Outsmart Your Competitors Outsmart Your Competitors
Presented by:
Bruce Page
VP, Custom Research
Customer Experience Management:
Operator Priorities vs. Vendor Hype
Peter Jarich
Service Director
Agenda
Customer Experience Management: What Is It?
Customer Experience Management: Why Does It Matter?
Current Analysis’ CEM Survey
Why we did it
Who we talked to
Key findings
Background: Operator Pain
Business Model Evolution
Dwindling revenues from traditional voice business Voice Minutes of Use… to Flat-Rate… vs. OTT / Free
Proliferation of Mobile and Data services driving
growth
Shifting customer dynamics & segments Multiple contracts / services per customer Need for single view of customer
Competition and Consolidation
…and meanwhile, reduce churn and grow contract
CEM: What Is It?
Basic Tenets
Multi-channel Cross-channel Cross-lifecycle Moving beyond CRM Holistic solutions vs. point products Core Components
Customer care CRM Billing / charging Operations support systems Network management
Subscriber data management Policy control
Service delivery platforms Application management Device management
Network analytics Customer analytics Deep packet inspection
The CEM Value Proposition
Processes used to track, oversee and organize customer interactions
The hardware and software used to implement, support, analyze and manage those processes…and deliver optimum experiences
CEM: What Is It?
The CEM Ecosystem
Products
Solutions
Buzzwords and hype
No Solid CEM Definition
Customer demands Vendor agendas Operator agendas Examples • Analytics alone? • IVR systems? • Business consulting? • Device-based self-service? • “the whole enchilada?”
CEM: Why Does It Matter?
It’s All About Competition:
Part One – The Usual Suspects
CEM as a solution for building better user
experiences and monetizing them…
Service discovery
Service recommendation Improved customer loyalty Decreased customer churn Improved network quality Problem resolution
CEM: Why Does It Matter?
It’s All About Competition:
Part Two – The New Competitors
CEM as a solution for competing with Over the
Top players by leveraging network assets…
Quality control
Bandwidth management
App-based QoS
Tailored service packaging
CEM Survey: The Why
Build an understanding of how operators are
thinking about CEM and CEM solutions
Build an understanding of key operator
considerations in implementing CEM solutions in
order to help infrastructure vendors with portfolio
and product differentiation
Key issues explored:
Operator interest in CEM solutions across Europe and N. America Operator CEM strategies and priorities
Operator rationale for CEM adoption
Barriers to CEM solution and strategy adoption The optimal composition of CEM solutions
CEM Survey: The Who
Fixed, Mobile & Converged operators
North America and Europe
Operations, Network Technology, Marketing
Fixed operator 33% M obile operator 7% Converged operator 60%
Which of the following best describes your company? % of respondents, N=76 North America 33% Europe 67%
Indicate the continent in which your country is located
CEM Survey: The Key Findings
Operational Challenges Are Holding Back CEM
Solution Adoption…
…But Operators Are Looking to Address Them
Yes 45% No
55%
Is there one person in your company responsible for
overseeing CEM?
Organizational challenges
Cost to replace existing OSS/BSS systems
Uncertain ability of CEM system to gather real-time insights
Difficulty in correlating data from different sources in a timely manner
Multi-vendor solutions create barriers to implementation
Low priority in relation to other upgrades
Rank the following barriers to the adoption of a CEM solution
CEM Survey: The Key Findings
Customer Care Remains
the Predominant CEM
Objective for Operators…
…But Service and
Customer Monetization Is Close on Its Heels
Reduce churn/increase loyalty
Improve trouble Call response
Generate new revenue
Identify highest value customers
Track network and service performance
Quickly evaluate effectiveness of new offerings
Differentiate services from competitors/OTT
Bring TDM predictability to IP network
Track devices using network
What are major objectives of CEM adoption
CEM Survey: The Key Findings
Mobile Operators Leading the Charge on CEM
Fixed Operators Are Less Aggressive on Central
Oversight or Solution Building
36% 49%
64% 51%
Fixed Mobile & Converged
Is there one person responsible for CEM oversight?
% of respondents
No Yes
52% 67%
48% 33%
Fixed Mobile & Converged
Does your organization possess most of the components of a
CEM solution?
% of respondents
No Yes
49%
22%
20%
9%
Work with multiple suppliers and build a CEM system in-house
Contract with a single systems integrator to construct a CEM
solution
Already have one in place
Outsource construction and operation of a CEM solution to a
third party
Which best describes your CEM adoption strategy?
% of respondents, N=76
CEM Survey: The Key Findings
Operators Largely
Looking for Best of Breed Solutions
…Most Think They Can
Integrate Their CEM Solution with In-House Resources
CEM Survey: The Key Findings
Yet, IT Integrators Still
Rank Highest in Terms of Operator Perception
Of Course, Solutions
and Marketing Help Too 26% 26% 25% 14% 9% 7% 5% 5% 3% 3% 1% HP Nokia Siemens Networks IBM Ericsson Alcatel-Lucent Huawei Openet ZTE Netcracker Tekelec Amdocs
Which vendors do you hold a very positive perspective as CEM solution
providers?
% of respondents, N=76
Conclusions & Recommendations
Realize We’re Still in an Educational Phase
What CEM is What it can be
The complexity of creating solutions
Drive Organizational Coherence on CEM
It’s still an issue for many operators
It is key to solution sales and full value creation
Vendors: Connect Your Agenda to Operator Agendas
Linkage between CRM and network monetization Proof points
CEM and managed services