TECH SUPPLIER Jun 2021 - Market Perspective - Doc # AP45980920

Monetizing Customer Experience with Contextual Marketing: A Road Map for Communications SPs


Yash Jethani, Duncan Tan,
Nikhil Batra
Hugh Ujhazy

This IDC Market Perspective on customer experience (CX) monetization covers a quick view about vendor capabilities, country benchmarking, and different operator strategies in Asia/Pacific (excluding Japan) (APEJ). This report also dives deep into stitching some high-level digital transformation (DX) key performance indicators (KPIs) over different customer stages, including acquisition, retention, management, renewal, and upsell, with CX KPIs covering offer design, launch, curation, and enhancement as well as network KPIs.

"With the data deluge for telcos, CX professionals/teams must adopt a cloud-native and headless architecture and imbibe a product-centric and agile approach to arrive at customer lifetime value, experience outcomes, and focus on the net promoter score (NPS) at each step of customer interaction to build a solid ROI. This will enable them to develop a holistic view of their monetization capabilities even as they add edge, 5G, and third-party over-the-top (OTT) services," says Yash Jethani, research manager for telecom, IDC Asia/Pacific.



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