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2. Why CEM initiative Fail?
1 2 Networ 3
CEM cuts across Business Difficult to evaluate
k CEM cuts across
Lines, political barriers, business value and Networks and IT and
no clear ownership, defend involves complex
usually no CEO integrations with various
sponsorship Location Device systems
4
CEM 5
Difficult to change Short-term focus vs.
operator’s mindset from long-term commitment.
Custom
network centric to It takes time to
Service
er
customer-centric time operationalise CEM and
reap benefits
Usage
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3. How to make CEM Initiatives successful?
Networ
k
Engage at the top. Board/CEO
Location Device
level commitment is needed
for overcoming political
CEM barriers between different
business groups
Custom
Service
er
Usage
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4. Identification of Business Problems
Customer Experience Initiative
Networ
k
can’t solve all business problems
Location Device
Have good functional coverage of
CEM business issues CEM can solve
Custom
Service
er
Think hard and prioritize in terms of
Usage
value and ease of implementation
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5. All Stakeholder involvement and Commitment
Networ
k
Location Device
CEM
Engaging all
stakeholders –
especially business
is critical
Custom
Service
er
Usage
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6. Defending Business Value
Networ Conduct a Proof of Concept and use findings
k to build solid business case
If PoC not possible, use equivalent data from
Location Device
other references to build business case
CEM Make realistic and conservative assumptions
that can be defended
Custom Base lining of status quo is important as it
Service
er forms the basis for improvements
Agreed methodology and proof points to
Usage measure and track benefits after
implementation
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7. Business Process optimization necessary to
operationalise CEM
Networ
k
1
Analysis on impacted
Location Device Business processes
1
3
CEM
3 2
Custom Implement changes and track
Service
er 2 their efficiency
Usage
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8. Managed CEM
Networ
k
Location Device
Golden nuggets from vast amount of
data dust should be mined on a continuous
basis to ensure continuous, long-term value
CEM of CEM implementation
Custom
Service
er
Usage
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9. Organizational Changes
Pre-CEM Post-CEM
Networ
k Consumer
Consumer Customer Care Devices
Customer Care Marketing
Marketing
Location Device
Network Planning Enterprise Customer Experience
and Optimization Marketing Operations
Network
Operations
Devices
CEM Network Planning Network
and Optimization Operations
Custom
Service
er
Usage
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10. Resources Needed
• Business Consultant and process consultants needed for
Networ
k
business value realization and process re-engineering
• Solid telecom and data warehouse architects are needed
Location Device
during design, deployment and initial operational phase
• Experience and competent project mangers and program
CEM
manager is needed to oversee complex CEM implementation
• Experienced data miner/data analysts needed to mine golden
nuggets on a continuous improvement Service
Custom basis
er
Usage
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11. CEM Implementation & Deployment best Practices
Networ
k
Function and Acceptance Rollout in Rollout to
Signoff Business Architecture and
Implementation Performance Test limited area wider area
Requirements Design
Testing
Location Device
Prioritized list Logical and Data loading, Unit testing and Execute agreed Deploy CEM and
CEM
of CEM Physical service model load testing in acceptance test validate data Operationalise
Interventions architecture, and dedicated test plan and signoff quality and CEM processes
service model visualization environment to ensure insights and start
and implemented ensure quality integrity and business value
Visualization
quality measurement
signed off
Custom
Service
er
Usage
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