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And while CRM can win you an extra buck or two, it doesn’t do much to lower churn. CEM, however, can.
It can do this by providing a unified look at the end-to-end customer experience, when properly executed. In addition, the needs of the customer can be balanced against a view of the capabilities of the network. A CSP can understand what bottlenecks and inefficiencies can be resolved before they seriously hinder the experience of the customer.
After all, customers churn because they’re not happy with their service. We can keep them around by finding out what the problem is and how we can solve it. How do we get this information? Some CEM providers,
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The customer is already telling you what they need. |
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You don’t need to ask the customer what they want or need. The customer is already telling you, if you know how to interpret the data that they are providing to you.
“It is around these principles CEM solutions revolve,” said Doyle.
Other CEM solutions providers, like DAX Technologies, employ slightly different approaches, but all are focused around the idea that a holistic approach to analyzing customer need and behavior can be the key to understanding how to keep them coming back for more.
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like Arantech (which was relatively recently acquired by Tektronix), insist that they’re already telling us.
“Each time a subscriber moves around the experience lifecycle, from service acquisition, through provisioning, usage, billing and support, they leave behind traces of transactional data in the existing business and operational support platforms that serve the customer,” says James Doyle, Arantech’s Director of Product Management & Marketing. “If an operator can acquire and aggregate this data, it provides a fingerprint of the customers’ actual experiences as they interact with the operator’s brand.”
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CEM providers offer, in short, “offer an effective means for accurately measuring the customer experience,” says Tom Magg, CTO of DAX. “In our current competitive market environment, this is increasingly critical ? if you can’t measure it, you can’t manage it.”
And just how to measure that customer experience is a big part of the challenge. “Customer experience data is more difficult to measure than most,” says Magg. “It cannot be simply collected the way fault or performance data can be.” Therefore, CSPs must rely on approximation, estimating the overall quality of the customer experience, overall, “much in the way the Mean Opinion
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