With the aim to improve service quality and accentuate customer experience across the region’s telecommunications landscape, Huawei—a leading global information and communications technology (ICT) solutions provider—teamed up with top operators in the Middle East this week to preview new platforms to transform operations towards better measuring & delivering telecom services to local businesses as well as individuals. The discussions took center stage at the recently concluded third annual IQPC CEM in Telecoms Middle East Summit hosted in Dubai, UAE.
Participants acknowledged that telecom operators in both mature and emerging markets are facing stiff competition, with regional operators acknowledging that traditional key performance indicators (KPIs) based solely on their network’s performance do not always reflect what customers are actually experiencing—and thus their satisfaction.
“Today’s public is very demanding and expect not only higher service quality, but also to feel distinguished and for their service providers to offer customized services to fit their lifestyle with a consistent user experience,” commented Mr. Xia Chaojie, Vice President of Delivery and Services, Huawei Middle East. “For the telecom industry, providing a unique and compelling customer experience is the key to boosting brand loyalty as well as operational efficiencies. We have already seen regional operators keen to evolve from an operational-centric strategy to a more customer-focused experience management model, and Huawei is committed to supporting such transformation moving forward,” he added.
A new generation of Customer Experience Management (CEM) platforms is now being advanced within the Middle East to empower operators with a holistic approach to customer service. The main goal is to establish business objectives which can lead operator’s daily operation and processes in a manner that is truly customer-centric. This includes higher visibility to customer’s real experience, exposure to the quality of services they are experiencing, and alignment of new service packages to customer demands.
During the summit, Huawei was honored by industry organizers with the ‘Most Innovative Use of Technology to Improve the Customer Experience’ award for its SmartCare solution.
“To truly create a differentiated experience throughout the whole service life cycle, operators must utilize insights from both their network and their products, viewing customer experience from the end-user’s perspective while leveraging big data analytics to satisfy their customers and pursue necessary actions for the brand and loyal customers,” added Xia.
Speaking during the summit on the theme of ‘Enabling the Transformation with Customer-Experience Centric Operation’, attendees were able to explore Huawei’s innovative and industry recognized SmartCare framework which enables operators’ networks to reflect a more accurate subscriber experience and quickly identify subscriber concerns. A strategic component of Huawei’s professional service portfolio, the award-winning SmartCare solution has already been deployed by several tier-1 global operators and is currently under implementation by leading service providers in the Middle East.
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