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The Customer experience management: evaluating effective operator strategies

  • May 2014
  • -
  • Analysys Mason
  • -
  • 23 pages

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Customer experience management (CEM) is a long-term strategy with the aim of transforming the business to be less network-centric and more customer-centric. This Viewpoint evaluates seven use case studies from operators worldwide and analyses the intended impact of CEM on customer retention and loyalty.

Customer experience management (CEM) is a long-term strategy with the aim of transforming the business to be less network-centric and more customer-centric.
Most communication service provider (CSP) activities are still focused on tactical issues such as churn prevention, fixing the basics, and co-ordinating actions between customer care, marketing and operations.
Islands of data and separate system silos prevent CSPs from moving beyond fixing the basic customer complaints.
CEM-focused projects will shift investments away from network management towards improving the customer experience.
Combining data sets in the network with service and customer contextual data yields improvements in customer satisfaction and strong financial results.
Customer loyalty requires a structural change that impacts organisational behaviour and a change in processes, which is enabled by software systems.
This Viewpoint evaluates seven case studies and the intended impact of CEM on customer retention and loyalty.

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