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Mapping the customer journey is essential for a successful digital transformation

John Abraham Principal Analyst, Research

"Communications service providers need to prioritise effective customer engagement to provide a comparable experience to online digital companies."

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Customer expectations have evolved significantly in the digital era, driven by the rise of the Internet-based companies (such as Amazon and Google) that allow customers greater control over their engagement and interactions. Customers have become accustomed to a seamless user experience and real-time control of their services – they expect nothing less from their communications service providers (CSPs). CSPs are therefore under pressure to improve digital user experience, while also providing a consistent interface with their legacy platforms.