Customer Centricity

Shaping the customer journey will be key to providing the optimum customer experience

These days, customers and users are exposed to many, many different experiences. This is partly because new services are coming up all the time and consumers are exposed to many of them via their smartphones. This will increase dramatically with the expected influx of connected  Internet of Things (IoT) devices, including wearables such as fitness trackers and health monitors.

Many of these smart devices will want to communicate directly with the user so interactions will become more frequent, and they may prove difficult to cope with. What the user will be going through is a journey and this journey starts even before they are a customer. It actually begins when the user realizes they have a need for a service and they start looking for information on the product or service. It is then that they start using services and interacting with the service provider by calling customer care, paying bills and even giving feedback via social media.

This is a complex journey and TM Forum has developed tools to capture these but you can only manage what you can measure, and this measurement is very important for customer experience management.

Shaping the journey

Shaping the customer journey means taking actions and decisions to improve each and every interaction with the user, and this is the goal of a TM Forum proof-of-concept Catalyst project called the Experience Journey Shaping. Catalyst leader, Jörg Niemöller from Ericsson, says that the Catalyst will give service providers tools that will allow them to build rules for automated actions that follow their strategy of customer engagement and customer experience management.

The Catalyst will also include a dashboard for CRM (customer relationship management) that shows the momentary journey of the user and the real-time analytics results. In particular, sentiment and satisfaction insights in relation to the user experience will be key. The dashboard will allow a deep-dive into the user-specific insights and to propose personalized actions for improving the user’s journey experience. These actions can also be automated in a process, where real-time insights lead to real-time reactions and proactive actions.

The TM Forum assets used are the Customer Experience Lifecycle model, omnichannel definitions of channel types and selected metrics. As well as deploying existing tools and best practices, the Catalyst is also exploratory in that it examines how to use them together with advanced analytics.

Insights to action

The findings will be of interest to service providers and network operators who are interested in optimizing user experience based on the user journey. The ultimate goal is to derive actionable insights for customer experience improvements and also automate the personalized actions. It represents a significant advance in the use of tools like customer journeys to achieve tangible business goals.

The Catalyst demonstrates an integrated solution for some of the most pressing issues in customer experience management: real-time, automated and personalized action, all based on individual experience journeys.

The champions for the Experience Journey Shaping Catalyst are KDDI, Orange and China Telecom and the participants include Ericsson, Subex, Knowesis and John Moores University. The Catalyst will be demonstrated at TM Forum Live! Asia (December 7-8, Singapore).

Watch this video interview with Ericsson’s Jörg Niemöller for more details:



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About The Author

Catalyst Evangelist

Tony Poulos is TM Fourm's Catalyst Evangelist. He freelances for several industry publications and is video anchor and a columnist for Telecom Asia. Tony is a regular speaker and moderator at conferences worldwide and has worked as a contributing analyst for IDC.

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