& cplSiteName &

Time for a New Experience

Ray Le Maistre
10/21/2011
50%
50%

The buzz has been building around Customer Experience Management (CEM) for several years now as many operators in mature markets, along with some in fast-growing markets such as India, look for ways to differentiate beyond tariffs and bundles in their efforts to hold on to valued subscribers. (See SPIT Week Focus: Customer Experience Management and India Needs Radical Rethink.)

As Heavy Reading analyst Caroline Chappell notes in her recently published Service Provider Information Technology (SPIT) Insider report, Customer Experience Management Still Needs to Bridge the Chasm, "the ability to capture and understand the events that can affect the customer experience in time to be able to influence and optimize that experience is a major source of differentiation for telcos."

She adds:

    At this stage of the market, operators face the challenge of implementing the right, future-proof CEM solution. It is no longer sufficient for a telco to collect silos of customer experience-related data in customer relationship management (CRM) systems or fault management systems and to ship them off to data warehouses where they are analyzed -- in isolation -- days or weeks after the event. They need solutions that will collect the comprehensive set of data about the customer experience in near-real time from a wide range of sources across their organization, correlate and analyze this data as rapidly as possible and disseminate the resulting intelligence to the multiple stakeholders in charge of the relevant business processes, who can act on it.


But it isn't just a case of deciding which SPIT tools need to be added to the back office and customer care centers. As Chappell notes, "for CEM to succeed, operators need to overcome the political barriers to such a solution. CEM ought to be the ultimate unifying initiative that spans the business/IT/network chasm that exists in most telcos. Yet telcos report that network functions are unwilling to share sources of customer experience data with other organizational domains, and vice versa." (See Turf Wars Threaten Telco CEM Initiatives.)

In essence, "many telcos lack a joined-up view of their customers across networks, processes and lines of business, so an end-to-end view of each customer's experience with their organization is beyond them. CEM is often being tackled piecemeal by individual telco functions, which reduces its effectiveness and can cause duplication of instrumentation, analytics engines and dashboards in an organization," writes the analyst.

As well as engaging with key CEM technology suppliers, then, service providers need to look at the way they are organized and their internal cultures. In particular, they need to start bringing their network and IT teams closer together to enable that "joined-up view" referenced by Chappell.

That process of bringing networks and IT together is something Light Reading calls Bridging the Chasm. (See Bridging the Chasm: A Manifesto and The Top 20 Bridge Builders.)

That particular cultural shift and the deployment of new CEM tools still only scratches the surface of what service providers need to address, though. Automation, long the goal of many OSS and BSS managers within telcos, is key to providing the right people with the right information at the right time. "Those telcos that are successfully addressing CEM increasingly want to cut the manual element out of the feedback loop between CEM systems that create intelligence and the management processes/systems that control, respond to and optimize the customer experience," notes Chappell.

So what do service providers need to know to develop their CEM strategy? Here are some key points and issues to consider from Chappell's report.

  • CEM is still a nebulous and misunderstood concept -- it is not just real-time CRM. It is arguably larger in scope than CRM, not a subset. CEM is all about building an emotionally weighted relationship with each customer and is as much about managing services, and the infrastructure they run on, as it is about managing CRM-related customer touchpoints.

  • From a technical perspective, CEM is about collecting the complete set of near real-time event data that has an impact on the customer experience; correlating and analyzing this data, including matching it with historical data about individual customers, such as their historical experience of the telco, their predicted lifetime value and their known needs and desires; and using this combined intelligence to take appropriate management actions.

  • The key challenges telcos face in implementing a successful CEM strategy are: dealing with internal political issues; dealing with the fragmentation and volume of data being gathered and processed; implementing greater real-time automation of processes; and identifying and communicating the CEM strategy that best suits an individual telco (CEM is not a "one-size-fits-all" scenario).

  • The shift to CEM will have a profound impact on the OSS/BSS stack, particularly the service assurance function.

