EDITORIALFEBRUARY12
Defi ning Experience
solutions aimed at enabling operators to address and improve their CEM concede that not all the enthusiasm for the topic is genuine. Some go so far as to describe much of the discussion surrounding CEM as ‘guff’. There are two reasons for this: fi rst, no
T
operator in business can afford to be seen as anything other than devout in its pursuit of quality customer experience. Second, and more crucially, it’s extremely diffi cult to put into practice the theory of successful CEM. This theory stresses that concern over the customer experience should penetrate every element of the operator’s business. And when you consider that this runs from the bored teenager working Saturdays in a commuter town retail store to the third-party provided engineer tasked with ensuring quick resolu- tion of network issues—and everything in between—it’s easy to see where the funda- mental diffi culty lies. For all that, CEM is emerging as the new
competitive battleground for mobile operators, as other points of comparison have either been worn fl at, or taken from them by over the top players. The lack of interest shown by some of those OTT players in managing the customer experience should put operators in a solid position to build relevance and dependency—if they are able to structure and prioritise their business accordingly.
here is a great deal of lip service paid to Customer Experience Management in this industry. Even people who sell
In this issue of MCI we take three phases of the customer life cycle—retail, contract dura- tion and retention—and look at how operators can and do promote customer experience man- agement within them. An interview with David Ffoulkes-Jones, CEO of CEM specialist WDS, completes our special focus on this new trend. Nothing else in the industry evolves with
such frequency as the device space, of course, and the second of this issue’s twin themes is the handset sector. 2011 was an eventful year for many of the players in this space, and 2012 will be a proving ground for several vendors whose futures could yet swing in very different directions. In the lead handset feature we have
exclusive comment from operator handset specialists who, between them, oversee the purchase of some 150 million mobile devices every year. We also take a look at the applica- tion and framework space, and peer into the future to see how the form factor and user interface of the mobile device as we know it might be revolutionised. As we go to press the industry is gearing
up for MWC, at which all of these issues will doubtless be the subject of intense scrutiny. Doubtless many of our readers will be going to the show. I hope you have a fruitful trip this year and, if you can’t make it, be sure to keep your eyes on
Telecoms.com for updates on the most interesting developments.
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Mobile Communications International | First for news, best for business
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