Evolving your B2B voice service offer – building from a launch proposition
Launching services often follows a well-travelled path that requires an all or nothing commitment – which can add complexity and introduce significant delays. On the other hand, the software industry iterates and follows a more consistent trajectory. For B2B services, getting to market and then adding richness is much more practical and rewarding. Learn how Gintel can help you.
Service launches are often far more complicated than they should be
Telecoms service providers can often get into a bit of a bind when it comes to launching new service propositions. That’s because they often think about the totality of the product or service they wish to offer and insist on a complete proposition being available from launch. This can lead to all sorts of issues – from complex RFx processes to delays in getting to market.
On the other hand, we all know that the software industry has a preference for ‘minimum viable products’. Providers tend to release a baseline solution and build on it through time, adding functionality through regular release schedules. Telecoms service providers are seeking to emulate this agility, through the adoption of DevOps programmes, backed by new automation processes and platforms.
But we’re not there yet. However, it’s important to note that this isn’t a binary choice between a legacy approach and a newly agile mode of operations. It’s perfectly possible to launch a service and extend it through a planned series of steps that give you time to test propositions, build momentum and experience with the customer base.
Launch light, add known features, and unlock capabilities through time
Indeed, that’s an approach often followed by our customers. They may go to market with a light version of our complete solution and then choose to reveal more of the capabilities through time, creating a sense of engagement and relevance to customers. This also gives space to build around the service itself – providing smooth, digital-first onboarding, for example, or putting in place enhanced provisioning systems.
So, what might such an offer look like? Well, since one of the biggest communication challenges faced by SMEs, for example, is ensuring that all calls to their business are answered, then call management via switchboard functionality, backed by auto-attendant and IVR capabilities, as well as answer groups, is a great place to start. To make this really effective, the settings need to be linked to opening hours management and personal availability settings.
This can be enabled for all inbound calls, via simple integration to the network. Since it doesn’t need an application (although that can be helpful) and doesn’t need VoIP, it’s quite a simple proposition. Next, this can be augmented by the addition of company and departmental voicemails, as well as more complex integration to enable triggering for both in- and outbound traffic – again, leveraging the native network capabilities to deliver a more efficient experience.
Work with your partner to define the roadmap
Then, things can start to get interesting. The provider can introduce options that are tailored for their specific customer base – special answer groups, new dial plans – all of which can be delivered via customisation or detailed input into roadmaps.
In fact, not only can the provider benefit from a phased launch of capabilities based on an existing capability set, they can also benefit from a close relationship with the supplier, ensuring that the roadmap is aligned with the needs of their customers. Further differentiation can also be introduced to target particular customer segments. For example, launching packages specifically tailored to the needs of SoHo companies, as well as larger enterprises – based on combinations of supported features.
MVNOs are particularly well-placed to follow this path, as they can build out service capabilities without the more complex integration requirements that may be necessary for MNOs that have multiple generations of technology. However, that doesn’t mean MNOs can’t adopt the same principles or practices, particularly if they don’t have legacy solutions in service.
Gintel helps you get to market and provides solutions that grow with you
Gintel can help in all cases, delivering a solution set that evolves from launch, as well as handling complex migration and convergence projects to deliver a solution that provides a clear path for the activation of new features and innovations.
But what really matters is taking action – not by trying to deliver everything at once, but by choosing the steps you will take to get you where you really need to be. It’s an approach that’s been proven, time and time again. So, if you are thinking of launching or updating a B2B voice service proposition, why not talk to our team and see how we can help put you on the right track?