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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.


  • 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


  • Catalyst
  • Ovum view
  • Key messages


  • 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


  • Methodology
  • Author

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