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So many seams: Smoothing out CEM

By: Tim Young

Confession time: I have never been happy with my cell phone provider. Never. In the couple of decades that I’ve had a mobile phone, I’ve had service through at least five different providers, sometimes churning away from one CSP and eventually looping back years later, hopeful that any issues from before had been resolved. “This time will be different,” I say. And it never is. I’ll admit that, like most other modern wireless customers, I have high expectations. And in some ways, those expectations have been met or exceeded over the years! My calls are almost never dropped…

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Realizing the benefits of Network as a Service (NaaS)

By: Cyril Doussau

Network functions virtualization (NFV) and software-defined networking (SDN) characterize the telecommunications industry’s path to the future, enabling CSPs to offer a bevy of new value-added services at a time when prices for standard connectivity are beginning to bottom out. Among these offerings are commercial-grade network-as-a-service (NaaS) products that can deliver fast, on-demand service activation, all in the pursuit of delivering the best possible customer experience. But this switch to a fully virtualized, software-defined network, enabling the digital telecommunication industry of the future, isn’t going to happen overnight, as full adoption is still projected to be four or five years out…

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CEM, Orchestration and Big Data

By: Mark Cummings, Ph.D.

There are two approaches to Customer Experience Management getting a lot of attention today.  They are End-to-End Orchestration (EEO) and Big Data.  Some argue for one over the other as a single complete solution.  While, in fact, they both have an important and complementary role to play.  Similarly, there are differences of opinion about fully distributed vs. fully centralized solutions.  Here again, the correct answer is not “either  or” but “both and”.  To better understand these complementary relationships we will first briefly explore the relationship between Customer Experience Management (Quality of Experience or QoE) and network Quality of Service Management (QoS)…

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Monetizing Digital Services Takes More Than a Catalog

By: Chun-Ling Woon

We’ve been talking about product catalogs for a decade and, during that time, many service providers have implemented a centralized catalog stack and lead-to-quote-to-order functionality that is improving agility and time-to-market for new services. Using a catalog-centric solution, service providers design, define, configure, price and deliver new products to customers faster and more reliably than ever. Products are quickly customized, priced and sold via multiple outlets and on-line channels…

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How Cognitive Platforms are Reshaping the CEM Landscape

By: Dinesh Pandurangan

Customer experience management (CEM) is undergoing a major transformation in the digital economy. There is no industry domain that is untouched by this transformation and the winners will be the ones that deploy technology in the direct front lines of customer interaction. Enterprises that manage the digital transformation through a combination of strategy, leadership, production and consumption of the generated data, are best positioned to lead their respective industries. The office of the CDO (Chief Data Officer) is going to perform a critical role in CEM focusing mainly on the consumption of data to derive insights and personalized user experiences…

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The Continual Evolution of CEM to the Experience Management Control Continuum

By: Franco Messori

In the highly-competitive mobile and fixed-line telecommunications space, providing a differentiated customer experience is critical to reducing costs and churn, and to increasing top-line revenues. Customer experience is not a unified concept; it is a combination of customer behaviors, expectations, and lifestyles. However, many organizations still lack the requisite visibility to collect all the information needed to ensure delivery of a top-notch customer experience. Continuous technology changes and initiatives like Voice over LTE (VoLTE), Real Time Gaming, Virtual Reality, Network Functions Virtualization (NFV), the Internet of Things (IoT), and 5G are attracting more customers, giving rise to new applications, and generating new businesses opportunities…

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Is there an application that isn't CRM, and would you recognize one that is?

By: Keith Brody, Lars Mansson

The importance of managing customer relationships is axiomatic, so I will presume that if you’re reading this article I don’t need to convince you that it’s an area of your business that’s worth focusing on. Undoubtedly, I could deluge you with analyst-generated research statistics that underline the point, but I’ll spare you those too. If you’re not yet convinced that looking after your customers as well as you are able is a good idea (and good for business), then I doubt Gartner or IDC will persuade you otherwise…

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Letter from the Editor

By: Tim Young

"If you do build a great experience, customers tell each other about that. Word of mouth is very powerful."- Jeff Bezos I love my local grocery store. It’s easy walking distance from my house, the selection is great, the produce is good, and they carry a lot of local items that some of the larger chains don’t bother with. It costs a little more than some other places, but the staff is helpful and they seem to enjoy their jobs. They have a coffee roaster in the store, so you can get a high-quality pick-me-up while you shop…

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Telecom Industry News

By: Jim Schakenbach

Mobile World Congress 2017It was a busy news month in telecommunications with one of the industry's largest events, Mobile World Congress ushering in the month of March. During which, advances in subscriber services, technology, and business all made the headlines. Technologically speaking, carriers and solution providers focused on improving wireless infrastructure to handle the rapidly increasing demand for connectivity in challenging environments. 5G was a hot topic, as was connecting the multitude of devices in the Internet of Things (IoT)…

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