  • Amdocs Ltd. (NYSE: DOX) looks set to take CEM to the next stage with its AIDA (Amdocs Intelligent Decision Automation) engine.

  • Among the major telecom systems suppliers, Nokia Networks stands out as having a well thought out and articulated proposition, though it could face challenges from Alcatel-Lucent (NYSE: ALU) (with its Motive platform) and Ericsson AB (Nasdaq: ERIC) (once it closes its acquisition of Telcordia Technologies Inc. ). (See NSN Gives Facebook a New Status, Ericsson to Buy Telcordia, Ericsson + Telcordia: What the Analysts Say and Motive Touts Device Milestone.

    CEM vendors of note, as profiled in Chappell's report, are (in alphabetical order):

    — Ray Le Maistre, International Managing Editor, Light Reading

    (1)  | 
    Comment  | 
    Print  | 
  • Newest First  |  Oldest First  |  Threaded View        ADD A COMMENT
    jagadishbs
    50%
    50%
    jagadishbs,
    User Rank: Light Beer
    12/5/2012 | 4:50:22 PM
    re: Time for a New Experience


    Realizing the CEM benefits is more about proper Data governance and a data management strategy and it requires a lot of commitment to the programme.Are Service Providers ready to bite the bullet?

    From The Founder
    Cisco's Conrad Clemson, recently promoted to head up the company's Service Provider Apps & Platforms developments, talks to Light Reading's Founder and CEO Steve Saunders about how he's bringing cloud video, mobile and virtualization together to empower network operators.
    Flash Poll
    Live Streaming Video
    Charting the CSP's Future
    Six different communications service providers join to debate their visions of the future CSP, following a landmark presentation from AT&T on its massive virtualization efforts and a look back on where the telecom industry has been and where it's going from two industry veterans.
    LRTV Interviews
    Heavy Reading: The Web-Scale View

    1|18|17   |     |   (0) comments


    At Light Reading's 2020 Vision Executive Summit in Rome, Heavy Reading's former chief analyst Patrick Donegan shared insight from the recent web-scale operators report, which featured research on how web-scale operators view the market, the best web-scale companies to ...
    LRTV Custom TV
    Cisco's Cloud Scale Networking: Automation, Virtualization & Simplification

    1|18|17   |     |   (0) comments


    Cisco's Sanjeev Mervana outlines the latest innovations in networking technology at CES 2017 in Las Vegas.
    LRTV Custom TV
    ADVA Talks Innovation & the Future of Networking

    1|17|17   |     |   (0) comments


    Ray Le Maistre and Christoph Glingener, CTO of ADVA Optical Networking, discuss the current state of the industry, cooperation and collaboration, open innovation and the future of networking.
    LRTV Custom TV
    Cisco's Infinite Video Platform

    1|17|17   |     |   (0) comments


    Cisco's Infinite Video Platform allows service providers to deliver broadcast-quality video over IP networks. Infinite video supports many devices, from 4K TVs to tablets to game consoles. Join Cisco's Rajeev Raman for a brief tour and live demo.
    LRTV Interviews
    Masergy: Ability to Adapt Key for NFV

    1|16|17   |   6:40   |   (0) comments


    Speaking at Light Reading's 2020 Vision in Rome, Masergy's VP, Global Technology, Ray Watson, said agility is key to providing the mix and match NFV-based services that are driving business for the managed service provider today.
    LRTV Interviews
    Equinix: The Data Explosion

    1|13|17   |   4:16   |   (0) comments


    At Light Reading's 2020 Vision in Rome, Eric Schwartz, president of EMEA, Equinix, talked about how Equinix is helping its customers manage the influx of data today, and how it's preparing for a future filled with millions of connected IoT devices.
    LRTV Interviews
    Heavy Reading: The Changing Data Center Landscape

