"An all-digital customer experience where 80% of interactions are automated." Such is Telefonica's aspiration, but is it either realistic or desirable?
- Experience at the most successful providers of automated digital services – the hyperscale clouds – suggests products must be ultra-simple.
- As well as being simple point products, they will have to adopt a transactional business model.
- There are better options – Vodafone's Message Us is a case in point.
Features and Benefits
- Learn how tolerant of full service automation customers really are.
- Identifies lessons from the failure of cloud service marketplaces.
Key questions answered
- How did other digital service providers design their product lineup and business model for automated commerce?
- How well did this work in the CSP sector?
Table of contents
Recommendations for service providers
Automated services mean transactional services
On-demand service tends to drive the move to short contracts
Automated service requires very simple propositions
Automated, transactional service demands smart customers
The cloud model of customer interaction works only with an expert customer base
Customers simply do not want it, in B2B least of all
Service automation demands network automation
The special relationship between service automation and NFV
Automated, transactional services for smart customers had better be high-quality services
On-demand service will expose technology failings
Automation is software
There is an alternative
Humans create value at the edge of the telco
"IT sovereignty" is an opportunity