Telcos need to stop focusing on selling devices and start focusing on delivering connected digital experiences.

1. Copyright © 2016 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.
Answering the call for personalized
customer experiences:
Telcos need to step up or step out of retail

2. Copyright © 2016 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.
To grow retail revenue, telcos need to shift
their mindsets — and their selling models.
They need to stop focusing on selling
devices and accessories and start focusing
on delivering the connected digital
experiences that customers now demand.

3. Copyright © 2016 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.
Viewing the customer through
a current lens? Many telcos segment
their in-store customer base according to
traffic volume — not according to the
bottom-line contribution digitally connected
customers can potentially deliver.
In search of the elusive retail experience
There are several reasons telcos’ retail sales organizations tend to fall
short in personalizing the selling experience.

4. Copyright © 2016 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.
A new selling reality for the
in-store sales organization.
Today, 83% of consumers initiate the
purchasing process before they enter a store.
They conduct their research and evaluate
offers online, where a growing number of
digital and social connections could
influence their preferences and decisions.
In search of the elusive retail experience
There are several reasons telcos’ retail sales organizations tend to fall
short in personalizing the selling experience.

5. Copyright © 2016 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.
In search of the elusive retail experience
There are several reasons telcos’ retail sales organizations tend to fall
short in personalizing the selling experience.
Aligning incentive with today’s
sales strategy. Telcos looking to grow
their in-store revenue need to monetize
customer experiences. That’s a more complex
and nuanced process than selling products or
services. It requires different skills,
omni-channel experiences, and an
understanding of the potential value of
every customer interaction.

6. They offer engaging experiences,
which encourage more customer
spending. Half of telco customers
are willing to pay more for a
valuable experience.
Copyright © 2016 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.
From real estate to real experiences
Telcos that deliver connected digital experiences grow sales in
three fundamental ways.
1

7. They encourage customer loyalty —
and greater lifetime value. 80% of
customers are interested in
proposals for additional telco
products and services.
Copyright © 2016 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.
2
From real estate to real experiences
Telcos that deliver connected digital experiences grow sales in
three fundamental ways.

8. They also generate new sales by
increasing the likelihood that
satisfied customers will refer others.
Copyright © 2016 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.
3
From real estate to real experiences
Telcos that deliver connected digital experiences grow sales in
three fundamental ways.

9. Copyright © 2016 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.
To deliver digitally connected experiences, telcos first need to
establish digitally connected retail sales operations. That means
they need to do the following:
Make digital
personal
Link sales
incentives to value
Bridge sales and
service
Connect customer
insights

10. LEARN MORE
about how telcos can redefine their
retail strategies with our full report:
Copyright © 2016 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.
Answering the call for personalized
customer experiences:
Telcos need to step up or step out of retail