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Telecom Analytics: Customer experience program trends

When telecom operators reach out to their customers, they should provide personalized and proactive contact that is simple, convenient, quick, efficient, trustworthy and transparentall while being cool and fun. These are some of the points presented by Rob Rich, TM Forum’s managing director for insights research, during a webinar yesterday.

Rich highlighted that many of these attributes are imperatives for customer experience management programs going forward. As key capabilities, he also mentioned actionable intelligence, real time capabilities (e.g., selling, fulfillment, quality of experience monitoring/response, charging/cost management) and multi-channel integration.

During the webinar, a specialist commented that increasing customer satisfaction, reducing operating costs and growing revenues are among the top three drivers for the adoption of customer experience programs. Others mentioned differentiating from competitors and improving brand equity.

Among the top challenges for customer experience programs, Rich pointed to data integration, legacy system integration, cross-organization priorities, end-to-end control, critical skills availability, meeting cost/time goals and the functional fit of COTS (commercial off-the-shelf products). Rich also noted the critical success factors for customer experience programs: top management support, program governance/alignment, data management, critical skills availability and best practice guidelines.

Rich recommended that telecoms:

  • focus on the total customer experience
  • tailor programs to corporate strategy
  • gain top management support
  • remember that each customer is unique
  • manage customer data as a corporate asset
  • focus on program/change management
  • make room for emerging tools
  • take advantage of existing frameworks
  • consider a continuous improvement approach
  • manage for momentum

More news from the telecom analytics market:

WatchGuard Technologies announced a zero-install, public and private, cloud-ready network security visibility solution. Called WatchGuard Dimension, it aims to add big data visibility tools to network security.

Actian Corporation released the integration of ParAccel Big Data analytics platform to speed time to analytic value.

The technology company MongoDB, which provides database services for businesses, secured $150 million in financing from investors such as, Intel Capital and Sequoia Capital. MongoDB helps business clients store and process information in open-source databases.

Allot and Openet are partnering to provide fixed broadband and mobile policy management solutions for TELE Greenland. The companies said that the joint solution will enhance customer experience while generating new revenue opportunities.

The RCR Wireless News telecom analytics series provides weekly insights on trends, new products and other topics that touch on the advantages and  monetization opportunities of analytics tools for telecom operators, including big databusiness intelligencecustomer experience analysis and management, business analytics and network analytics.


Roberta Prescott
Roberta Prescott
Editor, [email protected] Roberta Prescott is responsible for Latin America reporting news and analysis, interviewing key stakeholders. Roberta has worked as an IT and telecommunication journalist since March 2005, when she started as a reporter with InformationWeek Brasil magazine and its website IT Web. In July 2006, Prescott was promoted to be the editor-in-chief, and, beyond the magazine and website, was in charge for all ICT products, such as IT events and CIO awards. In mid-2010, she was promoted to the position of executive editor, with responsibility for all the editorial products and content of IT Mídia. Prescott has worked as a journalist since 1998 and has three journalism prizes. In 2009, she won, along with InformationWeek Brasil team, the press prize 11th Prêmio Imprensa Embratel. In 2008, she won the 7th Unisys Journalism Prize and in 2006 was the editor-in-chief when InformationWeek Brasil won the 20th media award Prêmio Veículos de Comunicação. She graduated in Journalism by the Pontifícia Universidade Católica de Campinas, has done specialization in journalism at the Universidad de Navarra (Spain, 2003) and Master in Journalism at IICS – Universidad de Navarra (Brazil, 2010) and MBA – Executive Education at the Getulio Vargas Foundation.

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