The bill – often dreaded and many times unread, continues to be a customer experience blackspot. Since it’s the most tangible and regular communication that service providers have with their customers, why has it been bypassed during digital transformation efforts? And, perhaps even more telling, what are service providers doing to bring bills into the digital era?
To get to the bottom of this, we recently partnered with Omnisperience to conduct a study that revealed that not only is the bill a customer experience blackspot, it is weakening their customer experience improvement efforts. Eighty eight percent say improving customer experience helps them differentiate their offering and retain customers.
Bills are about to get brighter
Across the board, 100% of service providers surveyed want to improve the billing experience. To transform bills from dreaded, demands for payment into engaging customer-centric communications, the four key billing ingredients service providers need to focus on are:
- Accuracy– Are your bills consistently accurate?
- Easily understood – Do you provide the right level of insight and clarity?
- Engaging – Do you inject personalization and relevancy; does the bill communicate value not just costs?
- Stimulates loyalty – Are you targeting customers with relevant offers and products; does the bill contain education on your innovations?
By aligning with these key elements, service providers have the insight they need to successful enhance the billing experience. For 100% of our survey respondents, this means increasing automation. By allowing customers to use digital apps and self-service portals to order new products, change their packages or alter service parameters, customers receive the customer-centricity they desire.
We’re confident that self-service channels will increase in technical maturity, enabling them to handle new billing-related requirements such as variable and customer-driven payment cycles, a wider variety of charging parameters and business models, and a greater volume of one-off or time-limited charges. Part of this technological maturity involves integrating artificial intelligence (AI) into the customer experience, which has been identified by 50% of survey respondents. However, utilization of AI-enabled chatbots, although useful for meeting some customer expectations such as reducing call center waiting times, will not solve the root cause of the problem. Customers will still have queries to care if their bills aren’t clear. Service providers need to focus on eliminating this customer experience blackspot by giving bills the power to deliver intuitive, engaging and informative communications. And this power resides in bill design.
To learn more, download Moments That Matter: How Service Providers are Transformation their Billing Experience report, written by Teresa Cottam, chief analyst at Omnisperience.