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!