Operators give themselves 4/10 in UXP Systems’ digital transformation survey, admit they lag behind OTT
UXP Systems, has released the startling results of a European Operator Survey that assesses their ability to provide digital services, and compares them to other providers.
The survey highlights priorities, issues and measurement for operators transitioning to provide seamless Digital Service Experiences for their users.
In a comprehensive digital transformation survey performed at the Customer Experience Management (CEM) in Telecoms Global Summit in London in January, UXP Systems asked operators to assess common elements involved in operator transformation: to rank specific concepts, rate their own capabilities, score specific methods to deliver value and comment on organisational realities within their own legacy environments.
“For this survey we polled some of the world’s leading experts in customer experience management, and while we were not surprised with operator assessments on the overall strategic importance of moving to user-centric, digital service experiences for users of their services, many other elements regarding strategy and self-assessment were quite eye-opening,” said Jim MacDonald, VP of Global Marketing at UXP Systems.”
“It is clear that operators are struggling as they try to find an approach to take their legacy B/OSS systems and processes and create the necessary user-based infrastructure to provide competitive, digital user experiences for anyone who consumes their service,” he added.
In the survey operators were asked to rank specific capabilities necessary to provide digital service experiences for users. The top five ranked were:
1. Simplifying the way users onboard new services and manage their services digitally
2. Capturing user-level interaction data for every individual user of services
3. Being able to give each user account specific privileges, preferences, and access
4. Personalising self-care, access, and the service experience for every individual
5. Having a one to one relationship with every user who consumes an operator’s service (ie: not just the account holder)
In terms of self-assessment, the operators didn’t hold back in terms of comparing their own capabilities to their competition, including OTT offerings, with an overall average of 4.2/10 with 0 being “developing capability” and 10 being “leading capability”.
The survey went on to cover areas including business value; how operators plan to deliver value back to the business once they’ve transitioned to digital service delivery, as well as what part of their business organisationally should be responsible for this type of technology.
“There is no question that operators continue to struggle in their quest to put themselves at the centre of each of their user’s digital life,” said Mark Mortensen, research director and practice leader at Analysys Mason. “These findings highlight the need for operators to consider the lifecycle of every individual who consumes a service in order to provide a user experience that is second to none, and in the process provides the operator with the valuable user data they need to maximise their monetisation capabilities.”
For more information on the survey findings, download the associated infographic.
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