SummitX 2024: Insights From The Future of Telecom Retail Panel Discussion

At SummitX 2024, one of the most anticipated keynote presentations was The Future of Telecom Retail panel discussion, which saw four industry leaders discussing current issues in the sector.

The panel was made up of: Jason Ellis of 3Park consultancy and accessory company Matter Brands; Jen Gilman, Director of Sales Operations at Cox Communications; Jake Miller, Chief Operating Officer at BeMobile; and Chris Smith, Vice President of Channel Sales and Experience at TELUS. The discussion was moderated by Meridith Barnes, Vice President of Client Experience at iQmetrix.

So, what did these expert panelists have to say in answer to Meridith’s eight burning questions? Here’s a summarized recap.

How do you envision mobile technology transforming the in-store experience and customer engagement strategies for telecom retailers in the next three to five years?

“[At Cox Communications,] we’re focused on implementing RQ Mobile,” Jen Gilman said. ​“It’s important to us to get the sales associates out from behind the podium. Customers don’t want to be sold. They want to feel you’re a trusted partner. So being able to sit down at a table and have a conversation with them and have a connected experience is really important.”

Chris Smith took a different angle. ​“As a carrier, we have a lot of data about where our customer is and what they’re engaging in [at any given moment], so we can leverage that to create targeted messages based on geofencing. That gives us the opportunity to send unique messages based on the context of where the customer is right now.”

Jake Miller said that BeMobile is leaning into technology that creates speed, convenience, and customization. ​“That’s where everything is pushing right now.” 

Jason Ellis added, ​“There’s also an opportunity for us to figure out how we can make it more convenient on the time management side for the customer.” 

What key advancements in AI do you foresee shaping the telecommunications industry over the next few years, and how do you believe these changes will impact customer experience and operational efficiency in the retail space?

Smith said, ​“One key area is the ability of AI to ingest vast amounts of customer data and history that it can then process and spit out personalized recommendations or ​‘the next best question’ for associates to engage the customer fully, as opposed to the ​‘do you want fries with that’ default mentality. This is a great use of the technology to uncover customer needs, based on information that the sales rep can’t possibility know.”

“We’ve seen a huge improvement in digital retail channels in the past 18 months due to AI,” said Miller. ​“Previously, brick and mortar stores were better in some areas, but the major US carrier websites are catching up, so it’s important to be aware of that competition to physical retail and adapt your processes and free up human capacity.”

“One major area of improvement where AI can help is in staffing,” Gilman said, ​“and making sure your workforce is optimized. Also in inventory management and demand forecasting, and spotting areas of fraud and theft to make sure we’re not losing assets.” 

Ellis added, ​“There is also an opportunity in how we’re telling stories in the stores. It’s too hard for one person to share all those messages, but with AI avatars, for example, we can share those messages and make the retail store more fun than online channels.”

How do you envision the role of brick-and-mortar retail in the telecommunications industry evolving in the next few years, especially with the rise of digital engagement and online shopping?

Miller said, ​“Wireless purchases are still complex, especially with everything devices can do, and customers want an expert to help. The need will always be there, so we just have to make sure they want to walk in the door.”

Smith added, ​“From a carrier perspective, we need to evolve the business model to be an enabler of the retail channel rather than a competitor with online-only deals. Otherwise we’re creating barriers, and we’re not optimizing for the customer who wants a hybrid purchasing process.”

“There’s an opportunity for retail stores to do more,” said Ellis. ​“We can envision a retail store with different services inside it, such as repair, the way Apple does. We have to ask what the customer wants.”

What role do you believe fraud detection will play in the telecommunications retail sector in the coming years, and how can effective strategies enhance customer trust and operational integrity?

“Fraud is going to be a bigger and bigger threat, especially with the rise of AI,” said Miller. ​“We process so much personal information on our devices, such as private photos, credit card information, and mobile banking. One local mistake can give someone access to a person’s entire life on those devices. We have to embrace the responsibility to protect our customers.”

Smith said, ​“The escalating cost of devices can make a telco retail location more valuable than a jewelry store or even a small bank. The value of inventory in-store is highly targeted by thieves and gangs, and then there’s all the data, which is of global interest. It’s whack-a-mole for carriers, running as fast as we can to keep up with all the intrusion and threats.”

