Guavus has announced the launch of a new suite of applications to enable the next generation of contextual customer experience analytics that fully illustrate the customer journey across networks and services.
The new application suite enables communications service providers (CSPs) to correlate and fuse petabytes of streaming and operational data with customer data in real-time transforming the customer experience management (CEM) and marketing functions towards real-time, contextual customer care and proactive business processes. The Customer Experience Analytics suite uses the same data framework as Guavus’ Service Reflex application, which provides insights into service operations, thus providing customers with a complete end-to-end view of the operating environment.
By providing a holistic analytics layer across network, operational and customer data, plus a unified multichannel view, Guavus’ Customer Experience Suite enables enterprises to: monetise and operationalise data for improved contextual care and personalisation, deliver a higher quality experience, drive customer advocacy and increase ARPU, generate new revenue streams by monetising data to third parties for advertising or content personalisation.
“Net Promoter Score has long been top of mind for service providers as a measure of customer satisfaction and loyalty,” said Anukool Lakhina, the chief executive and founder of Guavus. “However, as choice has increased, the playing field has levelled out and CSPs must differentiate through a superior customer experience to remain competitive both with peers and new entrants. As such, they need to understand the dynamics of how their services are impacting every customer experience and leverage that knowledge to take proactive measures and deliver personalised interactions.”
Justin van der Lande, a principal analyst at Analysys Mason, added: “The biggest challenge that so many operators face in drawing actionable insights from their data is that it usually resides in a variety of silos across their organisations. This makes it very difficult to understand network and customer events in the context of one another, and almost impossible to do so within the timescales needed to make that information useful. This is why we’re seeing a trend in operators looking for analytics applications to support specific requirements that consolidate relevant sources of data, provide real-time capability if needed, and require much less effort to implement than using general purpose tools.”
