How telcos can retain subscribers

NEW DELHI, INDIA: With fierce market competition and telecom regulator talking tough over mobile number portability (MNP), the customer retention is on every operators’ platter now. Nokia Siemens Networks (NSN), one of the leading telecom equipment and solutions providers, believes that the customer experience management (CEM) is very vital.

The company is banking heavily on its innovatively-designed CEM 2.0 offering. The solution, NSN said, is an unparallel approach that draws customer insight data from several sources. It can fix problems instantly, even without subscribers’ attention to it.

NSN customer marketing manager Anjali Chawla said that CEM 2.0 helps operators to prioritize actions. “The tool can generate revenue insights, roaming reports and failure analysis as well as monitor service quality in pro-active manner,” she informed.

In addition, Chawla said that this solution facilitates the enterprise customers with a host of real-time services that include device configuration and management, and failure tracking and analysis.

A recent study commissioned by NSN, however, points out that network and service quality have the greatest influence on customer retention in mature markets, including India.

Natatrajan Krishnamurthy, customer marketing manager at NSN, said that their focus is to provide flexibility to customers to avail social networks. The solution, he said can be integrated with Facebook.

“We are doing trials worldwide. This can be plugged onto other social networks too and can be integrated with payment gateway,” informed Krishnamurthy.

The performance solutions major is in talks with few top telcos of India, but declined to elaborate further. The NSN has already deployed CEM 2.0 with Bharti Airtel, for latter’s GSM and 3G networks.