Thursday, October 9, 2014

More than half of telecoms operators struggling with customer insight strategies

LONDON, UK: Nearly half of telecoms operators believe that integrating insight data from multiple sources is their greatest barrier to obtaining a 360 degree view of their customer base. This is according to the results of a Telecoms IQ survey, released this week.

The survey, conducted ahead of Customer Insight & Analytics in Telecoms, aimed to find out the current challenges and future needs of operators in making their customer insight strategies a success.

Three of the current barriers identified in order to make customer insight campaigns actionable were highlighted to be the latency of customer insight gathering (36 percent), complexities of analysing customers across multiple channels (28 percent) and obtaining investment and buy-in for a customer insights programme (24 percent).

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