B2B脉搏：电信企业客户的六大期望

Table ofcontents This is our first edition of the B2B pulse for the telecomindustry, an annual study analyzing the evolving needs,challenges, and experiences of business customers(hereafter, referred to as organizations) across variousindustries. This report explores the pain points theseorganizations face with the telecom services and identifiessix areas of improvement to help telecom providers enhanceservice delivery and drive business value. To understandthese, we surveyed executives from 1,000 organizationsacross 11 sectors and 13 countries. We further conductedtwenty in-depth interviews with executives from the telecomindustry and the customer industries. With widespread digitaltransformation, the telecom sector has the opportunity toevolve from its traditional role as trusted service providerto become a strategic partner to its business customers. Totransition successfully, the telecom sector must understandand align itself with the trajectories of its clients, their needs,and evolving ecosystem partners. 1.Solution-centricity:Around three in five organizations expecttelecom providers to better understand their markets andneeds, while 67% of organizations want the telecom providersto offer the most effective solution. To illustrate, there is a starkgap between the percentage of organizations that prioritizecompliance with service level agreements (SLAs) and networkperformance and reliability with more than seven in ten sayingthese are a priority, and the percentage of those that expresssatisfaction with these two aspects, which is only around one inthree. Further, more than half of organizations would be willingto pay a premium for customized services. Executivesummary 2.Simplification:Organizations expect simpler solutions alongwith more flexible purchasing and servicing experience, asconfirmed by seven in ten organizations that responded toour survey. 51% of organizations feel that the telecom buyingprocess is complex and providers should simplify the processwhile only 22% are satisfied with the lead times. This calls fordigitalization of many aspects of the buying process, includingorder placement, service discovery, and even customer service. plan to invest in collaboration and productivity, unifiedcommunications, and managed cloud and analytics services. Asignificant proportion are also looking at telecom providers toprocure these services, highlighting a major opportunity forvalue-added services. 3.Collaboration:With the proliferation of newtechnologies, organizations are increasingly seekingstrategic partnerships with telecom service providers.As many as 62 percent of organizations also expecttheir telecom provider to bring industry expertise, andintegrate IT and system support; that is, they want anorchestrated ecosystem of providers for their end-to-endsolutions. Interestingly, two in five organizations are alsolooking at consolidating their current number of serviceproviders. Executivesummary 5.Cybersecurity:Within the broader spectrum of telecomservices, cybersecurity is a priority area for more than 70percent of organizations. Moreover, they expect their telecomprovider to ensure robust protection for their networks.Telecom providers have an opportunity to develop securityofferings such as data security and fraud protection. 4.Innovation:Our research also found that mostorganizations would like their telecom provider to serveas a key source of innovation. As organizations undergodigital transformation, they are looking to invest inadvanced connectivity solutions such as enhanced 5G andend-to-end internet of things (IoT) services. In additionto network and connectivity solutions, organizations 6.Customer experience:Only 27% of organizations say theirtelecom providers currently deliver exceptional CX, while halfare ready to pay a premium to improve it, highlighting an areaof improvement as well as an opportunity for the providers. Recommendations for the telecom sector:To capitalizeon the opportunity to attain the status of a strategicpartner, telecom providers should consider taking thefollowing steps: •Keep CX at the heart of every action:Deliver seamlessomnichannel support, personalized interactions, and reliableservices to boost ease of use, satisfaction, and loyalty. Executivesummary •Embed or invest in advanced technologies to solve clients’needs:Harness technologies such as edge computing and 5G,virtualization and cloud-native architectures, generative AIand hyperautomation to provide scalable, fitting, time-criticalsolutions. •Reimagine the portfolio and sales approach:Shiftto a solution-first approach with flexible pricing andAI-driven insights to address evolving customer needs. •Focus on industry-specific offerings:Designindustry-specific solutions and enable verticalintegration to meet unique industry demands and staycompetitive.. •Prioritize operational excellence:Automate processes,use data-driven decision-making, and upskill the workforceto enhance efficiency