【Capgemini】B2B脉搏-电信企业客户的六大期望-2025

The B2B Pulse: Top Six Expectations of Telecom's Business Customers

Core Content

This report outlines the six key expectations of business customers in the telecom industry, based on a survey of 1,000 organizations across 11 sectors and 13 countries, alongside 20 in-depth interviews with telecom and customer industry executives. The findings highlight the evolving role of telecom providers from traditional service providers to strategic partners, emphasizing the need for innovation, collaboration, and enhanced customer experience.

Main Points

1. Solution-Centricity

• Expectation: 67% of organizations expect telecom providers to offer the most effective solutions tailored to their specific needs.
• Challenge: There is a significant gap between the expectation and satisfaction levels for SLA compliance, network performance, and reliability (only ~33% are satisfied).
• Opportunity: 50% of organizations seek industry-tailored solutions, and over half are willing to pay a premium for customized services.
• Quote: "Sometimes, we need specific local services that are unique to a region, which we cannot get without escalation." — Anna Kopp, Microsoft

2. Simplification

• Expectation: 70% of organizations expect telecom providers to digitalize the buying and servicing experience.
• Challenge: 51% find the telecom buying process complex, and only 22% are satisfied with lead times.
• Opportunity: Automating the process can improve efficiency and customer satisfaction, especially for small organizations (54% want full automation).
• Quote: "Simplifying this process could significantly enhance customer satisfaction." — Alessandro Canzian, Vodafone

3. Collaboration

• Expectation: 62% of organizations expect telecom providers to bring industry expertise and integrate IT and system support.
• Challenge: The complexity of evolving tech ecosystems and the need for end-to-end solutions.
• Opportunity: Building an orchestrated ecosystem of partners can help telecom providers meet the demand for integrated, industry-focused solutions.
• Quote: "We aim to have one provider capable of managing all aspects, including PSTN and Teams support." — Gerhard Schauer, ZF

4. Innovation

• Expectation: Organizations are looking to invest in advanced connectivity solutions such as 5G, IoT, cloud, and analytics services.
• Challenge: The need for telecom providers to act as innovation partners and not just service providers.
• Opportunity: Telecom providers can become key drivers of innovation by leveraging emerging technologies like AI, edge computing, and hyperautomation.
• Quote: "Telecom service providers are becoming innovation partners, bundling services and solving complex problems." — Paul Daniels, Pentland Brands

5. Cybersecurity

• Expectation: Over 70% of organizations consider cybersecurity a top priority.
• Challenge: Despite this priority, satisfaction with cybersecurity offerings is low, indicating a need for more robust and transparent solutions.
• Opportunity: Telecom providers can offer advanced security services such as data protection and fraud prevention to meet this demand.

6. Customer Experience

• Expectation: Only 27% of organizations currently perceive their telecom providers as delivering exceptional customer experience (CX).
• Challenge: Low satisfaction with current CX levels, despite the high importance of CX in business operations.
• Opportunity: Improving CX through personalized interactions, reliable services, and omnichannel support can drive loyalty and satisfaction.
• Quote: "By aligning advanced technology with strategic business goals and simplifying the buying and servicing process, the industry can enable seamless adoption." — Aurelie Lesouéf, Capgemini Invent

Key Recommendations for the Telecom Sector

• Reimagine the Portfolio and Sales Approach: Shift to a solution-first model with flexible pricing and AI-driven insights.
• Focus on Industry-Specific Offerings: Develop vertical-specific solutions to meet unique demands and maintain competitiveness.
• Embrace Ecosystem Partnerships: Build alliances, open platforms, and co-innovation strategies to enhance sectoral integration.
• Keep CX at the Heart: Deliver seamless, personalized, and reliable services to improve satisfaction and loyalty.
• Embed Advanced Technologies: Leverage edge computing, 5G, AI, and hyperautomation to provide scalable, time-critical solutions.
• Prioritize Operational Excellence: Automate processes, use data-driven decision-making, and upskill the workforce.
• Build Resilience and Sustainability: Strengthen cybersecurity, adopt green technologies, and develop robust crisis management strategies.

Conclusion

The telecom sector has the opportunity to evolve from a service provider to a strategic partner by aligning with the changing needs of business customers. The report emphasizes the importance of solution-centricity, simplification, collaboration, innovation, cybersecurity, and customer experience as the top six expectations. By adopting these recommendations, telecom providers can better meet customer demands and drive long-term business value.