POOR CUSTOMER INSIGHT
Advanced Analytics has provided telecom operators with much improved insight on their customers. The customers behaviors are constantly changing. At this moment they always expect to be connected and that the service they use is context-dependent.
Monthly updates of segmentation and churn scores may not provide companies with a proper reflection of the current state, needs and issues of customers. What can be more helpful are decision making processes of marketing, customer experience management or interactions with the customers that are reflecting the constantly changing user context.
Obstacles in making personalization a bigger priority in marketing:
LACK OF OPERATIONAL AGILITY
It takes a lot of time and effort to introduce new marketing campaigns, their design and introduction of temporary products. Business users often require IT support for such tasks, especially in cases which involve any real-time or near real-time data processing.