Telenor Readies Services to Offer Customer Experiences in Swift-Changing Market
In a fast-moving world, Telenor Hungary is working on offering personalized services to its customers while keeping a finger on the pulse of big data to ensure that they understand their clients’ needs. The Budapest Business Journal talks to Mohamed ElSayad, chief commercial officer at Telenor Hungary.
A few years ago, technology such as artificial intelligence (AI), the internet of things (IoT), and big data would have been considered futuristic; today, they are a reality to which telecommunications service providers must accommodate their ecosystems.
“In terms of growth, the market had been very stable until some huge market acquisitions, which have been favorable for Telenor Hungary,” Mohamed ElSayad, CCO at Telenor Hungary, tells the BBJ. “In the past few months, Telenor has been growing significantly.”
He believes this growth helps Telenor operate in a way that gives the company every possibility to offer a good customer experience through all its touchpoints, as well as the modernization of its network.
In the context of rapid technological development, this is being boosted by the gradual introduction of 5G connectivity. Hungary’s three main operators have been moving slowly up the chain to machine-to-machine (M2M) communications in the past few years.
“We want to take a bigger stake by investing in IoT services,” ElSayad says. “We have done some pilots in the agricultural sector where we see that is the biggest business area for commercial IoT. We have done some with an agricultural firm and a meat producer, tracking animals to maximize production,” he adds.
Nowadays, customers pay little attention to the nitty-gritty of tech development. They simply want to be connected without interruption.
“A decade ago, we started a discussion on why people should go online. Then it evolved into how to go online. Today, we think that being online is an inalienable right, like clean air or freshwater. It is essential. The type of connectivity is not important anymore. Being connected is what matters,” ElSayad says.
Although Telenor is primarily a mobile operator, the company is working hard on getting into homes. Whatever type of connectivity people have, they will use it, whether fixed line or 5G. Convenience, speed, reliability, and availability are the most important factors for residential and business users alike.
“At Telenor, we are looking at how we can serve our customers in a way that they do not have to worry about knowing if it is a mobile or fixed connectivity they are using,” ElSayad says.
The commercial chief adds that the most important thing is to understand user behavior. Telenor claims that it understands its customers best, utilizing its access to big data. Most of the firm’s investments go beyond network development into data development. This allows it to understand possible failures and anticipate customer behavior in order to prepare the company for a better tariff or a better service.
“We use a lot of data to anticipate trends and changes, but we also have a lot of dialogue with our customers to ensure that we clearly understand their real needs,” ElSayad explains.
This article was first published in the Budapest Business Journal print issue of June 18, 2021.
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