April 25, 2019

Success in Customer Experience Requires a Centralized Data Management Strategy

Bringing together data with machine learning and other advanced tools through a comprehensive strategy enable the delivery of superior customer experience.

For most communications service providers, customer experience—not products—has become the centerpiece of transformation. This new technology-driven strategy has revised the traditional battleground for growth and retention away from pricing and bundling (which are still important), and extended it to the larger aspects of customer journey and satisfaction.

The power of data combined with machine learning algorithms redefines the future of customer experience applications.

A recent 451 Group report titled “Delivering the Optimal Customer Experience Requires a Data-Driven Approach” highlighted that service providers need to leverage a comprehensive data management strategy that embraces modern digital platforms, artificial intelligence and machine learning in order to deliver a superior customer experience that differentiates from competitors. Since customer experience is a catalyst in many digital transformation projects, it is important to under­stand where businesses are making investments in new digital technologies and improved processes to more effectively engage with customers, partners or employees.   

The power of data combined with machine learning algorithms redefines the future of customer experience applications—from ad tech and marketing to sales, commerce and service—by making them more intelligent to drive better outcomes. New algorithmic technologies can achieve scalable contextual relevance as intelligent applications take over execution. Data from 451 Group shows that key customer experience technology investments by service providers span the customer journey from social engagement, mobile applications and intelligent personalization to conversational tools and customer loyalty.

451 Group believes that while it is virtually impossible to plan for all potential customer journeys—as most, if not all, are nonlinear, self-directed or involve micro-decisioning—the data collected at each action point still improves algorithms, which factor in overall intent, resulting in greater relevancy and effectiveness. Since the universe of what is “knowable” about customers is expanding, new data-driven strategies can augment and scale service providers’ transformation. Succeeding in the digital economy requires service providers to bring new digital services to market quickly and sell them efficiently across channels while delivering personalized, superior customer experiences. Using tools like Netcracker’s Customer Journey Management or CPQ and sales automation tools become the platforms of choice to help service providers achieve maximum success in their long-term service delivery goals.

Click here to download a copy of 451 Group’s recent report and learn how service providers can move from being “digital laggards” to “digital leaders” by investing in a customer-centric data management strategy.

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