The main barrier to implementing CEM is the difficulty in securing cross-organizational cooperation. Almost half of respondents saw poor data quality as the second-to-top barrier, according to a survey conducted by Heavy Reading and sponsored by Alcatel-Lucent.
“Through this study, we want to present the telecoms industry with a wide-ranging view of what service providers around the world are doing in the area of customer experience management. One thing that jumped out to me is how serious service providers are about understanding the experiences that their customers have with various products and services, so that any problems can be corrected and customer loyalty can be improved,” said Greg Owens, senior marketing director, Customer Experience Solutions (CXS) at Alcatel-Lucent.
“Service providers are looking at customer experience management to differentiate in an increasingly crowded and competitive market. They are all approaching CEM from different starting points, however, and typically find it difficult to implement it in a holistic, differentiated way. Our survey results have yielded a rich stream of insights into service provider CEM, particularly around their specific reasons to invest in CEM,” said Caroline Chappell, senior analyst at Heavy Reading.
