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Analytics Systems

Customer Care Drives CSP Demand for Analytics – Report

A Heavy Reading survey of communications service providers has found that the vast majority of CSPs have either completed or are currently implementing a big data analytics strategy and that proactive customer care is a leading analytics use case among CSPs. (See CSPs Gain Appetite for Big Data Analytics, Finds Heavy Reading.)

The survey of more than 80 qualified CSP respondents, commissioned by Guavus Inc. , found that the main drivers behind the adoption of big data analytics systems by CSPs are revenue maximization (66%), customer experience and loyalty (61%) and opex reduction (61%). In relation to these drivers, the key use cases for CSPs within the next two years are:

  • Proactive customer care (57%)
  • Revenue assurance (48%)
  • Targeted offerings (47%)
  • Service assurance (44%)

"It's no surprise that proactive customer care is the top area for investment in big data. This is where we see the greatest interest from service providers that we work with," noted Guavus CEO Anukool Lakhina in the press release announcing the survey results.

The research also found that CSPs, in the early stages of their big data analytics strategies, are starting to combine data sets and break down the silos that currently hamper their ability to optimize their data assets. However, data integration challenges and the lack of skilled staff are still significant hurdles for CSPs trying to implement their strategies.

The use of analytics systems to gain greater, real-time insights into networks, applications and customers is going to be vital to CSP transformation strategies in the coming years. For more on this topic, see:

— Ray Le Maistre, Circle me on Google+ Follow me on TwitterVisit my LinkedIn profile, Editor-in-Chief, Light Reading

Mitch Wagner 12/9/2015 | 11:11:58 PM
Re: Will this be the customer care catalyst for telcos? Customer care is one area where traditional CSPs can compete with hypercloud providers. CSPs have found that area difficult, but the hypercloud companies (Amazon, Google, etc.) don't even try. Their business models specifically oppose it. 
[email protected] 12/9/2015 | 6:47:35 AM
Will this be the customer care catalyst for telcos? Ah, customer care... so long talked about by telcos/CSps but still so little done.

Will big data analytics be the catalyst for telcos to finally deliver on their customer experience management promises? I hope so, because with these tools they'll maybe finally have the enabling tools that will give them a more real-time and holistic view of individual and groups of customers.
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