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This case study highlights how Finnish operator DNA developed a customer experience management (CEM) solution in partnership with Ericsson.


  • The key objective for DNA and Ericsson was to improve customer experience by increasing agent visibility into customers' perception of service quality.

Features and Benefits

  • Learn how CSPs can improve customer experience by continuously enhancing visibility into service behavior.
  • Provides insights into the role of big data and analytics in solving the customer experience challenge.

Key questions answered

  • What approach did Ericsson and DNA take in deploying the solution?
  • Why was it critical for DNA to prioritize improving customer experience?

Table of contents


  • Catalyst
  • Ovum view
  • Key messages

Recommendations for the CSP industry

  • Recommendations for CSPs
  • Recommendations for vendors

Improving customer experience by continuously enhancing visibility into service behavior

  • Setting the business context

The role of big data and analytics in solving the CX challenge

  • The existing landscape hindered DNA's care agents' view of customer issues
  • DNA embarks on a transformation journey involving people, processes, and tools
  • Ericsson provides a CEM solution that uses big data analytics to provide greater visibility to care agents

Outcome assessment

  • DNA's CEM solution yields multiple results and benefits

Lessons learned

  • Develop CEM solutions that are data-driven and unify network and customer data
  • Get your employees involved in CEM strategy
  • Work closely with vendor partners to develop agile development practices
  • Track KPIs relative to customers' perception of services provided
  • Support your CEM solutions with a knowledge-based system


  • Methodology
  • Further reading
  • Author

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