Survey Says: Close Customer Focus and Real-Time Data Analysis Key

Posted: July 7th, 2011 | Author: | Filed under: Telecom Trends | Tags: , , , , , , , | 5 Comments »

In addition to organising an industry analyst day and customer / partner presentations, Comptel moderated an interactive session focused on the customer experience during last month’s Comptel User Group (CUG). The session, which involved our partners Cisco and Alcatel-Lucent, surveyed nearly 100 attendees on the evolving state of the customer experience, the role network and other service data and OSS play, and the significant potential revenue opportunities for communications service providers (CSPs). Like our past research, it yielded quite interesting results!

Respondents first indicated that they believe CSPs, when compared to over-the-top (OTT) players, device manufacturers and operating system companies, provide the best customer experience. However, as Cisco’s Russ Kaufmann brought up, OTT players have a head start in providing good customer experience for cloud services. Alcatel-Lucent’s Pierre Dubost also made a good point—if asked the question of who provides the best customer experience two years ago, there likely would have been a very different answer. But, CSPs are really trying to invest in customer care and focus on driving brand loyalty rather just pushing products.

Supporting this, nine out of ten participants pointed to customer experience management as one of the major factors contributing to operators’ survival and success—because as Kaufmann pointed out, when things do go wrong, it can greatly affect churn. These responses support those of a Comptel-sponsored Vanson Bourne survey, which previously identified customer experience management as a significant potential revenue opportunity. Eighty-seven percent of consumers said that their quality of experience influences their allegiance to their CSP, and the majority of them would not only move but also pay more money for faster, more personalised services.

While the importance of a high customer experience was clear, there was general agreement that it’s difficult to determine what exactly will satisfy each customer. More than half (55%) of participants indicated that network performance has the greatest influence on the customer experience, yet all of the other responses varied. Dubost was right in saying that all of these factors are impactful—ultimately, CSPs require a holistic view of customer behaviour in order to better manage (and take the necessary actions to ensure) the customer experience.

Clearly aligned in thought, 100% of survey respondents recognised the value of leveraging network and other service data and their OSS; however, only about one-third of CSPs noted that they are fully utilising this information. There is a huge opportunity for operators to gain superior insight into customers and improve end-users’ experiences. With real-time data analysis and a close customer focus, CSPs can also boost their bottom lines, for example, through profiling for targeted marketing campaigns and traffic shaping for premium services.

Comptel is excited to see how operators take advantage of the opportunities a real-time, interactive and personalised OSS platform presents. What do you think of the interactive session discussion? For more information about the survey results, please contact comptel.marketing@comptel.com.


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