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Digital Evolution And The Need For Speed
A new approach to Digital BSS/OSS
"Get Digital Ready fast."
In today’s world, not only is change happening fast, it’s forcing businesses themselves to change fast. Digitalization is the key for accelerating that change.
Digital Transformation is everywhere.
It is seen not only as a tool to cut costs and boost customer experience, but also as a key driver for growth.
AI-Powered Segmentation
As the year comes to an end, the industry pauses to reflect on the likely trends for 2018. A leading prediction in the area of customer management is the integration of digital marketing activities into the customer lifecycle,[1] providing relevant communications along the customer journey. This doesn’t seem like a new concept at a first glance.
But what makes the subject interesting, and even complex, is the multitude of potential communication touch points customers are exposed to throughout their lifecycle, as shown below. The complexity is multiplied by the number of channels through which customers can interact and by the desire to tailor communications by persona or even to the individual.
Will sub-brands help operators break the mould?
Secondary or sub-brands are certainly nothing new in the mobile communications industry. Indeed, many mobile operators have used one or several sub-brands to target different sections of the market, with varying degrees of success.
In recent years, sub-brands have become an important tool for operators in their efforts to fend off competition from new players that threaten the status quo with more disruptive business models. Take France, for example. After Free Mobile broke into the market with a highly competitive offer in 2012, incumbent rivals were under pressure to find a solution to stem the customer exodus. Orange launched the Sosh sub-brand, which offers a simpler range of plans at a lower cost. SFR focused on Red by SFR, and Bouygues Telecom provided SIM-only plans under B&YOU.
Customer Engagement Hub (CEH) – A Key For Unique Customer Interaction
In today’s growing new business era, ‘customer’ and ‘digital’ are clearly inseparable. Mobility is the convergence center of new customer journey and messaging is the common way of customer communication in all channels. Mass has already ended. It is clear that every customer and his/her experience is unique.
Game changer enterprises are pioneers of this digital customer evolution. CMOs have already revised offer and communication strategies. Now their primary consideration is how to optimize customer interactions for the next best action, otherwise they will lose market share for sure. This is a real challenge and CIOs should put themselves in CMOs’ shoes. Thus, enterprise IT evolution progress is at the edge of another critical shift: re-evaluation of existing CRM applications, i.e. a new framework enabling personalized and contextual customer engagement in all touchpoints with all interaction channels.
Unique Customer Engagement With Digital Ecosystems
Customers today expect digitalized, secure and personalized shopping experience within the most convenient times for them. Enterprises should give a meaning of all digital customer footprints for justification and this is only possible with delivering real-time & connected experience across journeys and channels, otherwise customers simply switch to competitors.
Although customers have positive attitude towards personalized offers, still they face with irrelevant recommendations and overmuch offer options among channels.
