BUSINESS MODEL FOR COST OPTIMIZATION IN CUSTOMER CARE SECTORS OF TELECOMMUNICATIONS OPERATORS THROUGH DIGITAL TRANSFORMATION
Keywords:
Cost optimization, customer care department, digital transformation, automation, digital transformation parameters, telecommunication sectorAbstract
There are several business models for analyzing the effects of digital transformation on the customer care
sectors of telecommunications operators. They emphasize several aspects, the most important of which are user
experience, cost optimization and revenue maximization. The main goal of this paper is to analyze the business
model based on cost optimization. The paper also aims to present and analyze the quantitative parameters that
measure the impact of digital transformation in the analyzed business model. In the paper, using the method of
analysis and specialization, the various aspects of the business model for cost optimization in the customer care
sectors are elaborated, presenting a model based on the use of new digital technologies. Furthermore, in the paper,
using methods of analysis and specialization, the most effective parameters with which the effect of digital
transformation can be measured are defined and proposed. Тhe main three potential areas for analysis in the business
model based on cost optimization are: prevention of cost increase, increase of efficiency in the execution of tasks
and automation. The area that has the greatest potential for a direct effect on cost optimization is automation, which
is based on technologies such as robotics, virtual experts, virtual agent support and interactive voice response.
Automation with robotics is of particular interest to companies today, which is why special attention is given in the
paper. The second objective of the paper, which refers to proposing quantitative parameters for measuring the
impact of digital transformation, is elaborated in three key areas, namely operational efficiency, customer experience
and revenue maximization. To show the complete picture of the process and the progress of digitalization of
business processes in the customer care department, it is necessary to analyze all three areas. Based on the research
done for the purposes of this paper, it is proposed to monitor the indicators volume of calls, waiting time, call
abandonment rate, average handling time, first call resolution rate, cost per call/ interaction/resolution and employee
satisfaction score. In addition to operational efficiency parameters, it is recommended to monitor the parameters
related to user satisfaction with the services received. Recommended indicators are Net Promoter Score, Touchpoint
Net Promoter Score, Customer Satisfaction index, and Customer Effort Score. An excellent customer experience
should undoubtedly be expected to influence an increase in revenue, and for this purpose it is recommended to
monitor the parameters of the churn rate, customers lifetime value and market share.
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