Telecommunications companies have had to evolve their business models beyond phone and connectivity and into the Technology and Entertainment spaces to fend off competitive pressures and meet increasing customer demand for more diverse products and services.
As a result, Telcos have expanded into new services and offered new devices and tools in the hope of winning, serving and retaining customers. Telcos have stepped out of their comfort zone, launching dedicated websites, apps and tools via a broad range of devices like PCs, smartphones, TVs and wearables — all in an effort to improve and expand customer interactions. However, Telecom executives are recognizing that the multi- and cross-channel tactics widely in use today — under the guise of “omnichannel” — fail to yield financial and business opportunities across the enterprise value chain.
To compete more effectively, capture the value they seek and break from the pack, telcos must evolve from cross- and multi-channel tactics to a holistic omnichannel strategy.
Read our flash summary and full report to explore key challenges and success factors for connecting with customers, based on research done with leaders in this industry.
Read the telco flash summary
Read the telco full report
On behalf of KPMG, Forrester Consulting performed a quantitative survey in 2016 of 1,290 business and technology leaders involved with omnichannel strategy decisions at enterprises in the US, Canada, the UK, Germany, Australia, Mainland China and Hong Kong S.A.R. Forrester also performed twelve qualitative interviews. Industries represented in the study include Banking, Property and Casualty Insurance, Healthcare payers and providers, Consumer Packaged Goods, Retail and Telecommunications.