Why operators need CEM, customer intelligence and analytics
Published: June 2012
Communications service providers are beginning to recognize that the lack of an integrated view of their customer data is a major drawback and that they need to invest in data management, business intelligence and analytics.
Kris Szaniawski, Principal Analyst, Networks, Informa Telecoms & Media
Informa Telecoms & Media’s new report on Customer Experience Management focuses on CEM analytics and the need to harness data from a wide variety of sources in order to achieve an integrated view of the customer and deliver additional value.
Measuring and managing the end-user experience has become of key importance to operators as they struggle to correlate real-time data and KPIs with actual customer experience. Furthermore, communications service providers (CSPs) are failing to make adequate use of their own extensive data sources to support business decisions and are lagging behind other sectors and Internet company competitors such as Amazon and Google in their use of customer-centric information.
This report looks at what CSPs can do to make better use of their existing data sources as well as to create an integrated view of the customer.
A broad array of vendors are seeking to position themselves in the CEM field, including: major IT companies, such as IBM and HP; network equipment providers, such as NSN, Ericsson and Alcatel-Lucent: and major OSS/BSS players and niche vendors.
To win over CSPs, vendors are seeking to build simple, easy-to-use dashboards and empower CSP employees with relevant and real-time insights into consumer behavior that can be translated into action. The report also looks at the benefits of the CEM-labeled solutions increasingly coming onto the market.
New report format:
New Report format - designed for sharing - This research is available from our online store either as a hardcopy report or electronic format, featuring a PDF file, designed to provide you with business critical intelligence which is easy to share with your colleagues.