Why ISPs need to rethink now
In competition between Internet providers, price or bandwidth are no longer the only deciding factors. The decisive factor is how good a provider is at meeting its customers' expectations – and continuously develops them. This is exactly where the KANO model comes in: It provides a structured method to classify customer requirements and to strategically implement. For ISPs, it is clear that self-service is no longer a freestyle – but a central basic requirement.
The KANO model divides customer requirements into three main categories:
Self-evident features that are expected – such as a functioning Internet connection or a clear invoice. If they are missing, dissatisfaction immediately ensues.
Requirements where “more” is really “better” – such as a stable connection or fast troubleshooting.
Unexpected services or features that create a positive effect – without being explicitly requested. In the past, this included a self-service platform.
Users' expectations have changed. An optional comfort feature has become a fundamental standard:
Customers want to troubleshoot technical problems independently – fast, digital and anytime.
Long customer service queues are considered a clear negative feature. Intelligent self-service offers reduce unnecessary inquiries and can respond to the request for 24/7 customer service.
Automated help relieves support – particularly in the case of recurring questions or regional disturbances. This also improves the agent experience.
According to the KANO model, self-service has evolved from an enthusiasm feature to a basic requirement – an important strategic note for every Internet provider.
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Pure telephone support is no longer enough. If a functioning self-service solution is missing, a central customer expectation is not fulfilled – with measurable consequences:
Customer satisfaction is not a static value – it must be maintained and regularly scrutinized. If you want to achieve long-term commitment, you must not only meet expectations, but also anticipate them.
A well-thought-out self-service system...
Especially for Internet service providers whose services are essential in everyday life, a reliable and independently usable solution is crucial.
Customer requirements are evolving – and providers must keep pace. The former additional offer has become a central part of modern service quality. Anyone who does not offer self-service today is missing a central expectation and risks silent emigration.
Check regularly how your service offerings fit into the KANO model. Which features are the basic requirements – and which can specifically contribute to differentiation? Only provider that actively observe expectations remain relevant in the long term.
Here you can find out more about MyProvider.
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