Analyst Report

Future Customer Experience

From Digital to Omnichannel

An intense focus on radically improving customer experience (CX) is shaping communications service providers’ (CSPs’) business strategies worldwide. From reorganisation and digital transformation to big data initiatives and adoption of new technology, CX has become a focal point of effort, investment and performance evaluation.

This report, based on a targeted survey of 61 TM Forum members, analyses the drivers for and challenges to improving CX, with special focus on digital CX, omnichannel, personalization, retail shops, emerging technologies like artificial intelligence (AI), and transformation of legacy systems to support digital CX.

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