    1|12|17   |   6:05   |   (1) comment


    At Light Reading's 2020 Vision event in Rome, Heavy Reading's Senior Analyst Roz Roseboro talks about how virtualization is impacting data center evolution and how that evolution is affecting the relationship between service providers, data center operators and public cloud providers.
    LRTV Interviews
    Boingo: Prepping for Millions of Devices

    1|12|17   |   5:07   |   (2) comments


    At Light Reading's 2020 Vision in Rome, Boingo's CTO Derek Peterson discusses how wireless operators will address the needs of low-bandwidth and high-bandwidth apps at the same time, the need for more MHz, the impact of IoT and more.
    LRTV Interviews
    Comcast Shows Off Gig Gateway at CES

    1|11|17   |     |   (1) comment


    With its largest presence at CES in years, Comcast took the wraps off its long-awaited gigabit gateway and a new platform for managing the home WiFi network. Light Reading Senior Editor Mari Silbey sat down with EVP Chris Satchell to discuss the latest Comcast advance, and met with VP of Product Strategy and Development Andrea Peiro to walk through a demo of the ...
    LRTV Interviews
    Colt: End-to-End Key for 2017

    1|10|17   |   6:21   |   (0) comments


    At Light Reading's 2020 Vision Executive Summit in Rome, Nico Fischbach of Colt said having a multi-carrier, end-to-end service proposition is going to be key for 2017 -- and SD-WAN is instrumental in making it happen.
    From the Founder
    Cisco's Clemson on Mobile Cloud Video

    1|9|17   |     |   (2) comments


    Cisco's Conrad Clemson, recently promoted to head up the company's Service Provider Apps & Platforms developments, talks to Light Reading's Founder and CEO Steve Saunders about how he's bringing cloud video, mobile and virtualization together to empower network operators. "If you think about where we're going… whether it's a mobile application, or a video ...
    LRTV Custom TV
    VMware Telco NFV Solutions – Preparing for 5G & IOT

    1|9|17   |     |   (0) comments


    Shekar Ayyar, EVP & Corporate Strategy/General Manager of Telco for VMware, discusses VMware's Telco NFV solutions role and foundation for the Imminent Arrival of 5G & IOT.
    Upcoming Live Events
    March 21-22, 2017, The Curtis Hotel, Denver, CO
    May 15-17, 2017, Austin Convention Center, Austin, TX
    All Upcoming Live Events
    Infographics
    Hot Topics
    A Women in Comms Glossary
    Sarah Thomas, Director, Women in Comms, 1/18/2017
    Is Cable One Beefing Up for Slaughter?
    Alan Breznick, Cable/Video Practice Leader, Light Reading, 1/20/2017
    Google Security Lessons for IT
    Curtis Franklin, Security Editor, 1/18/2017
    Nokia CTO: 2017 Is the Year 5G Gets in the Field
    Dan Jones, Mobile Editor, 1/19/2017
    TV's Paradox: No HDR Without 4K
    Mari Silbey, Senior Editor, Cable/Video, 1/17/2017
    Like Us on Facebook
    Twitter Feed
    BETWEEN THE CEOs - Executive Interviews
    Light Reading founder and CEO Steve Saunders chats with Sportlogiq CEO Craig Buntin about sports data analysis.
    Eyal Waldman, CEO of Mellanox Technologies, speaks to Steve Saunders, CEO of Light Reading, for an exclusive interview about the 100 GB cable challenge, cybersecurity and much more.
    Animals with Phones
    Live Digital Audio

    Playing it safe can only get you so far. Sometimes the biggest bets have the biggest payouts, and that is true in your career as well. For this radio show, Caroline Chan, general manager of the 5G Infrastructure Division of the Network Platform Group at Intel, will share her own personal story of how she successfully took big bets to build a successful career, as well as offer advice on how you can do the same. We’ll cover everything from how to overcome fear and manage risk, how to be prepared for where technology is going in the future and how to structure your career in a way to ensure you keep progressing. Chan, a seasoned telecom veteran and effective risk taker herself, will also leave plenty of time to answer all your questions live on the air.