TM Forum Shifts Customer Experience Mindset

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“CEM InFocus 2013, Kuala Lumpur, Malaysia: As a slew of over-the-top services threaten the bottom line of traditional service providers, they are turning to customer data analysis and customer experience management (CEM) initiatives to better understand what their customers want, how happy they are, and how to avoid churn. In fact, according to a survey by TM Forum, 70 percent of service provider attendees at a recent customer engagement workshop in San Jose, Calif., said that creating a customer engagement strategy is EUcritical or very importantEU to sustaining engaged customers and re-engaging profitable disengaged customers. “