Everyone once in a while here at SMT we like to do a deep-dive into a specific industry to see how analytics, customer service and social are driving the changes that are unique, or universal, to business around the globe.
One such web event was our Best Thinker webinar about the telecom industry, sponsored by IBM and starting Neil Beam from ATT, Rizwan Kassim from Ultra Mobile and Matthew Twomey of IBM.
The challenge in this industry is acceleration --- a global explosion of providers (like the super-fast growing Ultra Mobile) and a big bang of new products and services while at the same time, for traditional providers like ATT, a need to provide traditional support.
Digital transformation is Beam's job one. Deciding how to prioritize from all the choices that a telecom marketer has to make can be guided by decision-making trees like the one that Twomey provided (below). But the biggest challenge, not surprisingly, is the cultural one. In an industry where churn is the recurrent concern, how do you design an adaptive culture that can react and respond in as close to real-time as possible?
I invite you to listen to the webinar in it's entirety - there are some great slides here from IBM. Also feel free to check out the tweets in the accompanying Storify.