Best Practice Report

Telco/MSO Portals Fail To Satisfy Consumers

Telcos And MSOs Must Fix Basic Design Flaws To Drive Usage

February 16th, 2007
ML
Maribel Lopez
With contributors:
Bruce Temkin , Emily Van Metre , Robert Muhlhausen

Summary

Telcos, ISPs, and cablecos have launched sales, account management, and content portals on their consumer-facing Web sites. Their goals: more revenue, lower costs, and increasing differentiation for broadband services. But operators won't see these benefits until they fix a number of usability problems on their sites. To fix longer-term issues, firms need deeper customer insights built from Web analytics and ethnographic research. As they improve the Web experience, companies should also keep an eye on cross-channel experiences.

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