How to survive in an all-data world

Ashvin Vellody/KPMG India
15 Apr 2013
00:00
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Connectivity has exploded with 13 billion application downloads and still counting. While ubiquitous connectivity and myriads of end-user devices are the consumer's and service provider's dream, they raise a whole new set of challenges.

First among these is confused customer experience management. Other issues that add to a poor experience include a lack of expertise in hosted operations, patchy coverage areas, inadequate IP infrastructure and obsolescence in device technology.

Here are KPMG's tips on how to best tackle CEM in this dynamic environment.

Make customer convergence the driver of IT. At the network layer, most operators have made substantial progress in converting older architectures into a more seamless customer driven architecture. However, deep fragmentation exists as they move up the stack from the network, to the OSS, the BSS and finally customer experience management layer.

In these areas, there is a need for a shift in focus from technology convergence to convergence based on the needs of the customer. One recommendation is to use existing IT projects to add on the customer convergence initiative and execute it according to a larger master plan.

Retrain front-end service staff. In the wake of rapid adoption of device- and data-driven plans, customer expectations of what they require from front-end sales and service is changing rapidly. Thus, contact center architectures should be designed keeping in mind the different customer needs in understanding tiered price plans, device complexities and billing challenges.

Leading organizations are adopting a mix of skill and location-based staff along with a Center-of-excellence-based approach to serve customers better.

Numerous studies have highlighted that front-end staff plays a crucial role in shaping customer perception about a brand during the "buy" and "use" process.

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