Reality Check: The awesome new generation of service providers

Editor’s Note: Welcome to our weekly Reality Check column where C-level executives and advisory firms from across the mobile industry share unique insights and experiences.
Cisco predicted recently that individuals in the U.S. will each have five Internet-connected devices by 2017. So for just a family of four that’s 20 devices competing with each other to connect to the Internet. It wouldn’t be surprising to see us hit that number even sooner with the NTIA’s goal of getting more Americans connected to the Internet. In fact, since 2009, the NTIA has invested about $4 billion in projects around the nation to expand access to and use of broadband. It’s certainly fair to say that networking isn’t going away any time soon.
In today’s digital world, consumers expect to receive a high quality of service and be constantly connected – from the kitchen to the garage. More often than not, meeting that expectation falls on service providers. Whether they are prepared or not, service providers are expected to be the central point of contact for solving Internet connection problems. Regardless of which device, connection, software, or service is actually at fault, the service provider usually receives the first call.
Increased tech support demands
As a result, service providers have experienced a sharp increase in the quantity and diversity of tech support demands. For example, they need to have the resources and insight to help a retired couple set up their router for the first time, which will likely involve helping them identify which device actually is the router, as well as where all the cables go. But they also need to be able to work in real-time with more tech-savvy individuals who may be able to ask deeply technical questions about their network.
What many consumers don’t realize is that there is a complex interplay among different devices, the local network and the cloud. This fact is made very clear in the 2014 Telecommunications and Information Report, which was recently released by The American Customer Satisfaction Index. A key finding of the report was that as the number of Internet users grows, customer satisfaction with service providers declines, having slid 3.1% to an ACSI score of 63 this year — the bottom rating among the 43 household consumer industries measured in the index. Sometimes the issue is just a matter of where the router is placed in the house, or the type of material used to build a consumer’s home. But there can also be interference with other electronic devices – even baby monitors and microwaves – scattered around the house that would be nearly impossible for a service provider to anticipate. And these issues are the least technical of the bunch when it comes to the network and devices. This adds time and expense to the effort of diagnosing fault and fixing problems. For service providers, this trend can be a goldmine or a disaster – and it definitely cannot be ignored.
To sustain revenue and meet consumers’ expectations, service providers delivering Internet services can follow these tips:
1. Know the customer. A large percentage of consumers are willing to pay a premium to be at the front of the line for getting help. Search out these consumers and what service packages they’d like to buy. You can make this part of your initial calls and build it into the customer’s profile. There are also some research reports that identify which types of consumers buy higher packages and why. Service providers can ensure that call center employees have and understand this research, and make sure they are selling as appropriate. This will not only allow you to deliver superior customer service, but it will also give you an opportunity to increase revenue.
Furthermore, the language of consumers has changed. Many service providers haven’t updated their scripts or processes in decades. If they could figure out how to speak the same language as consumers, it would likely go a long way.
2. Keep the technology simple. Be the provider that continuously de-mystifies networking and technology to make it well-designed and accessible for the average consumer. Fast Company devoted its October 2013 issue to design, stating, “The greatest business story of this generation is a design tale.” It is not hard to guess that this title was referencing Apple. Turning complexity into simplicity is one of the biggest, most impactful and most essential challenges in consumer technology.
Providers can also look into acquiring tools that enable them to know more about the customer’s home network and devices. It doesn’t have to all come from your research and development – leverage existing solutions by third parties.
3. Prepare for troubleshooting. First of all, consumers are tired of providers passing the buck. Take ownership and stop pointing your finger at other vendors – consumers will appreciate it. However, in order to be able to do this you need to also make sure you have a platform that helps rapidly fix new and increasingly challenging problems, such as outdated devices or routers creating bottlenecks and slowdowns in what should be high-speed networks, or how to troubleshoot issues caused by streaming media. Integrate diagnostic and support tools into your entire product and service offerings. Make sure the tools are up to the task presented by a chaotic home environment.
Service providers are at a critical point in Internet history, where they can cement their reputations in a number of ways. Rather than be intimidated by this challenge, service providers should think of it as an opportunity to prove how beneficial their position in the ecosystem can be for improving the consumer experience. Consumers are only going to continue to expect more from their devices, their network, and ultimately, their content. As such, service providers should be prepared to lead them to a better online experience.