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The Customer engagement: CSPs must invest in customer journey management

The Customer engagement: CSPs must invest in customer journey management

A communications service provider's (CSP's) abililty to engage with its customers can affect its ability to generate revenue. CSPs that are taking initiatives to become digital service providers need to transform their customer engagement processes, to deliver consistent and personalised experience to customer. This report assesses and discusses CSPs' ability to deliver good experience across different types of engagement, including sales and customer service.

Executive Summary
Figure 1: Customer engagement index highlighting CSPs' ability to deliver quality sales and customer service experience

Delivering digital experience requires CSPs to create an integrated presence across all channels
Figure 2: Key areas of focus for CSPs that are planning a customer engagement strategy

CSPs have put in efforts to develop presence on all channels
Figure 3: What channels do you offer to support customer shopping experience?
Figure 4: What channels do you use to provide customer support?

When channels have been established, CSPs are focusing on bringing consistency across them
Figure 5: How able are CSPs to deliver consistent experience across channels, for different use-case types?

CSPs' customer engagement abilities are burdened by legacy systems and require them to invest in analytics-driven capabilities
Figure 6: Which data sources do CSPs use when personalising customer engagement?

Key recommendations

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