Many DSPs would like to pay closer to attention to what their customers are actually doing; but, without a way to automate interactions and an operational analytics capability that automatically learns and adapts to use cases over time, data continues to accumulate with little or no return. The information is simply too diverse and disorganized to use, and many analytics solutions don’t help.
Restricting focus to the traditional means of event collection, processing and distribution to billing and assurance systems is a waste of data. Deriving value from the tremendous volume of data available to DSPs requires rapid intelligent analysis and automated distribution to critical business processes and systems. Comprehensive management of all the events related to a customer – not just billing transactions – is critical to fully understanding customer behavior and improving customer interactions.
Processing all of these disparate events can have a much bigger impact when fast, as well as past, data is aggregated, integrated and analyzed. Using analytics and artificial intelligence to perform complex event processing, enables DSPs to rapidly respond to changing or emerging demand, isolate problems with partner products and quickly adjust to changing conditions.
Autonomous and human-enriched learning, sentiment and contextual analysis of customer transactions combined with customer behavior analysis, empowers customer service agents by automating first response, using predictive and prescriptive recommendations to improve first call response and reducing handling time. Productivity is improved and training costs are reduced, all while delivering a more personalized customer experience.
Existing CRM, order management, billing, assurance and fulfillment systems and data will remain part of DSP operations for the foreseeable future and new functionality must be aligned so that ongoing operations are not put at risk. Dynamic orchestration of CRM, order management, fulfillment, billing and assurance has to be consistently implemented, integrated and automated horizontally across services and sales channels and vertically from the customer to the core of the network. Anything less is expensive, time consuming and error prone.
Supplementing existing IT solutions for CRM, order management, fulfillment and billing with predictive analytics and intelligent tools reduces the risk associated with wholesale system replacement. Adding an environment where next generation business intelligence and analytics peacefully coexists with existing OSS/BSS solutions and data reduces churn, increases conversion rates, improves customer satisfaction and reduces costs.
As customers demand immediate access to an infinite number of applications using a wide variety of devices and access methods, the need for real-time and sophisticated business intelligence and analytics has grown. Business intelligence applied to CRM is more than the collection and processing of xDR’s. The ability to manage the breadth of customer events and data, apply sophisticated analytics and deliver actionable results in near real time helps DSPs recover lost revenue, understand the impact of customer behaviors on revenue generation, and identify opportunities to increase sales and satisfaction.