Thought Leadership

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Making Sense of Subscriber Complexity

The Need to Get a Handle on Choice and Change in Global Communications Markets

Managing the challenge of subscriber complexity and choice in communications and media markets now represents one of the most critical business imperatives facing service providers worldwide. Subscriber expectations are exploding around value, features, services, pricing, quality, convenience, user control, and personalization – with more opportunities than ever to switch allegiances to both established and new disruptive competitors. Yet according to executive research as part of the CMO Council and Customer Experience Board’s “Bringing Dexterity to Subscriber Complexity” campaign, most providers are challenged to meet this changing subscriber demand, more often focusing on issues around technology infrastructure and operational demands rather than accelerating the development of a data-driven, highly personalized user experience.

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