telco eguide: how to boost telesales conversion rates · attention with known buying experiences...
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Telco eGuide: How to BoostTeleSales Conversion Rates
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Contents
The Telco Telesales Challenge
How to Improve TeleSales Conversion Rates
Benefits of a Visual Cart in TeleSales
Conclusion
Copyright © 2019 Lightico.
The Telco Telesales ChallengeTelco sales processes are often complicated and difficult for
the agent to lead and the customer to follow due to complex
plans and deal structures. As a result, agents sell less
effectively, service times get elongated and customers are
less satisfied with their calls. This combination of business
impact (hurt sales and inflated costs) and customer frustration
(damaged loyalty) has caused telcos to seek ways to simplify
otherwise complicated processes.
Sales agents in complex sales processes find it difficult to
structure, progress and close sales using the voice channel on
its own. This challenge is mostly due to customers expecting
an equivalent experience to that of the in-store and
eCommerce buying experience, which are typically speedier
and more visual.
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There are two main challenges Telcos face with voice-only telesales:
1. Complex sales processes overload customers.
Sales reps need to present many deal details and options to the customer.
These details often overwhelm customers who are accustomed to a more
visual, experiential buying process on websites or at retail shops. Because of
this decision paralysis, prospects switch to other, more familiar channels like
websites and retail branches. There they are exposed to competitive offers and
experience easier buying processes.
2. Customers who do buy, often misunderstand their purchases.
Even customers who do buy, are often frustrated with their experiences and
purchases. They may have assumed they were buying one thing, but realize
they bought another. Or, they may discover purchasing terms that they were
not expecting or understood over the phone. This frustration causes customers
to cancel their orders.
Complex phone sales conversations tend to leave customers more confused, impatient and unlikely to buy.
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As a result, these complex sales conversations tend to leave
customers more confused, impatient and unlikely to buy. This gap
has become business critical as telcos compete for customer
attention with known buying experiences like Amazon’s effortless
1-click checkout and Apple’s in-store retail “genius bar”.
To further understand the extent of the telco sales challenge, let’s
examine a common telco interaction. These may include
presenting a new phone offering that can include a phone, a new
data package, additional insurance and even accessories. Each of
these products and steps may require their own images,
supporting documents, forms and declarations. Furthermore,
these may be complicated by endless pre-existing factors like the
customer’s current plan, location, loyalty status or other factors.
Because of the endless combination of products and conditions,
pulling together the right offer, in a timely and organized way and
sharing with the customer over the phone is difficult.
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100device options
4discount levels
X
X
X
X
X X
X
More than 9 million options!and that’s before bundling data and phone plans!
To illustrate this, imagine all the permutations of offers, pricing, and terms that an agent must navigate for a phone upgrade:
3memory options
50states
4payment options
2delivery options
6payment plans
3warranty options
128
256
1TB
Half
Off
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As a result, sales calls tend to be long and frustrating. Telco businesses feel the business impact by lower conversion rates, higher
return rates and damaged customer loyalty. Additionally, call times can balloon and customer satisfaction may be low as the process
seems chaotic and long.
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How to ImproveTeleSales Conversion RatesGiven the pronounced need to improve telesales efficacy, telco sales
leaders are looking to technology to regain the competitive sales edge.
They have seen the sales impact of bringing real-time, digital solutions
to their sales teams to help configure and close more sales orders.
Imagine a world where businesses and their call-center agents are able
to dynamically configure and display orders for customers in real time
on their cell phones, or any internet connected device.
While speaking with a customer on the phone, the agent creates a
tailored order. The system then activates smart workflows that
dynamically pull together relevant T&C’s and signature requests. These
workflows then deliver the offer seamlessly directly to the customer’s
cell phone - all in a visually streamlined fashion. It’s noteworthy that the
agent can share the order summary either at the end of sales
discussion for final alignment and sign-off, or, as it is being configured,
to help customers see their choices as they make them.
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The customer enjoys a simplified customer experience that is easy to understand and complete:
All these components are done through a simple text message (no email or app required) and are designed to be mobile optimized - so customers
can complete them effortlessly, anywhere.
