The management of the customer experience is becoming increasingly important to mobile operators as they look to streamline their businesses.

Management of the network functions is being outsourced to vendors, while over the top providers and content specialists take leadership of the application and content space. As a result, operators are repositioning themselves primarily as service organisations, and by excelling in the management of customer relationships they can maintain relevance and leverage in the value chain.

But if they are to be successful in this endeavour they will need to make customer service and customer satisfaction absolutely central to their operations in a way that, in many cases, will involve fundamental shifts in corporate mindset.

This whitepaper addresses how operators can implement a three-step strategy to enable them to better tailor their business to customers’ needs.

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