The Customer experience management: a multi-vendor solution is required to address all CEM needs

Executive summary

CSPs can create a CEMS, but need to integrate multiple vendor solutions to manage the customer experience

CSPs need to evaluate a CEMS in terms of its scope and functionality in order to assess its completeness

Recommendations

Analytics tools underpin a CEMS

Analytics tools provide the core platform for CEMS solutions, creating the models and outputs that drive optimisation of processes 

CSPs can predict customer experiences when data from customer feedback and network and systems KPIs is modelled and calibrated

Big data analytics has created a viable framework for CEMS to be implemented

Major OSS/BSS vendors’ CEMS solutions are based on a common data infrastructure that is then exposed through customisable portals

A CEMS needs complete and high-quality data in order to manage customer experience

‘Outside-in’ data from the customer is the most critical data for managing customer experience

Internal or ‘inside-out’ data sources from customer-facing systems are critical to finding the root cause of poor customer experience

NPS surveys are part of the data sets needed to create a functional CEMS solution 

Standardisation of the KPIs and data sets are underway within the industry

The customer lifecycle journey comprises five phases, but long-term relationships are most influenced by support

KPIs provided by current OSS/BSS systems need to be exposed or sent to the CEMS to enable their significance to be calibrated

Customer experience management must take place through optimisation of underlying processes delivered through OSS/BSS solutions

Customer experience solutions do not currently cover the full scope for the management of customer experience, but focus on aspects of it

Examples of where different types of vendor fit within the CEMS matrix of functionality and scope

Vendor profiles

Accanto Systems

Ericsson

Hewlett-Packard

Huawei Technologies

IBM

Medallia

NICE Systems

Nokia

Oracle

ResponseTek Networks

Satmetrix Systems

Teoco

Definition of a customer experience management system and its components

About the author

About Analysys Mason

Research from Analysys Mason

Consulting from Analysys Mason

List of figures

Figure 1: Comparison of the scope and functionality of a CEMS and customer support applications

Figure 2: CEMS key data sources and components

Figure 3: Functions and scope of a CEMS matrix

Figure 4: A complete CEMS solution

Figure 5: The core CEMS functionality provided by analytics systems

Figure 6: Dynamic modelling of customer experience over the complete service lifecycle

Figure 7: Large data sets required by CEMS, economically supported by big data infrastructure

Figure 8: Ericsson’s CEM big data infrastructure

Figure 9: Nokia’s CEM big data infrastructure

Figure 10: Three primary sources of the data for CEMS

Figure 11: Example of a Net Promoter Score (NPS) survey

Figure 12: KPIs from operational support and other internal systems, by customer lifecycle phase

Figure 13: Examples of specialist vendor s that provide customer experience data

Figure 14: The scope of the TeleManagement Forum’s CEMI project

Figure 15: Estimated influence levels for each phase of the customer lifecycle

Figure 16: Examples of KPIs used by a CEMS to predict customer experience impact, by lifecycle phase

Figure 17: The relationship with underlying systems needs to be two-way to allow for automated responses to be built

Figure 18: Vendor coverage of the customer experience by lifecycle phase and functional area

Figure 19: Examples of vendor coverage of the customer experience by lifecycle phase and functional area

The Customer experience management: a multi-vendor solution is required to address all CEM needs

This report provides a guide to different types of vendor solutions that support customer experience management (CEM), enabling both vendors and communications service providers (CSPs) to position solutions into different functional areas that are needed to support CEM.