Conversation model for Telco
The conversation model for the telecommunications industry is designed to decrease your drop-out rates during the discovery and selection process with a simple and interactive user experience.
Today, most telecom enterprises have an online process for their users to discover, select and purchase a product. Most purchases are completed with a form.
However, visitors drop-out very often of this process because they do not understand the value proposition and get lost.
Starting a more engaging conversation with the users has proved to be the most favourable channel of communication (68%)1 Talking with agents and our telecom clients helped us improve the conversation.
3 use cases identified
We have done research on the ground and found 3 use cases in the telecom industry.
1- Guide the user online to help him understand the complex value proposition
2- Distribute the user to the appropriate channel of communication and avoid losing leads
3- Qualify leads to bring the user down the sales funnel, decrease drop-out from selection to payment steps
- Questions about the new user’s reason to switch providers
Knowing why the user is looking for a new provider helps qualify the lead better and helps the agent have a discourse adapted to the needs of the user.
A Guided User Experience
In this module, the user is asked to choose what will make him choose a new offer over his current one. Asking for what the user focuses on in an offer helps the agent to propose the new mobile or TV experience adapted to what the customer is looking for. It enables the agent to focus on the conditions and type of offer which are most important to the user.
After listening to in-store conversations between agents and new users, the reason for a change was mentioned almost systematically. Having this module also helps to match the in-store experience with the online one.
- Flexible to make iterations
Using Watson Assistant to create the conversation enables you to be flexible with copywriting and Whisbi to adapt the conversation to your communication needs.
A clear architecture of the conversations has been set up in different modules. A module is composed of a set of questions which collect user data for a specific purpose. For example, a module whose purpose is to distribute the user to the right channel of communication will ask if the user wants to talk to sales or customer support agent. For each use case, different modules are used.
Thanks to this modular architecture of conversations, iterations can be made easily depending on the performance outcome of the conversation and the model can be improved further with time.
You can also use this lead converting conversation for a specific online campaign.
- Attractive communication styles
In the same conversation, you can decide to switch between 3 different communication styles:
- Concise and clear – Delivers a clear prompt with as few words as possible, in order to be effective.
- Informal – Uses casual language to feel accessible, in order to build relationship
- Rewarding – Employs psychological hooks that help the user to understand that they will be rewarded for taking an action
Depending on the purpose of the module and the action you want the user to take, we can advise you on a different communication style.
- Lead data is collected complying to GDPR
Leads are asked for the following personal data in the conversation: name, email, phone number and zip code. The user consents to share his information with your company making the conversation GDPR-compliant. The data is then collected and can be sent to your CRM.
Telecom Industry — Use Cases
Telecom Industry — Module Example
|Concise and clear -“ What more can we offer than your previous provider?”Informal – “What kind of offer would be a great one for you now?”Rewarding -“To advise you best, I need to know what would make you choose a plan over another one?” [Pay Less for the same package] [Better coverage] INPUT: Other reason to switch|
Telecom Industry — Use case Example
You can find all use cases on this link: https://docs.google.com/document/d/1QlEbGt6niAd0jL-Xz2o0I84EYIxnmC4P_faCYrXVqDg/edit?usp=sharing ‑
**EU lead qualifiying conversation**
- Concise and clear – “I can help you find what you need. Are you already a customer?”
- Informal – “I’m here to help. Are you already a customer?”
- Rewarding – “Are you an existing customer? You may qualify for special deals.”
[I am a new customer]. [I am already a customer]
>Reason to Switch
- Concise and clear – “What more can we offer than your previous provider?”
- Informal –“What kind of offer would be a great one for you now?”
- Rewarding – “To advise you best, I need to know what would make you choose a plan over another one?”
[Pay less for the same package]. [Better coverage]
INPUT: Other reason to switch provider
- Concise and clear – “ Please provide your name so we can help you better next time.”
- Informal – “Help me get your name right next time you pop by”
- Rewarding – “Let me register your name so I can offer you more next time you come.”
INPUT: Name and Surname
- Concise and clear – “Please provide your phone number in case you need more information”
- Informal – “What’s your phone number? so that we can send you info you need”
- Rewarding – “Our experts will need to call you if you need any help or information.”
INPUT: Phone number
- Concise and clear – “ Do you need assistance to make a purchase or help with your plan?”
- Informal –“Need any support or expertise to decide what to get?”
- Rewarding – “Do you need support with your mobile plan? help finding the best offers? Talk to one of our agents.”
[Talk to a mobile plan expert]. [Talk to a customer support expert]
- Concise and clear – “I can help you reach the right experts. Are you a business customer?”
- Informal – “Are you an individual client? I will put you through to the best experts for you.”
- Rewarding – “Business or individual customer?Let me find you the experts who will propose offers made for you”
[I am an individual]. [I am a business customer]