The document discusses a data-driven customer experience management framework for the mobile telecommunication industry. It summarizes research from 8,000 customer experience executives and 53 authorities that found problems in customer perception despite investments, due to disjoint practices, silo mentalities, and obsolete measurement methods. The framework is based on descriptive, predictive, and prescriptive analytics to form an integrated, actionable solution by aligning company delivery to customer value chains through effective internal communication. Oxford Data Science Centre offers services including customer segmentation, journey mapping, personalization, quality assurance, and predictive analysis to help develop an analytical framework and apply analyses.