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Summary

 

Background

In Omni-channel Management, speed-to-capability is critical. The risk of customer churn increases if customers' expectations are not met. Yet Ovum's most recent research indicates that 70% of communications service providers (CSPs) and those with ambitions to become digital services providers (DSPs) are still in the early development stages of their Omni-channel Management capabilities.

 

These developments can be accelerated if CSPs follow the fundamental principles and best practices outlined in this report. We highlight two case studies that illustrate the level of business transformation required and how progress can be accelerated by adopting the right holistic and customer experience driven approach.

 

Ovum view

Ovum defines Omni-channel Management as the means by which an enterprise enables interactive engagement with its customers in any channel or combination of channels, digital or physical, to achieve a customer's desired outcome, by delivering a contextually relevant and rewarding experience – consistently, securely, and often in real time. Above all it demands a single-minded commitment to the customer without which investment in the latest technologies proves to be wasted. This paper outlines some of the fundamental principles and best practices, including use cases for Omnichannel Management.

Fast-Forward to Omni-channel Management

Core principles, best practices, and guidance for faster development of Omni-channel Management with two reference cases:

1. D+M Omni-channel Management implementation in the audio consumer product industry
2. Vodafone & Huawei TM Forum Catalyst project for telecommunications Omni-channel Management

Fast-Forward to Omni-channel Management

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