Once customers of the Belgian Telenet contact the organization, the provider wants to offer them a digital first experience. Telenet interacts with the customer almost completely digitally so that customer service can speak to the customer faster and more personally in a data-driven manner. Kris De Graeve, Product Owner at Telenet, explains what digital first means and why it meets the rapidly changing needs of the customer.
Customers want control
Kris: 'Today's customers want to have access to their own data anytime, anywhere. Not only to check their data, but also to use it. For example, consider having insight into your own internet usage or that of your children. In addition, customers want to be addressed personally and expect you to know who they are as soon as they contact you. That is why we want to address a customer in all our communications with the information that applies to him or her. This makes the interaction more personal and shows that we as an organization know who our customers are and what they need.'
Digital first
''We focus on a digital first strategy. All interaction we have with customers takes place online. We can no longer be reached by telephone. Not because we want to deprive customers of the opportunity to call us, but because we want to give them the opportunity to ask all questions directly to the right person. When a customer contacts us via our website, he or she is asked several automated questions. This way, the system behind it can determine whether the answer has already been described on the web page with frequently asked questions. If not, the customer is automatically linked to the correct department. The advisor who helps the customer can view the completed customer journey and therefore has all the necessary information at hand in advance. The advisor can often use the data to predict what question the customer has and thus a question can be answered faster and more personally. Behind the scenes, this results in many complex data flows.”
Not completely digital, but personal
'Of course not all our customer communication can take place digitally. We therefore still send documents by post, such as letters in which we confirm an order or announce a product change. We do not see this as interactive communication, but as communication that the customer has requested. The ways in which we generate the letters fit within our digital first strategy. The letters are fully personalized based on the data we have from customers. To achieve this, it took us 17 years Dialog Group approached.'
Information flows linked to needs
'The system that Dialog Group has delivered to us, lives off information flows. We must therefore ensure that we process customer data in a structured and secure manner. Only then can customers receive a letter in which we describe their products and situation, in addition to the main message. This way we show that we value the customer and know his or her needs.
About Telenet
Telenet is a Belgian provider of digital television, high-speed internet and fixed and mobile telephony services to residents of Flanders and Brussels.
* annual report 2020
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