The Challenge of Customer Experience Management

Building customer centric organization is a challenge for Communication Service Providers (CSP) today, in rapidly changing technology world and competitive market. Customer's expectations regarding telecommunication services, features, prices, availabilities, support and their experience in service usage often determine customer loyalty toward operator. Additional pressure to operators comes from customer's awareness of consumer's and national telecommunication regulators legislate. The Customer Experience Management (CEM) can make the difference between operators, creating unique and from customers unexpected, surprisingly affirmative and positive outcome in customer's requirements treatment, across all contacts channels. CRM¹ is the basic tool, but whole BSS/OSS environment have to be synchronized, meaning key internal business processes requires to be transformed as the customer sees or feel their consequences. Telco's are facing the challenge of 4C's: complexity, competition, cost, customer expectations and where CEM is the only respond!