Bad Billing Will Kill Off Your Biggest Buyers

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					                                                                                           some results of the study were unexpected.
Bad Billing Will Kill Off Your Biggest Buyers                                              “The bigger surprise is the correlation be-
                                                                                           tween retention and bill resolution,” he
More than half of telecommunications carriers don’t measure customer says. “Almost 5 percent of revenue at the
satisfaction when it comes to enterprise billing                                           enterprise end, and 9 percent among con-
                                                                                           sumers, is lost to churn due to customer




I
       n dealing with telecommunications half the carriers said they did not measure service and billing issues.”
       service providers, dissatisfaction is a enterprise customer satisfaction with the      Purks suggests steps that carriers can
       familiar consumer refrain, often due billing experience.“Particularly in the cur- take to align their billing processes with
       to confusing billing statements. rent economic climate, it’s truly surprising the needs of their enterprise customers:
Turns out, however, that the pain is felt that more attention isn’t being paid to Conduct quantitative and qualitative re-
among enterprise customers as well, with billing,” said Rob Purks, leader of Accen- search to better understand what those
10 percent dumping their providers due ture’s North American billing practice, in customers want—and value—in terms of
to billing issues, according to a report by a statement. “Carriers that                                billing; direct more attention
management consultancy Accenture.              don’t take full advantage of “Carriers that don’t       to those findings; bolster the
   Carriers, the report says, are aware of a effective billing solutions— take full advantage          self-service capabilities of
huge discrepancy between the level of ser- which can help them spur rev- of effective billing          billing portals; and improve
vice they intend to provide and the actual enue growth, increase cus-                                  business-support systems.
level of service they deliver. In fact, when tomer retention, reduce
                                                                                solutions…[are]           Cherry notes that small de-
asked to name the most-important attrib- operating costs, and ultimately leaving money                 tails can make a difference:
ute of service, 82 percent of carriers cited fend off competitors—are… on the table.”                  large-print bills for the visually
“ease of understanding the bill”—but only leaving money on the table.”                                 impaired, or color laser print-
11 percent said they achieved that ease.          Some business-process vendors know ing for big spenders. Customers in one
   The satisfaction gap gets worse: 62 per- the story. “When done properly, bills can study, he says, paid bills two days faster
cent of enterprise customers said telecom create a dialogue with customers, helping when a highlight cover was used.
bills should be easily understood, but reduce churn, build loyalty, and impro
				
DOCUMENT INFO
Description: In dealing with telecommunications service providers, dissatisfaction is a familiar consumer refrain, often due to confusing billing statements. Carriers, the report says, are aware of a huge discrepancy between the level of service they intend to provide and the actual level of service they deliver. Carriers that don't take full advantage of effective billing solutions -- which can help them spur revenue growth, increase customer retention, reduce operating costs, and ultimately fend off competitors -- are leaving money on the table. An easy-to-understand bill can increase customer satisfaction and help reduce expenses.
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