Definition of CEX Aug2014

The Definition of CEM and CEX – Customer Experience

What is Customer Experience Management? Everything a CSP does should avoid a negative customer experience. Doing OSS/BSS right and in a timely manner is a good start. But it’s only the start…

In modern communication service providers (CSPs) a far greater focus is now put on proactively improving the customer experience, with new applications emerging that improve the quality of the networks and services for all customers, or focus on specific regions or even individuals to address their issues and needs.

In some market, customer turn-over can be as high as 30-50% annually. This is a big problem for CSPs when the cost to acquire a new customer is very high, and maximizing lifetime value from a customer is critical to achieving profitability.

Customer experience management (CEX or CEM) emerged out of traditional OSS fields like Service Assurance and Performance Management. These were largely engineering, network-focused applications originally. The modern twist is the refocusing on the customer rather than on the network.

While an optimized, functioning network is a good thing, one has to be mindful that a technically ‘good’ design is not necessarily the same as a ‘good’ solution for customers.

If nothing else, CEX focuses effort and budget on network planning and engineering tasks that have thegreatest benefit to customers.

At its best, CEX drives company strategy, defines operational policies, and identifies issues and opportunities to make customers happy, well before a network alarm is raised.

CEX is a broad discipline that by its nature must traverse the CSP’s many business functions as well as spanning BSS and OSS processes.

To learn more about how OSS delivers Customer Experience, download OSS Line’s Guide to Modern OSS.


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