Data is fast becoming a company’s strongest currency. Consumers are reaching for more personalized customer experiences and, armed with an array of data trackers, businesses are trying to match expectations. Data can deliver immense value; it can drastically improve the customer experience, increase sales opportunities and build an incredibly accurate picture of online consumer behavior.
Our recent research paper ‘The Illusion of Success in the Telecommunications Industry’ takes a deep dive into how, where and when 54 leading European and US telcos offer contact channels on their websites. As part of this research, we looked into the trackers currently being used by firms on both sides of the Atlantic.
Telcos are predominantly using trackers to understand conversions, improve the customer journey and for ad retargeting. The information they collect gives crucial insight into marketing attribution, shining a light on successful activations and providing key insight into how improvements can be implemented in the future.
Which tools are telcos using?
In terms of the tools used by telecoms providers, we found that DoubleClick Floodlight was the most popular conversion tracker. Exactly 50% of the telcos in our paper use DoubleClick to perform functions such as determining when a sale (or other online action) has been completed. Conversion trackers are really useful for getting information about basic online cause and effect.
Tealium takes the crown for most popular tag management system; 33% have the tool on their site. Tag management systems like Tealium gather consumer data to accurately create audience profiles and understand online behavioral patterns.
Telcos aren’t making full use of their trackers
The vast majority of telcos have a tag management system – only three out of the 54 in our study don’t. The businesses that do have these systems clearly want to understand more about the people visiting their sites. They want to take advantage of online behavioral data to improve the customer experience. They want to put themselves in the best possible position to increase sales.
But they’re failing. Even though they have invested in tools that give them access to such invaluable data, they are failing to use it to deliver truly personalized customer experiences. Our research found that, of the 56% of telcos with a phone number in the order flow, only 6% connect the visitor directly with an employee. They are failing to link together online and offline behaviors.
A lot of this has to do with how most companies organize themselves. Teams that work in silos, more often than not, do not properly communicate with each other. During our research, it became clear that trackers were being placed onto the site to serve specific functions for specific teams; marketing might have requested a behavioral tracker, or the sales team a conversion tracker. The teams aren’t communicating with each other. If they were, then there would be more intelligence behind the way that telcos offer their contact channels.
Insights gleaned from the many trackers on each telco’s website should be united in order to deliver a better customer experience. Now Interact’s Predictive Intelligence technology is the tool that does this automatically. It harnesses technology that’s already on your website to improve the customer experience and increase opportunities to sell. We’ve written a bit more about how Predictive Intelligence works with your existing technology here.
Take advantage of the data at your fingertips
Behavioral data should be used to understand why a customer is online, in real-time. With this knowledge, and if it’s been determined that the visitor would be well served by making contact with an agent in the call center, telcos should be able to serve a dynamic number relevant to the customer’s specific journey. With a world of data at their fingertips, telcos shouldn’t be forcing their online visitors to repeat the steps already taken on their journey through an IVR, or to an agent in the call center.
By failing to make full use of the data that they are already gathering, telcos are missing out on valuable opportunities to connect with their consumers. Predictive Intelligence technology can mend those bridges by unifying information being gathered by trackers and actually delivering on the promise of personalization. Read more about our solution here.
Interested in reading more? The full report, with more in-depth analysis, can be found here.