2011 Customer Experience Management Survey

NetCracker recently polled 50+ communications service providers (CSPs) from around the world, including North and South America, EMEA, and APAC. The respondents, consisting of converged service providers (84%), mobile providers (11%), and wireless fixed carriers (5%), identified challenges in their current customer care programs as well as customer care priorities and areas that can generate the most improvement in customer experience over the next several years.
The survey examined both business process and system challenges, with results pointing to the need for improvement in three key areas: Business Optimization, Customer Personalization, and Data Consistency. The survey also suggests that nearly a third of the CSPs who responded are not sufficiently customer-oriented at present to deliver required service quality and customer value, and are on the lookout for more comprehensive solutions that will address critical business and operational issues.

Highlights of Survey Findings

1. CSPs associate four almost equally important pain points with customer experience management. Two of these concerns dominate:
   1. How to reduce problem resolution times
   2. How to increase customer loyalty through greater personalization
      
2. Phone support remains the dominant communication channel for most CSPs, with web communication just starting to gain in importance.
   
3. CSPs see their customers’ top three priorities as:
   1. Easy service subscription
   2. Intuitive and personalized offerings
   3. Consistency of data across platforms and touch points
      
4. CSPs indicated three areas that can make the greatest improvement in customer experience over the next few years:
   1. Enhanced multi-channel communication
   2. Interactions that are more customer-friendly
   3. Higher levels of data consistency
      

The survey also indicates a close inter-dependency among the areas outlined above. For example, easy service subscription requires consistency of data across all touch points and this, in turn, is a basis for personalized offerings.
As part of its Telecoms Operations and Management offerings, NetCracker provides a range of Customer Management solutions whose core functionality covers Customer Information Management, Customer Self-Service, Customer Order Management, Customer Billing Management, Customer Problem Management, and Customer SLA/QoS Management.

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