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Please contact:
Jeff Claudino
Director of Sales, Insider Research Services
619-229-9940
or via email at:
claudino@lightreading.com |
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| A TELECOMMUNICATIONS RESEARCH SERVICE |
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| A CABLE/MSO SECTOR RESEARCH SERVICE |
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| A SILICON & SUBSYSTEM RESEARCH SERVICE |
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| A BUSINESS-CLASS VOICE APPLICATIONS RESEARCH SERVICE |
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| A WIRELESS INFRASTRUCTURE RESEARCH SERVICE |
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| REAL WORLD RESEARCH |
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| Beyond CRM: Customer Experience Management |
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Telcos in mature markets are looking for the next big thing to differentiate themselves from their competitors. When every operator has similar networks and services, they can only separate themselves from the pack based on how well they can manage their networks and services – especially if excellent management translates into a superior experience for their customers.
In some cases, a superior experience may be overkill: It may be beneficial for the operator to simply offer a "good enough" experience. The company that manages smarter can be more efficient, more proactive, and ultimately more innovative than its competitors. The operator that intelligently manages its customers' experiences can better anticipate their requirements, improve responsiveness, provide a more personalized level of service, and reap the benefits in terms of lower operational costs, increased customer loyalty, and higher profitability. These are the goals of customer experience management (CEM), which is set to become a big telco buzzword in 2010.
CEM is moving to the front of operators' minds in developed markets where churn is costly, revenues are flattening, and new technologies and services are having a serious impact on network capacity. The quality of the customer experience is seen as key to customer loyalty and willingness to buy additional services; it will also be a critical consideration for third-party partners using telcos as a channel to market for their services. In mature markets where most operators have similar networks and services, CEM is also an area of potential competitive differentiation.
An important category of CEM systems is emerging that could provide the "glue" within a CEM ecosystem. These systems collect and correlate raw data about the customer experience from multiple systems and the network – including the rich, valuable, and very large amounts of telco event data that is often not captured or analyzed by any other system. This report calls these customer intelligence (CI) systems.
CI systems process this data using analytical models that build pictures of customers' individual experiences as they use an operator's services. A CI system can display this information, or use it to inform other systems in the CEM ecosystem, so that the operator can manage (anticipate, control, respond to, optimize) the customer experience within an appropriate timescale, from microseconds to months.
Service providers need to understand the contribution a CI system can make to CEM. They will also need to assess the benefits of a standalone CI system versus built-in CI-driven processes, on which some suite vendors are already working. Vendors urgently need to clarify their market position with regard to CEM and review their ability to provide and/or use CI.
Beyond CRM: Customer Experience Management explores the market for CEM and CI tools, explaining how service providers can leverage these emerging products to improve the customer experience and their bottom line. The report also examines a range of products in this market and profiles 13 leading vendors, analyzing their technical approaches and market positioning.
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| Sample research data from the report is shown in the excerpts below: |
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 Table of Contents (ssi0210toc.pdf) |
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| Managing the customer experience means anticipating, controlling, responding to, and optimizing it. These management activities have different timescales associated with them. There is a trend across all industries toward accelerating the ability to anticipate and respond to customers, and toward near-real-time visibility of indicators that might affect a customer experience, such as the status of orders or SLA targets. Since communications services are inherently real-time, timescales for anticipating the customer experience for certain types of response and even for optimization activities must be short – often seconds, minutes, or hours – compared to other industries, where timescales may be days or weeks. |
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| [click on the image above for the full excerpt] |
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 Companies profiled in this report include: Amdocs Ltd. (NYSE: DOX); Aran Technologies Ltd. (DBA Arantech); Compuware Corp. (Nasdaq: CPWR); IBM Corp. (NYSE: IBM); Kabira Technologies Inc.; Ontology-Partners Ltd. (DBA Ontology Systems); Openet Telecom Inc.; Oracle Corp. (Nasdaq: ORCL); Progress Software Corp. (Nasdaq: PRGS); Redknee Inc.; SAP AG (NYSE: SAP); Telcordia Technologies Inc.; and Tibco Software Inc. (Nasdaq: TIBX). |
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| Total pages: 33 |
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| APRIL 2010 |
 New Directions for Service Delivery in the Age of the Appliance |
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| JUNE 2010 |
| Telco SOA Frameworks & Service Layer Transformation: The Update |
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| AUGUST 2010 |
| Third-Party Management Systems: The Secrets of Success |
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| * Calendar subject to change |
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