本報告已在2012年05月03日停止出版。
Abstract
“Customer experience management (CEM) is the ability to manage each
interaction between the subscriber and the communications service provider
(CSP) in the order, fulfilment, billing, customer care, and assurance of
services consumed.” Patrick Kelly,Research Director,Marion
Howard-Healy,Associate Consultant.
CEM is a strategic approach taken by the CSP to augment business processes and
integrate myriad data sets and software systems to positively impact the
subscriber' s experience. In order for a business to assess the customer
experience, each interaction must be managed across each part of the business
where the customer evaluates, orders, uses, and makes payment for the product
or service.
The market forces that are increasing awareness of customer experience are, in
part, being driven by the commoditisation of telecoms services - primarily
voice services. In addition, the threat posed by new participants in the
economy that offer premium services over a broadband network is accelerating
investments in CEM. CSPs are investing billions of dollars in capital to
provide convergent mobile and fixed broadband services to consumers and
businesses, but this has not led to improvements in customer loyalty, which is
reflected in price concessions and churn in mature segments of their business.
Despite the incumbent status held by most Tier-1 and Tier-2 CSPs that serve
millions of broadband and mobile subscribers, CSPs have acknowledged that
their ability to assess customer satisfaction is limited. In many cases,
subscriber information is scattered throughout different parts of the
organisation, making it difficult to gain a unified view of the customer. At
the same time, the convergence of services brings with it technology and
operational challenges. Instead of having a single domain to manage, CSPs are
faced with managing a tenfold increase in network and IT domains.
CEM has many facets because, to manage the customer experience effectively,
different types of interaction between the customer and the CSP will need to
occur over the lifecycle of the customer. The CEM areas in which CSPs are
investing include: call centre customer care, which entails threading together
incidents to avoid churn; order-to-activation of new services; self-service
channels; service and network performance in real time; application
transaction monitoring; mobile device management; more-precise marketing of
new services; and personalisation.
This 42-page report provides forecast data, scenarios that evaluate CSPs'
deployments in the current business environment, and an examination of the
market drivers and leading suppliers in this segment.
Table of Contents
- Executive Summary
- Figure 1: Global CEM related investments 2008 - 2013
- Forecast
- Figure 2: 2008-2013 CEM related investments by major software segment
- Threading together customer interactions to improve customer loyalty
- Order to activation of new services
- Self service channels
- Service and network performance in real-time
- Application transaction monitoring
- Mobile device management
- More precise marketing of new services
- Table 1: Major acquisions of business intelligence suppliers
- Figure 3: Utilizing Web service and SOA to enhance the customer experience
- Launch new services cost effectively
- Exceed user expectations
- First time resolution
- Increase operational efficiency and profitability
- Self-service
- Figure 4: Forms of customer care interaction and associate cost transaction
- Convergence and transforming operations
- User profiling for target advertising and marketing campaign
- New business models leverage direct marketing based on user profiling
(i.e. search)
- Business Environment
- Figure 5: Attributes to a positive customer experience
- Business evolution - creating new franchise models via customer focus
- Figure 6: Focus on the CE in the retail sector, Starbucks
- Figure 7: Focus on the CE in the communication sector, AT&T
- Market Definition
- Scenario 1
- Figure 8: CEM in the service impact and end to end quality of service
workflow
- Scenario 2
- Figure 9: CEM in the order to activation workflow
- Scenario 3
- Figure 10: Multi-system data and system integration to support a diversity
of communication channels
- CSP Implementations of CEM
- BT
- O2
- Figure 11: O2 approach to CEM
- Supplier Approaches to CEM
- Accenture
- Amdocs
- Arantech
- CA Wily
- IBM
- Oracle
- Telcordia
- Redknee
- Recommendations
