CX & CRM Innovation: Best Practice Cases Review
2019.12.23   |   33 pages   |   Revenue Continuity

Author:
Robert Harrison


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Key Infographic

 

Introduction

The provision of excellent customer experience (CX) has become an important differentiator for MNOs operating in saturated and highly competitive markets. An important part of providing an excellent customer experience is effective CRM that streamlines the delivery of services while providing MNOs with valuable data on customer behaviours and expectations.

This report provides an overview of best practice in providing a good CX and developments in capabilities of CRM  with the use of, e.g. machine Learning (ML) and artificial intelligence (AI). 

 

Three i3

 

Companies: AT&T, Cricket, KDDI, Dialog Axiata, Globe, MTN Cameroon, Safaricom, Swisscom, Nokia, Google, IPsoft, Salesforce, Cogita, Amdocs, Adobe, Accenture, Vodafone, Cloudera, Telegram, Facebook Messenger, Telkom Kenya, Adobe Sensei, Adobe Cloud,

Countries: Cameroon, Sri Lanka, Japan, Kenya, Phillipines, Switzerland, US, Nigeria, South Africa,

Keywords: Customer Experience, predicting customer behaviour, customer journeys, ML, smart speakers, chatbots, M-PESA, sentiment analysis, AI, Artificial Intelligence, Zuri, Machine Learning, deep learning, MVNO, MNO, webchat,

1

Overview

1

1.1

Key Infographic

1

1.2

Introduction

1

1.3

Three i3…..

1

2

Background and Content

2

2.1

Background to the Report

2

2.2

Report Content

3

2.3

Currency and Conversions

4

2.4

Further Questions and Feedback

4

3

Developments in CX and CRM

5

3.1

Introduction

5

3.2

Customer Experience (CX)

5

3.3

CRM and Developments in AI

7

3.3.1

Data Analysis

7

3.3.2

Deep Learning

8

3.3.3

Recognition of Human Emotions

9

4

Creating Customer Centricity

11

4.1

Introduction

11

4.2

MTN Cameroon – Changing Culture

11

4.3

Globe – Improving CX and Use of ML/AI

13

4.3.1

Globe and AI.

15

4.4

Cricket – A US MVNO Improving CX

16

5

Impact of ML/AI on CX & CRM

21

5.1

Introduction

21

5.2

Safaricom – Tracking Customer Experience

21

5.3

Dialog Axiata – Predicting Customer Behaviour

24

5.4

Swisscom – AI in CRM/Marketing

26

5.5

KDDI – AI - Network Performance Assurance

28

6

Conclusions

29

6.1

Key Findings

29

6.2

Conclusions

30

7

Recommendations

32

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