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市場調查報告書

CRM系統和流程上,電信業者的下一步

Telcos' Next Step in CRM Systems and Processes

出版商 Ovum, Ltd. 商品編碼 297946
出版日期 內容資訊 英文 16 Pages
商品交期: 最快1-2個工作天內
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CRM系統和流程上,電信業者的下一步 Telcos' Next Step in CRM Systems and Processes
出版日期: 2014年02月18日 內容資訊: 英文 16 Pages
簡介

由於智慧型手機及平板電腦連結的增加、Google、Apple、Facebook等鄰接產業競爭者的興起,建立了多網域、多連結、多設備的世界,電信業者該如何貼近用戶提供服務便成了眾人注目的課題。

本報告提供通訊公司的CRM策略相關調查分析,提供市場概要,促進要素,競爭情形,彙整企業及供應商的提案等資料,為您概述為以下內容。

第1章 摘要

  • 發展要素
  • Ovum的見解
  • 主要的訊息

第2章 對電信業者而言CRM是什麼?

  • 舊式的策略性CRM已成過去
  • 現今的電信業者用CRM的結構要素
  • 配合狀況的自動系統決定今後的投資

第3章 CEM的重視促進對CRM的投資

  • 比起提高效率更重視客戶經驗
  • 電信業者為了提升客戶經驗而增加轉移計劃的投資
  • 多通路的整合是朝無接縫服務發展的前提條件

第4章 智慧型手機和社群媒體重新定義CRM的必要條件

  • 服務必須個人化並配合情況
  • 社群媒體的監測對CRM策略已經是不可或缺
  • 行動自助服務應用程式連結了電信業者與客戶
  • CRM配合高度分析預料了前頭的配合措施

第5章 申請系統的整合鑰匙

  • CRM和申請的整合產品,合併後勤部門和前台的系統

第6章 提案

  • 對企業的提案
  • 供應商的提案

第7章 附錄

圖表

目錄
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.

Highlights

  • 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.

Features Benefits

  • 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.

Questions Answers

  • 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

Headings

  • SUMMARY
    • Catalyst
    • 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 improvement
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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 strategy
      • Deploying predictive analytics with CRM technology
  • INTEGRATION WITH BILLING SYSTEMS IS KEY
    • Tying together back- and front-office systems in an integrated CRM and billing product
  • RECOMMENDATIONS
    • Recommendations for telcos
    • Recommendations for vendors
  • APPENDIX
    • Further reading
    • Methodology
    • Author
    • Ovum Consulting
    • Disclaimer

Figures

  • 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
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