IG1149 Guide to Customer Experience Integrator R16.5.1
- Maturity level: Level 4 - Forum Approved
Created By: Customer Experience Management Project
Internet of Everything (IoE) is almost a reality. The Communications and related IT industries are moving fast to implement the ideas developed in labs to the real world. The communications technology evolution that embraces SDN/NFV, 5G and other new media will create the backbone of the connected world to meet the technology and cost challenges involved in realizing the dream of IoE.
It has been proven through various lab projects (TM Forum Catalysts) that this evolution will disrupt the existing business models of various services offered to the customer. For example, vehicle insurance premiums may soon be based on real time feed of vehicle movement on road. This is just one example of telematics or an interdisciplinary field, and many more will evolve over the time.
Disruptions created by digitization have not only introduced new players to the market but have also created opportunities for customers to look beyond conventional ways of getting the services, including through web portals, mobile apps, etc.
It is therefore important to explore the business opportunities created by IOE in the connected world and especially important to look beyond the role of connectivity providers that service provider can consider in IoE landscape.
While IoE will connect the various businesses, not only vertically but also horizontally, creating disruptive offerings for customers, the focus of such offerings must also take into consideration the customer experience across the lifecycle. If the customer experience remains fragmented, it will be a challenge for the customer as well as the providers to manage these services. It is not only the complex service offerings involving multiple parties but also the billions of connected devices, each with thousands of events each day for each customer. Every interaction must be managed not only by customers but also by service providers offering these services. The following are the few of the challenges from the customer’s point of view:
- “Who should I contact for my services?” In connected end to end services, a number of provider will be involved, identifying and contacting each one of them for any services related issues will be a big challenge for customers.
- “Who will manage all the connected devices?” Managing hundreds of connected devices and related events will be a challenge for the customer without the support of a third party.
- “Who will keep the customer informed? In a situation where multiple parties (providers and devices) are involved, it will likely result in a burst of non-linear communication to the customer, creating a disjointed customer experience.
The intention of this document is to present a disruptive business model that can be equally utilized by the traditional service providers, DSPs and others, in order to fulfill the integrated customer experience for various connected services.
The document explores TM Forum Catalyst projects, use cases and even extends it further to present the challenges and opportunities for an integrated customer experience.