This solution, called the Visual Cart, comes to solve the challenge of multi-step, complicated sales processes by using conditional logic and smart
display mechanisms to streamline sales.
2. Customer reviewsand approves their visual
order summary
4. Customer pays securely fortheir order via a PCI-compliant
mobile interface
3. Customer automatically receives the relevant terms and conditions for instant consent to their phone
1. Customer receives a text message to a link with their
order summary
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The Visual Cart is geared for businesses selling to
the consumer market. While more rudimentary
solutions provide basic assembly of the order, the
Visual Cart mirrors how customers buy in today’s
mobile, always-on world.
The Visual Cart technology does more than
configure all the relevant order elements and prices.
It delivers the tailored order specs to the customer
digitally and instantly, to their mobile devices for easy
understanding and completion. By doing so, it enables
the sales team to construct optimized offers and have
them completed by the customer anywhere.
Visual Cart capabilities power both agent assisted
and self-service funnels, enabling businesses to sell
today’s mobile, distracted customer more effectively -
tailored, instantly and anywhere.
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For telcos, the solution integrates with all existing telco systems including BSS, OMS, product catalogue and long term retention. So after a
customer approves their order, their eSignature and consent are digitally sealed and stamped with a complete audit trail that adheres eSign
Act and EIDAS legal requirements. These legally-binding documents are stored in the customer’s record in the CRM and are easily searchable
for auditing and dispute resolution.
Because these solutions leverage APIs to integrate with existing solutions and are compliant with the strictest compliance regulation, telcos
can benefit from these expedited customer sales journeys that deliver exceptional experiences, drive productivity and improve efficiency.
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Benefits of a Visual Cartin TeleSalesThe Visual Cart solution ensures that telco sales conversations are
more effective, compliant and delightful.
Thanks to automated workflow rules, agents build and present the
right offer every time and have an easier (and faster) time getting
customer alignment. As a result, this orderly approach has proven
to improve conversion rates, increase average purchase prices,
reduce cancellations and remove compliance concerns.
LEARN HOW
Want to increase average purchase prices, reduce cancellations andremove compliance concerns?
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Key Benefits of a Visual Shopping Cart
Dynamic OrderConfiguration
Conversion rates typically jump by 20%That’s because order processes are automated, removing agent doubt and enabling them to focus on engaging
customers throughout the sale. By removing the uncertainty of what to show/ask next, they are able to convey
more confidence and guide sales conversations more effectively.
Average purchase price risesWith smart workflow engines, sales agents are able to offer the most suitable offer to each of their customers. The
Visual Cart ensures that the most effective and profitable offers can be monitored and adjusted in real time, without
needing to retrain sales teams.
Compliance risks are zeroedSmart workflows use conditional logic to integrate and complete all required regulatory processes. These
dynamic flows consider all the sales details and can provide a unified approach to gathering consent and
signatures. Thanks to rule-based logic, agents are no longer required to read out long phone scripts or
scramble for the relevant T&C’s for each plan permutation. Those pieces are instantly compiled and delivered
to the customer for consent and agents are less prone to human error mistakes that hamper compliance.
After-call cancellation rates are slashed by 33%Customers can see and internalize their purchases ahead of buying. This builds confidence and clarity in their
purchase decision and removes the most common reason for after-call cancellation in telesales - confusion.
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ConclusionWhile telcos have discovered the huge potential in selling
phones, data plans, and accessories through their call center,
they are facing enormous challenges in their complex
sales processes.
Not only do they compete with high-street sellers, they
compete with internet retailers that provide a streamlined
experience. Without digital tools to better guide, accelerate and
execute sales calls, telco call centers will find it challenging to
deliver the same effective sales experience as their bricks and
mortar and web-based peers.
With the Visual Cart, telco call centers can regain the upper
hand in digital sales by driving more effective, compliant and
instant call processes.
LET'S TALK
Learn How to Maximize Your Telesales Efficiency
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