Telcos bring CRM home
Operators are increasingly preferring to bring their customer services functions back in-house, or at least closer to home, according to a recent survey from Ovum.
At the same time, telco respondents believe reducing costs will be a major priority for the next 12 months. The majority expect their budgets for CRM outsourcing to stay flat or increase between 2012 and 2015.
Outsourcers must take note that telcos consider increasing customer satisfaction to be a top three priority, Ovum said.
This means that despite margin pressure due to greater competition and increasingly price-conscious consumers, operators are willing to take the responsibility for the function if they feel their outsourcers aren't doing a good enough job.
Many operators are taking it upon themselves to develop online channels and self-service applications for customers to handle more simple problems themselves.
The location of the CRM function can also be important, Ovum practice leader of telco operations Clare McCarthy said.
“The cross-industry pattern of this year’s survey was that quality and security can better be ensured when closer to home. Telco contact center respondents stated a preference for working with outsourcers that are based in relatively close proximity. This could lead to telcos pushing their end users to self-service solutions.”