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プリペイドワイヤレスカスタマーケアにおける人工知能 (AI) :市場機会

Market Opportunity: Artificial Intelligence in Prepaid Wireless Customer Care

発行 Mind Commerce 商品コード 795281
出版日 ページ情報 英文
納期: 即日から翌営業日
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プリペイドワイヤレスカスタマーケアにおける人工知能 (AI) :市場機会 Market Opportunity: Artificial Intelligence in Prepaid Wireless Customer Care
出版日: 2019年02月26日 ページ情報: 英文
概要

当レポートでは、通信サービスプロバイダー (CSP) 市場セグメントにおける将来のカスタマーケアについて取り上げ、AI型カスタマーケアを使用することで得られるメリット (運営費の削減とエンドユーザー満足度の改善など) 、ケーススタディ、および提言などをまとめています。

第1章 エグゼクティブサマリー

第2章 プリペイドワイヤレスの概要

  • プリペイド vs. ポストペイド
  • 価格、機能、およびプラン
  • カスタマーケアのレベル

第3章 プリペイドカスタマーケアにおけるAI

  • オンラインツール:AI対応チャットボット
  • 本物そっくりのカスタマーケア:対話型AI
  • それは何か、なぜそんなに重要なのか?
  • プリペイドカスタマーケアにとって良いこととは?

第4章 プリペイドワイヤレスカスタマーケアのケーススタディ

  • ティア1キャリアの実体験のケーススタディ
    • 長期顧客がポストペイドからプリペイドへ切り替え
    • 以前はポストペイドだったプリペイド顧客が電話を解約
    • プリペイドワイヤレスカスタマーケアにおけるAIのケーススタディ

第5章 サマリー・提言

  • ポストペイドの前にカスタマーケアへAIを採用するためのプリペイド
  • Opexの大幅な削減
  • カスタマーサービスの劇的な改善
  • 全てのワイヤレスサービスカスタマーケアが最終的にはAI型に
目次

Overview:

Prepaid wireless has gained parity with postpaid in terms of plans, feature functionality, and even pricing. However, prepaid wireless customer care remains sub-par compared to postpaid service. In addition, prepaid service providers typically have their own customer care teams, even within host carriers (e.g. not just with MVNO providers), which can cause many issues including customer migration from postpaid to prepaid (or vice versa), plan differences, and phone related issues.

Based on our primary research into prepaid wireless service provider customer care, Mind Commerce believes that prepaid wireless service providers (and some post-paid service MVNOs) will be the likely first and best target service areas for AI based CRM. More specifically, carriers will look beyond AI based chatbots and other online CRM automation tools towards conversational AI, which will become very important for both cost reduction and customer satisfaction. This is because conversational AI will provide the best combination of human-like interaction, but with the full knowledge base of carrier service information. AI in prepaid wireless customer care will not be limited to conversational AI, however, as machine learning will also be a powerful tool to identify trends in customer care. This will allow carriers to proactively deal with potential customer concerns before they become systemic problems.

The downside from an employment perspective is that many low-level customer care personnel jobs will be eliminated. Wireless carriers are recommended to restructure and retrain personnel in preparation for implementing AI in CRM. Part of this preparation should involve elimination of wrote engagement such as scripts used by customer care in favor of reps becoming more intuitive and active listeners. Additional insights from our primary research along with recommendations are found in the report.

This report will enable the purchaser to have a better understanding of future customer care operations within the communications service provider (CSP) market segment. Buyers of this report will be able to identify how CSPs will simultaneously cut operational costs and improve end-user satisfaction via AI-based customer care. In addition, the buyer will gain a better understanding of how AI-enabled CRM will evolve and integrate with business operations within many industry verticals.

This Management Strategy Report is part of our Insight Series that identifies developing market trends and provides vision into the market impact of emerging and disintermediating technologies. This offering includes expert Q&A as well as one hour of interactive consultation to answer your pressing technology and/or business issues. Additional consulting, advisory services, and/or research customization are available upon request.

Key Findings:

  • Customer care at incumbent MNOs is highly bifurcated
  • AI will provide both cost reduction and customer satisfaction
  • Best tool for automated wireless customer care is conversational AI
  • Best tool for data analytics and customer-facing decisions is machine learning

Target Audience:

  • AI companies
  • Prepaid service providers
  • Mobile network operators
  • Wireless device manufacturers
  • Wireless infrastructure providers
  • Mobile Virtual Network Operators
  • Mobile application store companies
  • Prepaid service distributors and marketers
  • Application, content, and commerce providers

Table of Contents

1. Executive Summary

2. Prepaid Wireless Overview

  • 2.1. Prepaid vs. Postpaid
  • 2.2. Pricing, Features, and Plans
  • 2.3. Level of Customer Care

3. AI in Prepaid Customer Care

  • 3.1. Online Tool: AI enabled Chatbots
  • 3.2. Lifelike Customer Care: Conversational AI
  • 3.3. What is it and Why is it so Important?
  • 3.4. What will it do for Prepaid Customer Care?

4. Prepaid Wireless Customer Care Case Studies

  • 4.1. Case Studies of Actual Experience with Tier One Carrier
    • 4.1.1. Long Term Customer switches from Postpaid to Prepaid
      • 4.1.1.1. Dealing with Two Different Customer Care Teams
      • 4.1.1.2. What they Don't Tell you about Switching to Prepaid
    • 4.1.2. Previously Postpaid, Prepaid Customer Breaks Phone
      • 4.1.2.1. What they Don't Tell you about Bring Your Own Device
      • 4.1.2.2. Device Pitfalls: Aftermarket Cellular Phone Buyer Beware
    • 4.1.2.3. Case Study of AI in Prepaid Wireless Customer Care

5. Summary and Recommendations

  • 5.1. Prepaid to Adopt AI for Customer Care before Postpaid
  • 5.2. Substantial Reduction to Operational Expenses
  • 5.3. Dramatically Improved Customer Service
  • 5.4. All Wireless Service Customer Care to ultimately be AI Based
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