How the telco can provide an excellent customer experience

How the telco can provide an excellent customer experience

Many telcos now see themselves as customer-centric businesses, but what does the customer actually experience in reality? This report looks at customer experience in the telecommunications vertical, what the term means from the telco’s perspective, the impact it has on telcos’ IT systems and how suppliers need to meet telcos’ expectations.

Table of contents

Key messages

Ovum view

Definition

What is “customer experience” and why is it important?
The business context

Where is the customer experience?

What are the problem areas?
The customer experience touch points

What are telcos doing?

Business initiatives
Customer-centric businesses

Technology initiatives

What needs to be done?
Which solution domains are affected?

Metrics and measurements

Quality over quantity

Impact on suppliers

Network equipment and software and IT services (SITS) providers
Devices

Recommendations

Directions for suppliers
Directions for telcos

Table of figures

Figure 1 The customer experience ecosystem
Figure 2 Potential points of interaction between the telco and customer
Table 1 European operator examples of customer-centric restructuring
Figure 3 BT’s customer architecture
Figure 4 The key to a great customer experience lies in multiple solution domains