Wireless call centers should be gearing up for this fall’s implementation of wireless number portability when they are likely to be inundated with calls for information about the service, according to research from billing and customer-care services provider Convergys.
The company’s research shows nearly two-thirds of consumers likely will contact carrier call centers, either by phone or e-mail, not only to switch providers but also to get general information regarding service. Assuming the industry counts 145 million U.S. wireless customers, that could equate to 90 million calls for information.
According to Convergys, one-third of consumers will switch carriers once WNP is implemented and most of those consumers will churn during the first four months WNP is available, meaning surges in activity at customer call centers likely will coincide with the holiday season.
Approximately one-third of consumers have heard about WNP and most have high expectations regarding the service, according to Convergys. About 87 percent of consumers expect it to take two days or less to switch service providers. Furthermore, 49 percent believe it will take just one phone call to initiate and complete the switching process.
The results were based on a survey conducted by Convergys of wireless consumers across the United States.
Business and information technology consulting firm American Management Systems also offers technical solutions and consulting services to carriers to reduce the likelihood of customer churn following the implementation of WNP.
Some pent-up demand for WNP will be relieved as soon as it is implemented, causing increased churn immediately, but that will likely slow down with time, according to Dave Meredith, vice president of customer interaction and business intelligence for the communications, media and entertainment group at American Management Systems.
It is important for carriers to now gain control of their customer data by identifying their most valuable customers, and most are doing just that, Meredith said. Then, with detailed customer information, carriers will be able to quickly create customized offerings to later target customers likely to churn or attempting to churn following WNP.
Meredith also warned that carriers should avoid making WNP-related adjustments to their business plans in “silos.” For example, call centers, sales forces and billing departments should all communicate to ensure the customer experience remains consistent.
