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
- 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
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