Nokia Siemens Networks, in collaboration with Light Reading, recently conducted a Customer Experience Management (CEM) benchmark survey where over 300 telecom industry professionals reported on their CEM perceptions, readiness and deployment plans.
Results showed operator investment plans, type, and timelines. Nearly one third of network operator respondents said their company expects to have their CEM implementation completed within the next 6 months. But the vast majority of respondents said they don’t expect their CEM implementation to be complete for one to three years. “This result points to a significant deployment gap between early CEM adopters and their competitors,” the survey report by Heavy Reading summarized.
The survey results also revealed that nearly 60% want to invest in CEM to improve customer retention. This makes sense. We’ve done the math from our Operational Efficiency Benchmark reports from 2011, and saw that subscriber churn directly impacts profitability in all markets. Having to replace churning subscribers, operators incur another round of rather high acquisition and retention costs. Thus, churn has a negative impact on the EBITDA margin.
On Valentine’s Day, Nokia Siemens Networks launched CEM on Demand, our latest innovation for Customer Experience Management, which helps to put a little love back into the operator-subscriber relationship. CEM on Demand provides a single entry point to a customer centric dashboard view of insight – even down to the individual customer – is based on key performance indicators (KPIs) and needed improvement actions.
The response to the launch was nothing less than excellent. Customers were lining up to see the live demo at our MWC12 stand, and said they had seen nothing like CEM on Demand in the whole show. Many said that they want to have it right away.
We were also very pleased about the good analyst response: “Effective customer experience management requires a holistic, cross-organization approach and an ability to isolate the key insights that really make a difference to the customer experience out of the huge volumes of event data an operator generates. Nokia Siemens Networks’ CEM on Demand addresses these requirements, by providing a centralized CEM function that can be used by multiple stakeholders across the operator organization and by building in CEM intelligence based on its global experience of tried and tested best practices and KPIs.” Caroline Chappell, Heavy Reading, commented.
It’s responses like these that further strengthen what I already know: Nokia Siemens Networks has a fantastic portfolio in Customer Experience Management. Innovations like CEM on Demand will make it easier than ever to manage the customer experience – and it will also make it easier for operators to further deploy CEM solutions.
Light Reading webinar sponsored by Nokia Siemens Networks:
Customer Experience Management: Perceptions, Readiness and Deployments29th March, 5 p.m GMT
Together with Sarah Wallace from Heavy Reading, we’ll discuss the results of our benchmark survey in a webinar on March 29. I will also address the best way for operators to attain integrated, end-to-end CEM that enables a real-time customer experience that leads to increased customer satisfaction and retention, and share case examples with real business benefits from Nokia Siemens Networks’ CEM implementations.
To register for this free session on Thursday, March 29, 2012 at 12 p.m. New York / 5 p.m. GMT, please click here.
I look forward to continuing this discussion with you then.
Alex Hawker is Head of Global Sales, Business Solutions at Nokia Siemens Networks