Quality (of service) improvement

Network management plays a major role in an improved CEM. By avoiding network congestion and poor performance, telecom operators improve the quality-of-service (QoS) level, which eventually can reduce churn to a great extent and increase customer satisfaction with an operator. However, an improved network QoS represents only one of the factors that influence the overall “customer experience” equation. 

By having a well-structured CEM strategy, telcos reap the rewards of:

• improved customer retention (by predicting which customers are likely to churn);
• the ability to correlate cross-domain customer-touch-point data and continuously monitor a wide range of customer-satisfaction indicators;
• increased customer loyalty;
• increased revenues and greater operational efficiencies;
• proactive identification and correction of issues before they have a major impact on customer experience.

For the telcos to remain competitive an “overall” customer-experience strategy ultimately makes more sense. With growing pools of data (both structured and unstructured), gaining individual customer insights and coming up with products and services that suit them would require a sophisticated level of business intelligence such as CEM, which would deliver performance analytics to all management levels. Telcos that continue to ignore the pressing need of having a 360-degree CEM solution might eventually find themselves out of the race.