TM Forum Shifts Customer Experience Mindset at CEM InFocus 2013 -- Second-annual event in Kuala Lumpur showcases businesses embracing customer centricity; new TM Forum tools deliver customer engagement metrics, lifecycle management, maturity models and more to help transition from customer experience to customer engagement
CEM InFocus 2013, Kuala Lumpur, Malaysia: As a slew of over-the-top services threaten the bottom line of traditional service providers, they are turning to customer data analysis and customer experience management (CEM) initiatives to better understand what their customers want, how happy they are, and how to avoid churn. In fact, according to a survey by TM Forum, 70 percent of service provider attendees at a recent customer engagement workshop in San Jose, Calif., said that creating a customer engagement strategy is “critical or very important” to sustaining engaged customers and re-engaging profitable disengaged customers.
Today, many existing customer experience management programs only take a snap shot of one customer interaction over a short period of time, and don’t fully uncover the customer’s needs. As a result, at its CEM InFocus 2013 event in Kuala Lumpur, Malaysia, TM Forum is helping businesses move away from measuring individual aspects of an experience to measuring the sum of each customer’s interaction, or engagement level, over a longer period of time.
From demonstrating the benefits of a customer engagement strategy and the ROI of customer centricity, to driving engagement in the digital environment, to a CXO roundtable on innovating the customer experience for the digital era, CEM InFocus 2013’s thought-provoking keynotes, panels and sessions are covering all the angles of one of the industry’s hottest topics.
“Many service providers have a departmental approach to customer experience and take bits of data, break them down into the smallest chunks and get poor results,” said Steve Cotton, director of business assurance programs, TM Forum, who is speaking at the event. “Businesses need to shift their thinking and sample data to understand each customer touch point and experience over time. It’s really about paying attention to the customer journey, and shifting the business focus from short-term business activity like cost reduction, churn reduction and revenue growth, to the longer view of customer engagement.”
The event is just one way that TM Forum is helping service providers continuously grow their business by moving beyond traditional customer experience, and exploring how to enable one-to-one customer engagement to maximize market share, customer loyalty and growth opportunities. In addition to a new Customer Engagement Program, TM Forum’s Frameworx 13.5, the latest version of TM Forum’s suite of best practices and standards, includes many features focused on customer engagement:
* 250 new Customer Experience Management Metrics
* An enhanced Customer Experience Management Maturity Model to improve usability (An enhanced Customer Experience Lifecycle provides common language, definitions and mappings to Frameworx for all stages of a customer’s journey (continued...)