The "Cloud Technologies Enabling Customer Experience in the Asia-Pacific Telecommunications Sector, 2017" report has been released by Research and Markets and reveals that in light of increasing competition from Over-the-Top (OTT) vendors, customer experience has become the most important factor in decision making for Communication Services Providers (CSPs) to remain customer-centric. Additionally, with rising cost pressures, many CSPs are turning to alternative means for call routing and customer support.

At the same time, Big Data analytics and cognitive intelligence are the emerging technological trends shaping customer experience in the telco sector as well. The rise of Big Data is driving new technologies to capture and analyze large data volumes with advanced data visualization and analytics capabilities. Included in customer experience analytics are the abilities to synthesize operational, usage, and revenue data, to develop customer profiles that can be deployed to enhance the Quality of Experience (QoE), reduce churn, and drive marketing initiatives, among others.

Meanwhile, the growth of cognitive intelligence has massive implications for use in offering personalized customer support real-time, for instance, in the areas of campaign management. With improvements in conversational Artificial Intelligence (AI), another key use case of cognitive intelligence is also in virtual assistants, for effective routing and customer support.

Cloud computing will increasingly serve as the enablement of customer experience, by providing a platform for the collation of customer interaction data to enable a unified 360 view of the customer. Many operators are also utilizing cloud computing to tap into the benefits that a cloud model provides (e.g., on-demand scalability, lowering of IT infrastructure and maintenance costs).

Source: Research and Markets media announcement