AI Starts Making Real Impact on CSPs' Decision Making, Diversification Intensifies - Predictions for 2020

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In 2020, the nature of customer engagement will change as personalisation - how marketing and customer value management actually engage with customers - rapidly matures. This means a change will be required in legacy campaign and loyalty programme management solution architectures (i.e. a move from relational databases of static customer data and batch processes to a real-time online customer profiling and engagement triggering). Those Communications Service Providers (CSPs) who lead the way will tap the real benefits that can be achieved by moving to CE 3.0. Net Promoter Scores in the telecoms industry are low; yet to date there's been relatively little analysis of why. One change lies in clearer answers to the question "Does my operator give me value for my money?".

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