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Customer Experience in Communications

Modern Finance
The Age of Hyper-
Personalisation

CSPs ability to deliver a superior digital customer experience will be essential to success. Which steps can CSPs take to transform their Customer Experience capabilities?


Customer Experience in Communications

Today’s smartphone users are making less traditional calls over a mobile network and are flocking to ‘Over the Top’ (OTT) services such as Whatsapp, WeChat and Skype. In competing with OTT players, Communication Service Providers’ ability to deliver superior customer experiences is essential to success, because customer service has proven to be more important than content, product and process.

CSPs have been repositioning their businesses for the past decade in order to take advantage of the digital economy and replace fast-declining voice revenues. With the use of big data analytics businesses are now able to provide the insights needed to build compelling customer experiences, tailored to the preferences of individuals and delivered over a quality-assured network. Ultimately, all changes made must take the customer experience back to the basics, as people are much more willing to complain about poor customer service than any other issue.


How well prepared are CSPs to meet the hyper-personalization agenda?

With the economic potential of individualization so clear, there’s an opportunity for CSPs to push ahead with hyper-personalized services to enable rapid growth. Oracle’s view is that it’s now essential that CSPs utilize digital technologies including cloud-based applications, platforms and infrastructure, mobile devices and data analytics to create the hyper-personalized customer experiences people demand.

CSPs need to ensure they invest in digital technologies

Oracle recommends CSPs focus on flexibility and agility, building a customer experience based on insights from customer, product and operational data. To meet this need, the cloud is a must as it simplifies IT, reduces costs and drives innovation. By becoming a cloud leader, CSPs will find they have the scalability and agility needed to deliver transformational hyper-personalized customer experiences.


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