CIO OPINION
Previously , pricing and network quality were primary factors for customer retention , but now customer experience has emerged as equally important .
Mirza Bukva , Head of Telecom Partnerships
Africa , Infobip
Customer experience can drive African telecom shakeout
Despite having abundant data , African telecom enterprises are not exploiting the potential of analytics and insightdriven personalisation , which prevents them from achieving competitive advantage and maximising revenue growth . Customer expectations can be met by plugging advanced data analytics into the customer experience journey says Mirza Bukva at Infobip .
Customer experience plays a crucial role in determining success in today ’ s interconnected world of modern telecommunications . As consumers increasingly demand seamless connectivity and personalised service , innovative customer experience solutions must become a top priority for telecom enterprises looking to stand out in a highly competitive market .
Previously , pricing and network quality were the primary factors for customer retention , but now customer experience has emerged as equally important . Adopting a new approach to managing telco customer experience requires embracing a comprehensive platform equipped with tools to streamline interactions , anticipate needs , and deliver personalised experiences .
Fundamentally , data-driven analysis plays a crucial role in improving customer satisfaction , and an enhanced customer experience ultimately aids in customer retention . When organisations effectively leverage this valuable source of insight , they gain a significant competitive advantage .
However , despite having abundant data , most telecom operators are not exploiting the full potential of analytics and insight-driven personalisation . This oversight
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