Telcos Tune Customer Experiences With Behavioral Analytics

Customer experience optimization is key to business success in all industries. Business process pros must balance process skills, execution best practices, and a growing set of tools for behavioral analytics to enhance the customer experience, improve retention, and boost the bottom line. Forrester asked customer relationship management (CRM) professionals in the telecommunications industry how they have deployed behavioral analytics into next best action for customer experience optimization in multichannel CRM. Many of these initiatives involve investments in customer data management, advanced analytics, voice of the customer (VoC), decision automation, social networking, and knowledge management. Our research found that CRM pros in this industry vary widely in the extent to which they have instituted structured process governance and change management to tune next-best-action decision logic — such as predictive propensity models and deterministic business rules — that shapes the customer experience across multichannel sales, marketing, and customer service environments.