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The Digital experience: omni-channel strategy should focus on supporting customer lifecycle phases

The Digital experience: omni-channel strategy should focus on supporting customer lifecycle phases

Communications service providers (CSPs) worldwide are investing in software systems to become digital service providers (DSPs). A key customer expectation from a DSP is to provide their customers with a digital experience similar to that offered by web-scale players, such as Amazon, Google and Netflix. CSPs are currently unable to achieve this, as their existing systems are run in silos. We highlight the importance of adopting an omni-channel approach across the entire customer lifecycle in this report, together with the benefits of this approach, such as meeting customers' demands for consistency and personalised interactions.


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