Customer Experience Takes Centre Stage at the Comptel User Group

We began the 2011 Comptel User Group yesterday with our second annual OSS/BSS industry analyst day. As I previously mentioned, customer experience was a major theme within each of the presentations.

Our CEO, Juhani Hintikka, first explored the concept of data as the new oil—operators haven’t tapped the potential of subscribers’ information, he explained. In order to create customer loyalty and, at the same time, derive new sources of revenue, they need to exploit every event or transaction in a customer’s lifecycle (without compromising privacy) in order to gain critical insight and take proper action in real time.

Greg Scullard from Comptel’s CTO Office took this thinking a step further. Operators have largely focused on processing orders without developing real relationships with customers. But, as he noted, time is of the essence, and it’s the details that are paramount to winning customers’ hearts, minds and wallets. Operators should instead make analysing subscribers’ behaviours a priority; by doing so, they can find a way to interact with customers much earlier than points of sale, proactively ease their frustrations and prevent churn.

Whether speaking about next-generation fulfillment, the evolution of mediation and charging, or the potential of these two core Comptel areas when combined (e.g. dynamic SIM management), the leadership team proved that operators really need to think about OSS as an integral component to improving the customer experience and enabling their businesses.

Overall, the day’s conversations on customer experience were informative and lively, and industry analyst feedback on our corporate strategy and technology vision was positive. We look forward to building on the discussions today with our customer and partner presentations, and tomorrow with several interactive roundtable sessions.