Take responsibility end-to-end

Joseph Waring
15 Apr 2011
00:00

CEM and BI

Telecom Asia-Stratecast Survey Respondent ProfileCustomer-care departments are the dominant leaders, heading 27% of CEM programs, while sales and marketing and product management both came in at No. 2 (15%).

Whitelock believes that as customer lifestyle changing services become more prevalent and as customer service assurance (CSA) business strategies work through all parts of an organization with the help of near real-time data analytics, the need for CSA data will become much more equalized between all work teams.   

Asked what specific areas in their organization need help to improve the customer experience, 42% of those surveyed said service quality management. Customer care/self-care was a far second with 22%, billing third (14.5%), external supplier/partner management (12%) and order management fourth (10%).

Whitelock said that successful service providers over the next five years will be those that can deliver new services with customer personalization functions. They must also be able to make changes and create new services in minutes and hours, not days or weeks.'

This year's survey found that 59% of those polled said have data analytics and BI software in operation or plan to in the next six months. Another 30% said they were investigating options while 12% have no plans to implement a BI/data analytics solution.
Sales and marketing departments were again the dominant user of this capability (41% compared to 48% last year). While customer care and product management both remained at last year's level (12% each), IT jumped to 13.5% from just 7% in 2010. The executive office and networking also remained unchanged, with 8% or less using this capability.  

Subscriber data management, which involves linking common customer data from multiple sources, is receiving attention at the majority of operators surveyed, with 57% saying that initiatives are underway to address the issue. About a quarter indicated that work on such initiatives was completed while 17% said it wasn's a priority.

'Let us not forget that getting the customer experience right isn's easy or cheap. Going customer satisfaction well is expensive,' said Lois Kraus, an executive director at AT&T. 'At a billing conference in Bangkok last month she said that billing and revenue assurance are key to the success of strategy on the data side, because you can's sell it unless you can bill for it.'

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