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市場調查報告書

讓客戶經驗成為行動通訊業者 (MNO) 的產品開發核心的技術

PLACING CUSTOMER EXPERIENCE AT THE HEART OF MNO PRODUCT DEVELOPMENT

出版商 Mobile Market Development Ltd 商品編碼 353996
出版日期 內容資訊 英文 39 Pages
商品交期: 最快1-2個工作天內
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讓客戶經驗成為行動通訊業者 (MNO) 的產品開發核心的技術 PLACING CUSTOMER EXPERIENCE AT THE HEART OF MNO PRODUCT DEVELOPMENT
出版日期: 2016年03月09日 內容資訊: 英文 39 Pages
簡介

每個行動通訊業者 (MNO) ,都理解完全成為「客戶導向型」的必要性,和出色的客戶經驗的重要性。可是,對於數位產品的爆炸性增加,MNO通常來說對應是滯後的,為此來自核心產業 (語音通話,資料、訊息通訊) 的收益額逐漸縮小。市場變化太快,各個產品都變得對應網路連接。還有謀求差異化進行技術開發,也很快就被其他公司複製。在這樣的情形下MNO要保持競爭力,必須要重新評估產品開發過程和公司內部結構,迅速對應客戶的動向、意向,提供出色的客戶經驗。

本報告提供行動通訊業者 (MNO)對於今後應採取得產品開發方法,及提供優秀客戶經驗的體制,該如何構築的相關調查、考察。

目錄

  • 概要
  • 簡介
  • MNO對於再次考慮產品開發的必要性
  • 客戶經驗定義
  • 更快速的,客戶經驗主體的新產品開發 (NPD)
  • 將客戶經驗納入新產品開發
  • 結論、建議

附錄 (回饋)

目錄

Mobile network operators understand the need to become fully customer-centric and the importance of an excellent customer experience. However, faced with an explosion in digital products, MNOs have generally lagged behind, and have been losing revenue from their core products in voice, data and messaging.

Furthermore, the marketplace is changing fast in an increasingly connected world, where not just people and businesses, but everyday objects from cars to fridges go online. Growth is exponential, and the need for change is pressing.

This is the new digital world - the world of Telco 2.0 - with vast opportunity and yet huge threat to each MNO. In this world a myriad of competitors compete for a share of the value in ways that could not be imagined even a few years ago. It is no longer possible to differentiate on product features because it has become very easy for competitors to copy any that are successful. For the MNO, the growth of Over-The-Top players with short development lead times of 3-6 months has proven a particular problem as MNO development tends to range from 12 to 18 months.

For the MNO to achieve sustainable competitive advantage it is critical to provide a superior customer experience with a much faster and responsive product development approach. However, product development remains sluggish and customer experience improvements have all too often been executed only as limited initiatives in the sales and customer support functions.

The MNO must embed customer experience into every facet of its organisation. This begins with re-thinking the product development process, and ultimately permeates every function in the organisation, requiring a change in the way that the business thinks and operates.

This report outlines what the MNO must do to embed customer experience deep in the heart of new product development, adopting methods that meet customer expectations and enable a much faster development and response time.

Companies: WhatsApp, Twitter, Joyn, Snapchat, Instagram, Facebook, Spotify, iTunes, iPhone, Vodafone, Freeserve, Airtel, Orange

Countries: UK, US, India

Table of Contents

  • 1 Overview
  • 2 Introduction
  • 3 The need to re-think MNO product development
  • 4 Defining customer experience
  • 5 Faster, customer experience led NPD
  • 6 Embedding customer experience in NPD
  • 7 Conclusions & Recommendations
  • Appendix (Feedback)
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