By: Amit Sanyal, Assistant VP & Joint Head, Consumer Value Solutions Business, Mahindra Comviva
Today communication service is characterized by an ever-growing demand for anytime, anywhere, and always on connections enabling real-time dynamic interaction between people, services, devices and machines. The unabated consumer demand for ‘more connections, more content and services are generating a rich treasure trove of information on customers. Mobile operators (MNOs) that can exploit information to personalize services based on customer’s context and can maintain an efficient operation delight customers and generate the kind of value that will positively impact their top line growth.
Analytics is central to realizing a customer-centric network. Customer experience management essentially entails an ability to identify customers and deliver a personalized experience across all touch-points. Table 1 identifies three prime expectations customers have in terms of experience, how they translate in to requirements for the commercial offer, the insights that need to be aggregated, and the CXO responsible for that area within the operator.
Data that needs to be collected
I want the best connectivity and speed
Location and network analytics
I want the best offer
I want the best care
Network, transactional and records for personalized and contextual responses