J'son & Partners Consulting: world experience using CEM in mobile communications
The company J'son & Partners Consulting presented a summary of the study of international experience in the use of CEM mobile, where it is noted that the concept of CEM (Customer Experience Management, management of user experience) appeared quite a long time but only recently it has occupied an important place in the field of mobile . The relevance of this trend in Russia increased with the growth of competition in the industry, in particular, because of the upcoming implementation mechanism for storing subscriber numbers when changing from one operator to another (MNP), the introduction of high-speed networks LTE, greater attention to the quality control of mobile communications, because of pressure from OTT-services, etc.
According to one definition, "Managing user experience (CEM) - a set of processes used by the company to track, control and organization of each event of the interaction between the consumer and the supplier during the period of use of the product or customer service. The main objective is to optimize the CEM all elements customer interaction in order to increase customer loyalty and reduce churn.
With the saturation of the mobile market and the growth of competition in the Russian mobile operators are increasingly focused on the client experience. Customer loyalty - an important factor for Russian operators, especially in view of the entry into force of the law on the preservation of subscriber numbers when changing from one operator to another (MNP).
It is expected that a large part of the market CEM will be connected to high-speed 3G networks and 4G, which will be dominated by the volume of traffic, so it is in this segment will be mainly focused the attention of operators to manage the quality of customer experience.
According to forecasts ABI Research, the market CEM-making in the field of mobile communications in the world will grow from $ 230 million in 2012 to $ 14 billion in 2018, ie more than 60 times.
According to one definition, "Managing user experience (CEM) - a set of processes used by the company to track, control and organization of each event of the interaction between the consumer and the supplier during the period of use of the product or customer service. The main objective is to optimize the CEM all elements customer interaction in order to increase customer loyalty and reduce churn.
With the saturation of the mobile market and the growth of competition in the Russian mobile operators are increasingly focused on the client experience. Customer loyalty - an important factor for Russian operators, especially in view of the entry into force of the law on the preservation of subscriber numbers when changing from one operator to another (MNP).
It is expected that a large part of the market CEM will be connected to high-speed 3G networks and 4G, which will be dominated by the volume of traffic, so it is in this segment will be mainly focused the attention of operators to manage the quality of customer experience.
According to forecasts ABI Research, the market CEM-making in the field of mobile communications in the world will grow from $ 230 million in 2012 to $ 14 billion in 2018, ie more than 60 times.
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