Mobile operator focus on CRM has increased in recent years due to growing saturation in many markets. The ‘low-hanging fruit’ excuse of just picking up new subscribers to replace those that might flee has been eliminated.
(PRWEB) December 16, 2014
RCR Wireless News spoke with more than a dozen companies, including mobile operators U.S. Cellular and C Spire, vendors like Amdocs and Salesforce.com and industry analyst firms 451 Research and Analysys Mason to gain deep insight into the current CRM market. The report, entitled “Customer Relationship Management: Predicting Subscriber Health” contains vital takeaways including how mobile operators are tapping into CRM platforms to fight churn; the advances vendors are implementing into their solutions in order to support customer efforts; and the growing importance of social media is having on CRM. These efforts are going to be further challenged as mobile operators move to transition core voice services to IP-based data networks.
- How CRM fits into customer care
- Market potential for CRM vendors
- How mobile operators are using CRM platforms to keep customers happy
- How network virtualization is impacting the CRM space
- The impact social media is having on CRM and how the industry is adapting
- Dan Meyer, Editor-in-Chief, RCR Wireless News
- Sheryl Kingstone, Director, Research, 451 Research
- Nibha Aggarwal, Senior Director, Amdocs
“While analysts have highlighted the significant growth potential of the CRM market, there remain numerous challenges for both vendors and mobile operators,” Meyer explained. “One of the most interesting was also one of the most basic: consistency. Several people I talked with noted that mobile operators can have a very positive impact on customer health by just providing a single message across all of their interactions. If a customer gets one story from an in-store representative, they should get that same story if they call into a call center or interact with a carrier via social media channels.”
Social media was a significant focus of the report, as consumers continue to flock towards social media channels like Facebook and Twitter for interaction with their mobile operator. While social integration would seem to be a simple process, mobile operators, vendors and industry analysts noted the challenges embedded with such moves, which have in the case of some operators prevented them from fully embracing social media efforts.
“Social media remains a bit of a conundrum for the CRM market,” Meyer added. “The opportunities inherent in tapping social media channels for near-real time interactions with customers cannot be dismissed. However, the anonymous nature of social media creates a significant challenge in terms of how they authenticate who is a real customer and deal with the privacy issues tied into authentication. Social is indeed a challenge that the CRM market is going to have to continue fighting as the opportunities are too significant to ignore.”
About RCR Wireless News
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