Edition #29: The Top 7 Telco Projects Driving Success in a Cost-Conscious Era

Ask anyone in the telecoms industry and they’ll agree - spending has never been under as much scrutiny as it has in the last year. Our clients have told us even small daily expenses that nobody would have given a second thought to a few years ago, now require multiple levels of approvals.

When multi-million-dollar telecoms giants are worrying about expensing a few hundred dollars, it’s clear that the hammer has come down on spending.

Just because bank accounts are under lock and key doesn’t mean that the problems that telcos are experiencing have gone away. Many are still plagued by pain points that are, ironically, limiting their earning potential.

The key to thriving in this environment lies in choosing projects that deliver tangible results quickly.

In this edition of Telco Talk, we’re exploring the top ROI-driven initiatives to prioritize in the year ahead.

1. Redefine Convenience with Frictionless Payments

Why?

Payment processing is often overlooked as a priority project, but simplifying this critical step can significantly improve your conversion rates and customer satisfaction.

Frictionless payment solutions include digital wallets, one-click payments, and biometric authentication that remove barriers to purchase while enhancing security. If you don’t currently support Apple Pay, “Pay in 3” options like Klarna, or PayPal Credit, you may be behind the times.

Benefits

• Faster checkout times, particularly in retail stores and self-care apps.
• Higher adoption rates for new services, making add-ons and upgrades easier to accept.
• Reduced cart abandonment in online sales due to seamless payment options.

The ROI on frictionless payment systems is immediate, as even small improvements in conversion rates can translate into millions of dollars in additional revenue.Scoring

• Effort: 2/5
• Investment: 2/5
• Return: 4/5

2. Stop the Swivels: Move to a Single-Front-EndWhy?The days of using a dumb cash drawer as your POS are over! One of the most transformative projects in telco retail is adopting a unified, connected front-end system that integrates all channels and supporting systems into one interface. By eliminating the inefficiencies of “swivel-chair” operations, where employees juggle multiple disconnected systems, telcos can reduce costs while delivering a seamless experience that keeps customers coming back.ExampleI’ve personally seen many operators struggle to complete an end-to-end postpaid device sale in under 45 minutes due to unintegrated systems and swivels. In contrast, Maplewave’s integrated solutions enable postpaid transactions (with a device) in under 10 minutes, end-to-end. This includes consultation, system processing, contract set up and checking out the sale from a first payment / monthly sub perspective. That’s a huge time saving giving countless operational and customer experience benefits.Benefits

• Transaction times are reduced significantly.
• Simplified processes reduce the need for extensive staffing. You can cut head count with this project.
• The customer experience is significantly improved. Your customers will love you for it.

Scoring

• Effort: 3/5
• Investment: 3/5
• Return: 5/5 - can you get postpaid plus device system processing down to <2 minutes? We can! Ask us how.

3. Transform Your Self-Care App into a Sales ChannelWhy?Self-care apps have long been a staple of telecom customer service, but next-gen options will supercharge these apps and transform them into a robust sales platform.The best self-care apps will:

• Blend account management and product discovery into a unified experience.
• Use AI-driven insights to offer personalized recommendations at the perfect time.
• Sell for you, and reduce churn and inbound calls as a result, saving you millions!
• Incorporate chatbots capable of handling routine inquiries and guiding customers through purchases.

ExampleThere are a few examples gaining traction, but T-Mobile’s T-Life app is a shining example of what’s possible. It’s a multi-faceted ecosystem that transforms customer interactions into sales opportunities while helping users understand and optimize their plans.Benefits

• Saves costs by reducing churn and inbound customer service calls.
• Unlocks new revenue streams through upselling and cross-selling.
• Enhances customer satisfaction and engagement.

Scoring

• Effort: 4/5
• Investment: 3/5
• Return: 5/5 - but with AI power, this could be the very best investment you ever make.

