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CSPs are Using Differentiated Services to Target High-Value Customers

  • September 2014
  • -
  • Analysys Mason
  • -
  • 10 pages

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CSPs can gain improved service differentiation and reduce investment levels with software systems that specifically target high-value customers.
Communications service providers (CSPs) are increasingly targeting high-value customers by offering differentiated services and support in their networks. CSPs use policy, analytics, customer experience management (CEM), customer relationship management (CRM) and network planning systems in their efforts to offer these differentiated services. As a result, they can gain improved service differentiation and reduce investment levels with efforts to specifically target high-value customers.

We found that this issue came up in a range of our published research ranging from policy and charging to network planning and optimisation. This Comment outlines specific examples from five different reports, including the following.

PCCW-HKT targeted high-value customers that it identified through analytics and provided a differentiated customer experience.
An emerging market operator in Africa implemented differentiated quality of service (QoS) and targeted cell site improvements to serve identified high-value customers.
A Scandinavian mobile operator implemented systems that provided a higher quality of service for identified high-value customers.

The accompanying slides show examples and summarise the application of policy management and CEM systems to target high-value customers by providing differentiated classes of service and levels of investment. The Comment also analyses the trend and evolution of policy management use cases.

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