The customers
IRRELEVANT MARKETING MESSAGES
There are two options when it comes to messages that customers receive from providers: either they are irrelevant or there are none, because customers give up on them – and the first one almost always leads to another.
We want to make sure that our marketing strategy is relevant and personalized, so our messages are based on specific context. The term “context” means all the information regarding customers, like current and next activity, location, interests, age group, gender, social group, travel patterns or social behavior pattern.
Some of them can be considered when planning ‘traditional’ marketing of mass out-bound campaigns; but some of them can’t. In order to understand the context, a much broader set of information needs to be analyzed – all that before the context changes, which can happen any second or minute.
With the endless amount of data you have available, the technology that can analyze it and help you put it to use (…) your audience members should feel special all the time
John Hall (Forbes)
unpredictable qos
Most of the time the service works just fine, providing good bandwidth and low response times. But how often did it stopped working, when you really need it? And who’s to blame if that happens? Application, network or provider’s servers?
The answer is simple. Customers don’t care who to blame – they just want it to work.
So, the solution can be obvious. Provider should either fix the issue, before customers see it, or inform them when the issue is going to be resolved. If there is an action needed from the customers, they should also be informed right away.
While OSS environments are usually perfectly capable of identifying network faults, they don’t link it with issues that a specific customer is facing. It is also impossible to perform this type of root-cause analysis in real-time at the application level.
ineffective support in any of channels
The overall environment behind each working app is very complex. Customers are facing the application itself, the smartphone and its OS, backend servers, content delivery network, radio access network, and so on, and so on…
Because of the rapidly growing technology, technical support is having more and more difficulties while helping customers solve their problems, like, f.e. poor streaming quality. Call centers and point-of-sale agents of a telecom operators don’t have real-time information on user perspective, as well as technical issues causing problems.
