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

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.

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
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
Huawei Technologies
NICE Systems
ResponseTek Networks
Satmetrix Systems
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

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