Product Code: IT012-000087
The growth in active smartphones and tablet connections, along with the proliferation of adjacent competitors such as Google, Apple, and Facebook, has created a multi-domain, multi-access, and multi-device world. This has created widespread concern among telcos about how best to understand and connect with customers while managing service delivery.
- The telecoms industry is witnessing a long-term shift in spending toward customer-oriented systems, and this trend will continue for the next three years.
- After decades of "business as usual," telcos' business models are facing unprecedented challenges from all sides to do more with less, demonstrate more value, and improve customer service. Overall customer experience management (CEM) is now the telco vision.
- Examines how forward-looking telcos should deploy CRM technology and devise CRM strategies to improve the customer experience and increase revenues.
- Recommends actions for CRM vendors and telcos.
- What are the key trends in the telco CRM space?
- What are the technical imperatives of CRM deployment?
- What are the internal and external drivers of CRM market growth for the next five years?
Table of Contents
- Ovum view
- Key messages
- Telcos are allocating budgets to CRM upgrades
- Overall customer experience management is the telco vision
- CRM should support the evolving culture of always-connected customers
- Proactive care is integral to next-generation CRM strategies
- Pre-integrated CRM and billing solutions are seeing uptake
- WHAT IS CRM FOR TELCOS TODAY?
- Old-style tactical CRM has become obsolete
- The building blocks of CRM for telcos today
- Contextual automated systems will define future investments
- THE FOCUS ON CEM WILL DRIVE INVESTMENTS IN CRM
- Telco business drivers emphasize customer experience over efficiency
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- Telcos are increasing investments in transformation projects to improve
the customer experience
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- Multichannel integration is prerequisite for seamless service
- SMARTPHONES AND SOCIAL MEDIA ARE REDEFINING CRM REQUIREMENTS
- Services must be personalized and contextualized
- Social media monitoring has become integral to CRM strategies
- Mobile self-service apps have gained traction among telco customers
- CRM is now proactive with advanced analytics
- Advanced analytics: the new transformation engine for telco CRM
- Deploying predictive analytics with CRM technology
- INTEGRATION WITH BILLING SYSTEMS IS KEY
- Tying together back- and front-office systems in an integrated CRM and
- Recommendations for telcos
- Recommendations for vendors
- Further reading
- Ovum Consulting
- Figure 1: CRM strategy continuum
- Figure 2: The Smart Connected Interaction (SCI) model
- Figure 3: Telecoms industry drivers for IT investment
- Figure 4: BSS contracts, 2012
- Figure 5: Telecoms industry IT spending plans