Most telecom operators are missing an opportunity to integrate their multiple customer relationship channels in order to provide a better customer experience, according to Oracle (ORCL). “There is no much information being shared between multiple relationship channels,” said Alceu Bravo, communications industry director for Latin America at Oracle.
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Bravo noted that because customer relationship channels are isolated, carriers’ clients have a truncated experience. “There has been improvement, but still there’s a lot to be done,” he said. “The greatest challenge is to integrate all channels, but it requires a prior internal organization. Current customer relationship channels are isolated and they do not have a common database,” Bravo explained to RCR Wireless in a pre-Futurecom interview.
According to him, telecom operators in Brazil are still in the early stages of adopting these tools. However, as competition increases they will need to improve the customer experience. “”With the high penetration rate we have in Brazil, carriers need to do more than acquire new customers, they should work to build customer loyalty and monetize current subscribers,” Bravo noted.
Telecom is a very important vertical market for Oracle, along with the financial and retail sectors. Together they account for the largest share of the company’s revenues. To build a portfolio that meets the telecom industry’s demands, Oracle has acquired several specialized software firms over the past five years.
Futurecom is the largest Latin American telecom trade show and this year it is expected to promote debate on a number of topics, including mobile and fixed broadband, the launch of LTE networks, 3G network optimization, and M2M and MVNOs. Futurecom takes place in Rio de Janeiro October 8-11.
