Customer Engagement


Research in this programme helps communications service providers (CSPs) to understand developments in the software market that help them to deliver consistent, contextual and personalised engagements across marketing, sales and customer service use cases. Our research supports CSP investments in their engagement capabilities. For vendors, we are focused on helping them understand the needs of their CSP customers, the competitive market landscape and target investments.


  • Impact of 5G SA on lead-to-care platforms
  • New business models (B2B2X, wholesale and complex B2B)
  • Hyper-automation and the impact of AI/GenAI

Questions answered

  • How can CSPs measure and improve their customer experience?
  • How can GenAI be used to automate and improve customer journeys?
  • Where are CSPs in using AI to create a truly zero-touch engagement?
  • Is an adjunct system needed for B2B and B2B2X services?
  • What are the implications of delaying on customer engagement investment?

Programme head Raúl Simmons Pérez

Raúl Simmons Pérez Analyst