4. Leverage AI-Powered PersonalizationWhy?Today’s customers expect tailored experiences, and AI makes it possible to deliver them at scale. Personalization has been shown to boost customer spending by 20%, making it one of the highest-ROI initiatives for telcos.Here’s how AI can drive personalization:

• Use dynamic pricing to adjust offers based on real-time customer behaviour and market conditions.
• Use predictive analytics to identify which customers are most likely to churn and proactively present retention offers.
• Optimize content to deliver the right message, at the right time, via the right channel.

Operators that leverage AI to create hyper-personalized customer journeys will see increased sales, higher customer satisfaction, and reduced churn rates.Benefits

• Significantly boosts customer spending (20%+).
• Improves customer retention through proactive engagement.
• Enhances marketing efficiency with personalized outreach.

Scoring

• Effort: 3/5
• Investment: 3/5
• Return: 4/5

5. Invest in Telco Sales Training To Build Better TeamsWhy?The pandemic caused a significant shakeup to retail stores and call centres, with a wave of experienced staff leaving the industry. Unfortunately, their replacements have not been consistently trained to meet the high standards required in today’s competitive market. The result? Poor customer experiences, missed sales opportunities, and lost revenue.Investing in comprehensive telecom sales training is not just a “nice-to-have” – it’s imperative! According to Accenture, every dollar spent on training yields a return of up to $4.53 in improved sales and customer retention.Benefits

• Faster sales closure and improved upselling and objection handling.
• Increases customer satisfaction through improved service.
• Reduces staff turnover due to greater employee confidence.

Telcos that prioritize training projects will see measurable improvements in efficiency, customer loyalty, and profitability.Scoring

• Effort: 2/5
• Investment: 2/5
• Return: 5/5 - simply the easiest and fastest return, often overlooked.

6. Monetize 5G By Turning Tech into RevenueWhy?With 5G networks now widely deployed, the focus shifts to monetizing this infrastructure. Telcos must go beyond voice and data and sell value-added services that maximize the potential of 5G.Key opportunities include cloud gaming, IoT solutions (think smart home devices, connected cars, and more), and immersive experiences like AR/VR.By developing partnerships and products that capitalize on 5G’s unique capabilities, telcos can unlock new revenue streams and differentiate themselves in a crowded market.Benefits

• Creates new revenue streams and market differentiation.
• Strengthens partnerships and product innovation.
• Increases consumer engagement with cutting-edge technology.

The GOLD, and the ROI driver is how to bring these products and services to market. How do you demo them to customers in retail stores? Proactively target intent using marketing technology and AI? Get call centres on the same page? These fine details are what will drive awareness and uptake.It’s not easy, but this excellence in execution is what sets the best operators apart from the also-rans.Scoring

• Effort: 4/5
• Investment: 4/5
• Return: 5/5

7. Use Sustainability as a Sales DriverWhy?Sustainability isn’t just good for the planet - it’s good for business. Customers are increasingly choosing brands that align with their values, and telcos can tap into this trend by investing in green initiatives.Examples include:

• Energy-efficient infrastructure that reduces the carbon footprint of data centres and retail stores.
• E-waste recycling programs for old device trade-ins.
• Paperless solutions to digitize contracts and receipts.
• Data Banks that give back to those less fortunate. Why should it only be Food Banks that do this? Telcos can do more here.

Benefits

• Reduces operational costs and enhances brand reputation.
• Appeals to eco-conscious consumers willing to pay a premium.
• Contributes to corporate social responsibility goals.

Not only do these projects reduce operational costs, but they also enhance brand reputation and customer loyalty. A PwC survey showed that 70% of consumers are willing to pay more for sustainable products and services, making this a high-ROI investment.Scoring

• Effort: 3/5
• Investment: 3/5
• Return: 4/5

Wrap UpThe telecom industry is at a crossroads, with enormous opportunities for telcos willing to embrace change. By focusing on these 7 ROI-driven projects, you can position yourself for success in this year and beyond.Now is the time to act! The future of telecom isn’t just about connecting people - it’s about creating seamless, personalized experiences that drive value for customers and businesses alike.Which of these initiatives will you prioritize this year?