As we wrap up January, it’s time to take one last look at what trends will define 2025 for CX leaders. TTEC’s CX Trends 2025 strategy guide details five game changers in the world of the customer experience. And there’s one that stands out for telecoms and tech companies looking to accelerate performance this year: Growing value within your customer base.
In an industry like telecom where average revenue per user (ARPU) and churn rate are critical KPIs, building customer value and engendering long-term loyalty help deliver compelling ROI this year and well into the future. When you have strong customer relationships built on satisfaction with products, services, and customer care, customers are more likely to grow their relationship with you.
In 2025 and beyond, telcos will become increasingly skilled at maximizing the value of every customer interaction. By leveraging their immense amount data and insights, companies will seamlessly integrate sales efforts across more touchpoints, optimize the effort required for each interaction, and gain a deeper understanding of individual customer value. This will enable businesses to identify and prioritize their most valuable customers with precision.
The traditional view of contact centers as mere cost centers will be redefined as forward-thinking companies discover innovative ways to drive value through customer interactions. As AI continues to evolve, these touchpoints will transform into powerful drivers of engagement, loyalty, and growth.
TTEC research found that 65% of customer service interactions have a sales opportunity attached, if customers are satisfied with their service experiences. A strong service-to-sales strategy can help you uncover where those opportunities are and what offers are most likely to resonate with which customers.
In 2025, service to sales will look very different than in the past. AI-enabled conversation and business intelligence will help customize individual customer interactions based on intent and likelihood to convert. Organizations will be able to pinpoint where and how to focus their attention with individual customers to drive sales.
Keep in mind that traditional care associates aren’t salespeople. Forcing them to sell without the proper sales training simply won’t work.
Case in point: Carrier boosts revenue by 400%
For example, we recently worked with a large telco handling customer calls for billing, tech support, loyalty programs, and general customer service. The company was looking to turn its cost center into a profit center by selling throughout care channels. Rather than pull everyone off the phones for deep training, TTEC’s RevGen team created a short-term action plan for associates to leverage tools and tips from its proven sales playbook. For phase two, TTEC sent individual sales value champions into the contact center for immersive coaching with cohorts of associates who had not yet closed sales.
Within weeks of implementing the playbook, sales performance started to increase. Within the first six months, the company increased phone gross adds by 280%, produced over 18,000 incremental sales each month, and increased revenue by 400% within its care channels. And with the help of the value champions, the company grew sales by another 42% within the next six months.
Get the trends for 2025 CX success
This shift toward value growth is just one of the CX trends poised to change the face of the industry. For a deeper dive into all five trends, review our new strategy guide, CX Trends 2025, to see which opportunities will be a good fit for your organization.
