Page 95 - SAMENA Trends - August 2020

ARTICLE SAMENA TRENDS

The bottom line of this is for all to see. Customer experience in
coming days will become more and more important. Customers
are expecting a seamless experience from onboarding to care
journeys. Customer experience is highly dependent on software
systems of the organization. Enterprises need to upgrade their
IT systems in order to overcome cut throat competition and
customer retention in the world of numerous choices. Also the
number of channels/touchpoints will increase significantly,
think of Chatbot, kiosks and conversational commerce.
Customers are expecting to receive the same service across
all these touchpoints.

What all Telco need is a product suite
that enhances their existing systems by
converging data from multiple IT stacks,
and orchestrating sales and delivery
practices consistently on all touchpoints.
The TM Forum agrees that this approach
to digital transformation provides the

best balance between time-to-market,
cost and risk.

However, many Telco’s are struggling with aging and legacy
IT systems. Mergers and acquisitions in the telecom industry
have led to siloed operation and disjoint IT backend systems,
including an inconsistent distribution of data. All of this
makes it difficult to achieve the required flexibility, agility
and consistency in the customer experience. Complete
transformation of large IT applications are complex, lengthy,
risky and expensive projects.

SIMPLIFY CUSTOMER JOURNEYS
The silo nature of many BSS/OSS make it hard for service
providers to give customers the products and information they
want, when they want it. Vendors often propose an extensive
transformation project to replace inflexible legacy systems.
Such projects are often long, tedious and expensive and
guaranteed to disrupt business. They are looking for a different
approach. What all Telco need is a product suite that enhances
their existing systems by converging data from multiple
IT stacks, and orchestrating sales and delivery practices
consistently on all touchpoints. The TM Forum agrees that this
approach to digital transformation provides the best balance
between time-to-market, cost and risk.

MAKE IT EASY TO SELL COMPLEX PRODUCTS TODAY
Customer today expect a consistent and personalized
experience across all touchpoints. The need is for an end-to-
end customer experience solution with focus on commerce
and sales journeys. The solution needs to drive a complete
transformation of the customer experience in order to keep up
with the “always-connected” customer.

95 AUGUST 2020