Pipeline Publishing, Volume 6, Issue 12

	This Month's Issue:
	Making Customers Happy

Isn’t it ALL about the customer?

article page | 1 | 2 | 3

Score (MOS) projects the customer’s perceived quality of voice calls,” says Magg.

Back in 2008, IBM referred to this area as “the next frontier in Telecom service assurance.” And it has been.

Furthermore, CEM ties directly to the concept of SQM (service quality management).

CEM and SQM are at the core of some of the catalyst projects that will be explored at the upcoming TM Forum Management World, and we’re interested to see how the companies taking part in the event (BT and DMTF as catalyst CSP “champions”, Aviat with Customer Experience Assurance resources, Amdocs on the MCE (Managing Customer Experience) and CRM side, Progress Software for data mediation and model harmonization, and Tail-f for QoS-centric resource activation) explore the interaction between the provider and the customer.

Fundamentally, we hope the catalyst and other projects like it can help CSPs to understand how to not only gain customers and maximize their revenues from those

Are you being proactive? Or are you waiting for them to complain?

customers, but also retain customers for as long as reasonably possible. It’s a “bird in the hand” approach, but it’s an approach that has been overlooked in the past, and that can provide real value for the future.

The very existence of the catalyst demonstrates the importance of CEM for some CSPs. In addition, the acquisition of companies like Arantech demonstrates that larger vendors are well-aware of the growing need for and value of CEM solutions.

So how are you meeting the needs of your customers? Are you being proactive? Or are you waiting for them to complain?

As we enter another tradeshow season, I’m prepared to hear yet another barrage of messaging of how important the customer is. It’s one bit of buzz I tend to believe and support. Perhaps a proactive move towards forward-looking CEM is one piece of the puzzle of making the customer experience as positive as possible.

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