CX is not a one-time commitment, but a process that is constantly being repeated and improved. Each cycle begins with the acquisition of the relevant critical knowledge about the users, that is, a detailed analysis of their behavior, habits, wishes, and needs. To put it simply, users are segmented on the basis of certain common features, identifying the most profitable users, the users who have the potential to become profitable to the relationship with them is invested in, and those who are no longer worth investing in.
The first level of implementation of CX is called operational CX, and involves automating and optimizing the entire sales process (contracting, meetings, bidding, and so on), automating marketing by applying information systems designed to design, execute, and measure the effects of marketing campaigns, track customer contacts, and, ultimately, automating customer support through the call center.
Continuous innovation and a unique value for users is also an integral part of CX.
Services must be changed and enriched in accordance with the needs of users, and companies must have the ability to recognize their needs before they are clearly expressed.
User segmentation is the most technologically demanding part of CX. It involves integrating all relevant customer data, from both transaction systems and external data sources, into a single data warehouse, and then exploiting the data stored with various OLAP tools, statistical packets, using the data digging method, and so on. This is also the most critical part of the entire CX cycle, as the users that are selected will be analyzed for their needs, and it represents the second phase of the CX implementation, called analytical CX. Knowledge gained in this way is then exploited when designing marketing campaigns for the selected users. Which approach is best for them? Which services and channels do users consume?
The last step in the implementation cycle is effective interaction with customers—not only marketing campaigns but also responding to user feedback at the same time, gathering information about how users react to a particular action.
To summarize, CX is a cycle that consists of three repeated steps:
- Gaining customer knowledge
- Taking actions based on that knowledge
- Collecting the results of the action and combining them with the pre-existing knowledge to create new knowledge
With this approach, telecommunications companies can benefit from a competitive advantage, simplified internal organization by shortening the duration of information exchange cycles, and eliminating unproductive information flows, and increased profits.