
Previous speakers at the annual conference consisted of Rev. Matthew Hassan Kukah, the Bishop of the Catholic Diocese of Sokoto who delivered the 2019 lecture on “Economy, Security and National Development: The Way Forward.”
In 2021, Mr. Boss Mustapha, as the Secretary to the Government of the Federation and Chairman of the Presidential Task Force on Covid-19, keynoted the conference and spoke on: “Post Covid-19 Pandemic: Recovery and Reconstruction in Nigeria.”
Professor Mahmood Yakubu, Chairman, Independent National Electoral Commission, delivered the keynote at the 2022 edition themed “2023 Elections: Managing the Process for Credible Outcome.”
GOCOP was established to ensure that online publishers uphold the tenets of journalism.
Membership of the Guild is a constellation of editors and senior journalists who, having distinguished themselves in their various positions in the print and electronic media, ventured into online publishing which is both the present and future of journalism globally.
The Guild has over 104 corporate publishers as members.
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