When you think of pop classics and telecommunications, you might not see an instant connection.
But hear us out – both have one thing in common: they know how to connect with people. An infectious pop song is instantly recognisable, enjoys high recall, and keeps people coming back for more – in a similar way, telco brands that truly connect with their customers enjoy higher levels of customer loyalty.
As operators continue to elevate their customer experience standards (CX), the world of music offers several valuable lessons that can help operators hit the CX sweet spot with good customer experiences, while reducing customer churn, and maximising acquisition and retention.
Think tailored messaging and creating unforgettable moments. That’s how pop music can inspire telcos to develop more exciting and satisfying customer interactions. Let’s face it, who wouldn’t want a telco provider that’s as catchy as a chart-topping hit? Here are four songs through the decades that highlight the state of your customers’ minds and what you should be doing to capture their hearts.
It’s amazing how NPS speaks right to customers’ hearts
Net Promoter Score (NPS) is the gold standard for measuring customer satisfaction these days. It’s simple to calculate – just subtract the percentage of detractors from the percentage of promoters – and it’s a much stronger predictor of customer loyalty and business growth than other metrics like CSAT (Customer Satisfaction Score) and CES (Customer Effort Score).
Telco operators adopt NPS surveys for fundamental reasons. Not only do they measure customer experience, but high scores on NPS also speak volumes because they correlate strongly with repurchases and referrals, according to Bain & Company, who developed the NPS market research metric back in 2003.
NPS is also highly valued because it generates more honest feedback since it’s not tied to a specific interaction. As digitalisation accelerates the evolution of customer expectations, NPS 3.0 is stepping up as the improved measurement of impact-driven customer happiness.
+50 is considered a solid NPS score, and +70 knocks it out of the park. Digital-native brands like Amazon, Apple, and Netflix, typically known for delivering highly personalised CX, tend to hover around +60 points. However, the picture looks less rosy for telcos, with some NPS dipping as low as -20 or -40.
If NPS is any indication, it reveals a considerable gap between telco operators’ expectations and reality. Our digital telco Circles.Life bucks the trend with an average of +50 points, far outranking traditional telcos across APAC and Japan. How? CX is just one of our main differentiators, which enables us to disrupt the telco scene and occupy an advantageous position among huge, NPS-leading digital companies around the world.
Crazy little thing called brand love (and why it means business)
When former Saatchi & Saatchi CEO Kevin Roberts coined the term “Lovemark” in 2005, he understood the power of customer engagement. When people fall head over heels in love with a brand, it’s a game changer. Brands that create deep, meaningful, long-lasting connections with customers are rewarded with loyal customers who’ll stick around no matter what. And that’s not some fluffy marketing theory – a customer experience strategy has real, tangible impacts on the organisation from a business standpoint.
Most people know that happy customers mean healthy revenues. What many may not understand is how exceptional CX drives quantified business outcomes. By following the Net Promoter Score (NPS), Circles’ digital telcos see that higher revenues can be linked to five key variables:
If you want to take your business to the next level, it’s time to stop settling for satisfied customers and start aiming for the big leagues: promoters. Think about it: satisfied customers might return to your business, but promoters will sing your praises, driving revenue and brand recognition through the roof. Now that’s music that any telco operator would put on repeat.