Given the proliferation of service options and add-ons available to today’s mobile user, keeping the customer happy is a task that has become more and more challenging in recent years. As the number of customer services options increase and diversify, the number of disparate business and operational systems involved in that customer’s experience has also increased. As we all know, the backend is not one network and one system, as dozens of legacy and new systems need to integrate to provide one unified view of the customer.
It is possible to manage the end-to-end customer experience, but visibility is key. The best way to achieve this holistic view is to bring all customer-impacting activities together. Only with a comprehensive view of all systems can SPs begin to solve customer problems on one call.
This complete service view will become the single biggest point of competitive differentiation for mobile providers in the coming year. To prevent churn, providers need to respond to business events as they happen, allowing them to proactively address and fix network issues before the customer suffers from poor service and is left with no one to call but the competition.