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Consumer behaviors continue to evolve as new mechanisms for communicating and sharing emerge. Their expectations are also being shaped by the technologies and positive experiences enabled by internet ecosystem drivers such as Amazon, Alibaba, Facebook, and Uber.


Simultaneously, OTTs, content providers, and aggregators are vying for market position and customer attention. Against this backdrop, rampant commoditization continues to erode profit margins, leading some to believe that the only source of differentiation now is the quality of the customer experience.


Ovum view

Telcos must take a two-pronged approach to profitable growth in order to survive and thrive in such a volatile, unpredictable, complex, and ambiguous environment. The first prong is to focus on delivering an orchestrated omnichannel customer experience that supports all customers through every interaction moment across their various journeys and helps them achieve their desired outcomes.


The second is to ramp up their ability to innovate continuously to create or co-create new digital services designed to attract and retain customers. An effective omnichannel capability also provides the path to the customers, enabling them to find, configure, and subscribe to relevant services that meet their specific needs. This means that omnichannel provides an essential foundation for creation and delivery of new digital services and growth.


In this paper, we explore how consumer behaviors are evolving and what telcos must do to develop the ability to orchestrate the customer experience. This is essential to ensure that customers will want to stay long enough to enjoy the new digital services developed as telcos morph into digital services providers.

Orchestrating the Omnichannel Customer Experience Whitepaper

Key messages

  • Consumers' communications behavior has changed; traditional network-based services are still important, but advances in IP-based technologies have raised consumers' communications intelligence and expectations.
  • Telcos are also undergoing digital transformation in order to respond to rapidly changing market dynamics, including the move to multiplay, the rollout of 5G networks, and the use of artificial intelligence.
Orchestrating the Omnichannel Customer Experience

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