skip to main content
Close Icon We use cookies to improve your website experience.  To learn about our use of cookies and how you can manage your cookie settings, please see our Cookie Policy.  By continuing to use the website, you consent to our use of cookies.
Global Search Configuration

Introduction

CSPs are failing to turn omnichannel vision into reality. Why is omnichannel such a seemingly intractable challenge? This report explains why and how to accelerate progress toward an omnichannel customer engagement capability.

Highlights

  • CSPs must pick up the pace on omnichannel to minimize churn and generate growth.
  • Prospect management is a pragmatic place to start to stem the flow of lost revenue, which impacts 70% of CSPs.

Features and Benefits

  • Provides guidance on omnichannel customer engagement and how to speed up development of this critical capability.
  • Identifies six ways that, if adopted, will accelerate omnichannel customer engagement development.

Key questions answered

  • What progress have CSPs made with omnichannel customer engagement?
  • Where should CSPs start and how can they progress their omnichannel customer engagement ambitions?

Table of contents

Summary

  • Catalyst
  • Ovum view
  • Key messages

Recommendations

  • Recommendations for CSPs and other enterprises
  • Recommendations for vendors

CSPs must pick up the pace on omnichannel to minimize churn and generate growth

  • 74% of CSPs have made little or no progress on omnichannel
  • Organizational silos impede omnichannel delivery
  • Common organizational factors exhibited by the more omnichannel-savvy CSPs

Prospect management is a pragmatic place to start to stem the flow of lost revenue

  • 71% of CSPs are missing revenue opportunities through poor prospect management
  • Predictive and prescriptive analytics supported by machine learning
  • The business case for getting prospect management under control is compelling

66% of CSPs may languish in the slow lane based on their technology adoption intentions

  • To be practical, CSPs need an intelligent customer engagement layer to deliver relevance at scale
  • 66% of CSPs are held back by legacy systems thinking

How Virgin Media delivered tangible business results through omnichannel prospect management

  • Key challenges that Virgin Media needed to overcome
  • Virgin Media takes a holistic approach to the omnichannel prospect management challenge
  • Conversion rates have been greatly improved with some surprise findings
  • Management has complete visibility into the pipeline, activities, and results
  • CSPs that have progressed their omnichannel capabilities report significant business results

Six ways to accelerate progress

  • Commit to the customer
  • Create a cross-functional team
  • Unify customer data
  • Design from the customer back
  • Invest in a SaaS customer engagement platform
  • Embed machine learning for dynamic orchestration of the customer experience

Appendix

  • Methodology
  • Author

Recommended Articles

;

Have any questions? Speak to a Specialist

Europe, Middle East & Africa team - +44 (0) 207 017 7700


Asia-Pacific team - +61 (0)3 960 16700

US team - +1 646 957 8878

Email us at ClientServices@ovum.com

You can also contact your named/allocated Client Services Executive using their direct dial.
PR enquiries - Call us at +44 788 597 5160 or email us at pr@ovum.com

Contact marketing - 
marketingdepartment@ovum.com

Already an Ovum client? Login to the Knowledge Center now