Telco executives have long pledged to put customers first, but customer satisfaction scores tell another story. The telecommunications sector averages a global net promoter score (NPS) of just 31, the lowest of any sector. The gap between perception and reality is wide, as operators struggle to turn "customer centricity" from a slogan into a concrete, measurable impact.
CX means different things to different customers
One reason is that telcos often take a one-size-fits-all approach to customer centricity, launching broad and costly initiatives aimed at boosting NPS. In practice, an excellent customer experience (CX) appears differently to each user. Some customers value responsive service, loyalty recognition, and clear communications, while others seek low prices and minimal friction. With either customer type, when experience doesn't match expectations, they churn.
Defining customer-centricity for telcos
Good customer experience isn't about slogans and grand gestures. What's most important is that it just works: the network runs seamlessly, interactions are quick, and customers know what they're getting and why it's a good value.
To achieve this, telcos must appeal in four dimensions:
- Minimize customer effort for seamless, low-friction journeys.
- Personalize where it matters to deliver relevance, not noise.
- Recover quickly; resolve issues fast and communicate clearly.
- Reward loyalty, align recognition and value to price.
How Altman Solon can help
Altman Solon helps telcos turn CX goals into measurable, successful outcomes. We leverage our deep telecommunications expertise and support operators across:
- Customer and persona profiling: Understanding what different users truly value.
- Identifying behavioral markers of change: Anticipating evolving customer needs.
- Quantifying the value of CX initiatives: Balancing customer experience and operational excellence.
- Modeling impact on churn, retention, and ARPU.
- Redesigning operating models: Embedding CX excellence across channels and journeys.
These capabilities help telcos focus their CX strategies where they matter most: aligning experience with customer expectations, reducing churn, and creating long-term value.
Download the full whitepaper for detailed insights and case studies on how telcos can design customer experiences that drive results.