Gilman added, ​“We’re seeing AI being used to create human voices, to use your Facebook videos, we’re seeing bots trying to get promotional credits and creating fake accounts. As this increases, data authentication becomes increasingly important.”

“Too much sales pressure can also cause bad actors among sales staff,” Ellis said. ​“There are things we can do to ensure that associates aren’t incentivized to create fraudulent sales activity.”

In what ways do you anticipate the carrier landscape will evolve or remain the same over the next five years, particularly in terms of customer engagement, service offerings, and competitive strategies?

“For us at TELUS, the days of selling a single wireless service to a customer is increasingly difficult,” Smith said. ​“Our focus is on selling both a mobile and a home solution, those multi-product sales where the churn rates drop dramatically. The obvious bundles such as TV streaming, mobile, and home phone have been around for years, but it’s starting to extend beyond that to things like healthcare, home security, and home automation. As you layer products on, you become more entangled with the customer. It requires more work to stay engaged with the customer, but the benefits are huge.”

Gilman said, ​“One of the opportunities we’re working on at Cox is our business solutions — being able to offer IoT, multi-dwelling solutions, cloud solutions, and so on.”

Ellis added, ​“With specialized offerings coming from successful MVNOs such as Mint Mobile, I’d expect further segmentation in the carrier space in future years.” 

What strategies do you believe are most effective for attracting, retaining, and reskilling talent in the telecom retail sector, particularly in light of the skills gap?

“There’s so much opportunity for young people in wireless retail to make good money,” Miller said, ​“and Gen Z are the first generation in a while where college applications are declining and many want to go into trades. So, we need to figure out how tell the right story to attract those money-oriented, career-minded people.”

Gilman said, ​“Frontline reps have such a hard job. They never know what is going to walk in the door. So, just recognizing them for hitting their targets, recognizing their efforts, is extremely important. We also need to diversify our learning and training strategies so they are customized to how the rep best responds to information.”

Ellis observed, ​“Given the consolidation and acquisition in the sector, a lot of it is based around the quality of the stores and the in-store experience — how the sales reps greet the customer, how well-trained they are. Any retailer should be spending a lot of time on this.”

Given the trend of eSIM kiosks emerging in Europe, where do you see the market for eSIMs heading in the U.S., and what challenges or opportunities do you anticipate in this transition?

“The increasing adoption of eSIM will reinforce the need for a focus on customer experience,” Smith said. ​“The removal of the barrier of switching exposes carriers and retailers who don’t take the customer experience seriously. But if you’re investing and focusing on customer experience, you shouldn’t have any fear of eSIM. You should be running towards it, because it’s an opportunity to acquire customers who are only hanging around with their current carrier because they felt trapped.”

Miller said, ​“It’s faster and easier, and it puts everyone on a level playing field. So if we can lean into it, that’s what we’ll be looking at.”

What specific sustainability initiatives do you foresee being implemented in the telecommunications retail sector over the next three to five years, and how do you think these efforts will impact customer engagement and brand loyalty?

Smith pointed out one example in that TELUS has acquired Mobile Klinik, a multi-location repair brand that is now part of the TELUS family. ​“The sustainability element is important here because the circular device economy we’re creating is a great opportunity to keep devices out of landfill. A customer can get a device that has been refurbished, which also gives them better pricing options.”

Ellis said, ​“Today’s consumers expect sustainability at the core of the products they’re purchasing, and we see all the major OEMs, carriers, and retailers with set sustainability goals. I agree the circular device economy is evolving and that it reduces cost barriers. Devices will become less of a status symbol in the next few years, and owning a certified pre-owned device will be no big deal.”

Gilman agreed, ​“What we’re seeing with younger generations is that this is deeply important to them. We see second-hand clothing websites exploding in popularity, as there’s no stigma to owning second-hand anymore. We can do the same with devices.”

Ellis added that companies with strong sustainability initiatives will also attract more employees among younger generations, as their values will align. 

Want to watch the full panel discussion video recording? See below.