Maurice Zicman, Vice President – CX Strategy at TP in Australia, unpacks why the telco industry must rethink old assumptions and focus on digital-first, right-shored customer experiences that serve what today’s customers want.

There’s a hard truth Australian telcos need to face – when it comes to customer experience (CX), location alone doesn’t guarantee better outcomes.

The ‘your call will be answered by someone in Australia’ isn’t a selling point, rather the key focus needs to be how can we deliver the best CX.

Despite a hefty investment by the country’s largest telco in repatriating its consumer contact centres onshore, exactly three years ago, we haven’t seen a clear jump in customer satisfaction. What we have seen is rising operational costs, persistent service inconsistencies, and a disconnect from what customers actually want.

In fact, Australia’s largest telco stands alone here. Most major telcos in Australia continue to operate primarily offshore, suggesting the broader industry is focussed on cost-effective, scalable delivery models – not just national optics.

So what do Australians want? They don’t want to wait 40 minutes to talk to someone just because that person happens to be sitting in Australia. What they do want is speed, empathy and a seamless digital experience – from a customer expert equipped with technology to offer a quick resolution – wherever they may be located.

The customer journey starts well before a voice call.

© InDaily