Customer experience systems
Encyclopedia
Customer experience systems are integrated business and operational support systems (BSS/OSS) that particularly address service providers’ mandate of focusing on the customer experience
.
, wireless
, broadband
cable
, satellite
) and other companies competed through product differentiation
and price points. Today, with products more and more commoditized and price differences negligible, the remaining differentiator is how well a company can deliver a customer experience that is personalized, rewarding, and meets customer needs. (Peppers & Rogers 2005)
Customer experience systems support service providers’ efforts to transform into customer-focused organizations as they recognize that consumers, not products, are driving today’s market. These systems power the front and back office (BSS/OSS) and integrate bill
ing, customer relationship management
(CRM), ordering, self service, digital
content delivery, service fulfillment and assurance, and network
planning. (Musico 2008)
Software companies that sell these applications, including customer care and bill
ing vendors, and increasingly, network equipment providers
, can be considered providers of customer experience systems when their offerings are appropriately integrated. The first customer experience systems were introduced by Amdocs
.
Business Week's Jeneanne Rae says, “Building great consumer experiences is a complex enterprise, involving strategy
, integration of technology
, orchestrating business models, brand
management and CEO commitment
.” (Rae 2006)
Service providers employing experienced-based differentiation will be able to bridge this disconnect and deliver products and services that meet customer needs, according to Forrester
analyst Maribel Lopez. “These new experience-based providers will integrate both internal and external innovations to create end-to-end customer experiences.” (Lopez 2007)
Customer experience systems are components in making the shift to delivering valuable customer experiences, particularly in a digital world.
Customer experience
Customer experience is the sum of all experiences a customer has with a supplier of goods or services, over the duration of their relationship with that supplier. From awareness, discovery, attraction, interaction, purchase, use, cultivation and advocacy...
.
Systems Reflect New Customer Orientation
In the past, service providers (wirelineWireline
In the oil and gas industry, the term wireline usually refers to a cabling technology used by operators of oil and gas wells to lower equipment or measurement devices into the well for the purposes of well intervention and reservoir evaluation....
, wireless
Wireless
Wireless telecommunications is the transfer of information between two or more points that are not physically connected. Distances can be short, such as a few meters for television remote control, or as far as thousands or even millions of kilometers for deep-space radio communications...
, broadband
Broadband
The term broadband refers to a telecommunications signal or device of greater bandwidth, in some sense, than another standard or usual signal or device . Different criteria for "broad" have been applied in different contexts and at different times...
cable
Cable
A cable is two or more wires running side by side and bonded, twisted or braided together to form a single assembly. In mechanics cables, otherwise known as wire ropes, are used for lifting, hauling and towing or conveying force through tension. In electrical engineering cables are used to carry...
, satellite
Satellite
In the context of spaceflight, a satellite is an object which has been placed into orbit by human endeavour. Such objects are sometimes called artificial satellites to distinguish them from natural satellites such as the Moon....
) and other companies competed through product differentiation
Differentiation (economics)
Differentiation is a concept used in business strategy and describes one of the three ways to establish competitive advantage.Differentiation advantage occurs when a firm delivers greater services for a non-unlimited higher price than its competitors...
and price points. Today, with products more and more commoditized and price differences negligible, the remaining differentiator is how well a company can deliver a customer experience that is personalized, rewarding, and meets customer needs. (Peppers & Rogers 2005)
Customer experience systems support service providers’ efforts to transform into customer-focused organizations as they recognize that consumers, not products, are driving today’s market. These systems power the front and back office (BSS/OSS) and integrate bill
Bill (payment)
A bill or invoice is a document requesting payment for an order previously supplied. Presentation of a bill is common practice on the part of credit card companies, utilities, and other service providers...
ing, customer relationship management
Customer relationship management
Customer relationship management is a widely implemented strategy for managing a company’s interactions with customers, clients and sales prospects. It involves using technology to organize, automate, and synchronize business processes—principally sales activities, but also those for marketing,...
(CRM), ordering, self service, digital
Digital
A digital system is a data technology that uses discrete values. By contrast, non-digital systems use a continuous range of values to represent information...
content delivery, service fulfillment and assurance, and network
Computer network
A computer network, often simply referred to as a network, is a collection of hardware components and computers interconnected by communication channels that allow sharing of resources and information....
planning. (Musico 2008)
Software companies that sell these applications, including customer care and bill
Bill (payment)
A bill or invoice is a document requesting payment for an order previously supplied. Presentation of a bill is common practice on the part of credit card companies, utilities, and other service providers...
ing vendors, and increasingly, network equipment providers
Network Equipment Provider
Network Equipment Providers are companies that provide communication solutions to Service Providers like fixed or mobile operators as well as to Enterprise customers. If you place a call on your mobile phone, surf the internet, join a conference call or watch a video on demand through IPTV – it...
, can be considered providers of customer experience systems when their offerings are appropriately integrated. The first customer experience systems were introduced by Amdocs
Amdocs
Amdocs Limited is a provider of software and services for billing, customer relationship management , operations support systems...
.
Customer Experience Systems Support Transformation
A 2006 Bain and Company report found that 80 percent of executives believed their company delivered a superior customer experience, while only eight percent of customers said they received one. (Bain 2006)Business Week's Jeneanne Rae says, “Building great consumer experiences is a complex enterprise, involving strategy
Strategy
Strategy, a word of military origin, refers to a plan of action designed to achieve a particular goal. In military usage strategy is distinct from tactics, which are concerned with the conduct of an engagement, while strategy is concerned with how different engagements are linked...
, integration of technology
Technology
Technology is the making, usage, and knowledge of tools, machines, techniques, crafts, systems or methods of organization in order to solve a problem or perform a specific function. It can also refer to the collection of such tools, machinery, and procedures. The word technology comes ;...
, orchestrating business models, brand
Brand
The American Marketing Association defines a brand as a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."...
management and CEO commitment
Commitment
Commitment may refer to:*Promise, or personal commitment*Contract, a legally binding exchange of promises*Brand commitment*Involuntary commitment, the use of legal means or forms to commit a person to a mental hospital, insane asylum or psychiatric ward...
.” (Rae 2006)
Service providers employing experienced-based differentiation will be able to bridge this disconnect and deliver products and services that meet customer needs, according to Forrester
Forrester
Forrester may refer to:* Forrester Research, a market research company* Forrester RFC, a Scottish Rugby Union football club* Forrester , people with the surname Forrester-See also:...
analyst Maribel Lopez. “These new experience-based providers will integrate both internal and external innovations to create end-to-end customer experiences.” (Lopez 2007)
Customer experience systems are components in making the shift to delivering valuable customer experiences, particularly in a digital world.