Vodafone Teams Up for CEM Catalyst

Vodafone, along with others, will be showcasing an innovative approach to product management decision making at TM Forum’s Management World

May 10, 2010

2 Min Read

NICE, France -- Service provider champion Vodafone, together with Netezza Corporation, Nokia Siemens Networks, N-Pulse AG, Quantellia Inc., and Subex Limited, will be showcasing an innovative approach to product management decision making at TM Forum’s Management World, in Nice, France on May 18-20, 2010. As one of TM Forum’s Catalyst projects, the team will be demonstrating how operators can better analyze their alternatives in a complex environment when making decisions affecting customer experience.

The Customer Experience Management (CEM) Control Center Catalyst shows how product management can be systematized. When making decisions about pricing and other product parameters like QoS, along with investment decisions surrounding sales training, processes, and systems, product managers can use an interactive 3D tool to understand the impact of these decisions on important financial and other outcomes such as margins, customer experience and brand. Once the decision has been made, its impact can be monitored using an operational and customer experience monitoring dashboard that helps the CSP to focus on key performance indicators that show whether the decision needs to be reconsidered.

“As a result of rapidly increasing competition across their service offerings, operators must take a more strategic and holistic view of customer service and customer experience management in order to gain what is perhaps the most sustainable competitive advantage a service provider can build—a satisfied and loyal customer base.”’ says Tim McElgunn, Chief Analyst at Pike and Fisher Broadband Advisory Services. “Until now, CEM has been understood in pieces: investments separate from their network impacts, separate from the impact on customers and their behaviours, costs, and revenues. By creating an integrated framework for understanding all of these factors surrounding customer experience, the CEM Control Center concept sets a new bar for a rigorous approach to CEM decision making. Operators seeking only to maximize short term cost benefits in their approach to customer service improvement will find themselves in serious jeopardy as competition intensifies across their entire service portfolios.”

Vodafone Group plc (NYSE: VOD)

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