Automating decision-making is high on operators’ agendas. To maximize the customer experience, decisions must be made that reflect the customer’s needs, instantly. This goal is at the heart of the agile operator’s vision.
Data analytics is a large part of the answer to automating decision-making, but must not be seen as the total solution.
The main challenge is that every department or division uses data analytics, but they commonly use it for their own purposes, generally with their own solution. Marketing, for instance, will use analytics to offer customers what they want while networks will analyze the same data to get the best out of the network.
If decision-making can be automated, then the financial implications for operators will be considerable, particularly with this centralized approach.
A new TM Forum proof-of-concept project, the Experience Journey Shaping Catalyst, has set itself the task of changing this siloed approach by implementing data analytics across all divisions. Success will be measured when data is being analyzed from all departments. Critically, this data should include budgets, return on investment data, as well as KPIs and other measurements on which operators are judged.
A holistic approach
This cross-functional approach is key to optimizing how data can be used in a holistic way, flattening out organizations, and creating an environment where, subsequently, the customer experience will be transformed.
Ultimately, this scientific approach will enable the customer journey to improve dramatically.
So important is this cross-functional approach that the champions of this Catalyst include some of the most influential operators in the world: KDDI, Orange and Telekom Malaysia. Designing and creating the solution are Ericsson, Subex, Knowesis and Bulb Technologies. Supplying the academic input is Liverpool’s John Moores University.
This Catalyst draws on other work within TM Forum. It demonstrates concepts from previous and ongoing work around customer experience management, particularly experience lifecycle modeling and customer journeys.
In addition, the project is using return on investment predictions based on TM Forum’s Customer Experience ROI calculator. The Analytics Big Data Repository (ABDR) and analytics use cases is also central to this project.
The findings of this Catalyst will be demonstrated at TM Forum Live! in Nice (May 15-18) and will provide a ‘proof of concept’ that centralized, analytics-based decision-making is not only possible but a very real goal for operators to become agile and remain competitive.
Watch this video for more information: