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Ovum: Customer experience a top priority for telcos in 2014

15th Nov 2013
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Customer experience is permeating nearly every industry with telcos the latest sector set to make it the top priority next year.

According to new insights from Ovum, telco IT spend will be driven by customer experience management next year as part of a longer-term shift in spending towards customer-oriented systems and on improving customer satisfaction.

The analyst firm surveyed more than 6,500 interviews of CIOs and other senior IT decision makers and found that IT spend is set to reach $60.7bn by 2017 with multichannel integration and service personalisation top areas of focus in the next 18 months.

Meanwhile, business intelligence and advanced analytics (predictive or Big Data analytics) will also be key for operators, the research showed. Over 80% of those surveyed said that they plan to invest in these areas and deploy at network level in order to offer an enhanced connected experience with predictable, consistent, and relevant services at each point of interaction in the customer lifecycle.

Ovum analyst Shagun Bali said: “After many years of cost reduction, senior telco IT executives clearly see the need to invest again in CRM projects that will support overall customer experience. Over the next 12 months, consolidating and developing integrated multichannel CRM systems and business processes will be top of the priority list for operators. However, to succeed, networks need to be smarter.”

According to the analyst firm, smarter will mean deploying new optimisation and monetisation tools to run their networks and services more efficiently, and creating new opportunities as a result. Consequently, policy management and improvement of operational support services will also be in the spotlight with 45% of respondents claiming it to be a top-three priority for the next 12–18 months.

Bali added: “Telcos need to get their IT, network operations, and marketing departments on board to fully take advantage of policy management tools. All three departments have high stakes in this, and all three need to be in sync with each other for it to work. Meanwhile, vendors need to provide actual metrics to back up their performance claims, as telcos will look for concrete examples and use cases that demonstrate cost savings and revenue-generating opportunities.”

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