By Astellia

Customer Experience Management is certainly one of the biggest current buzz words in the mobile arena. A lot has been said and written around CEM but still there is no unique industry consensus about what CEM actually includes.

From managing the brand’s perception across websites or street-shops to subscribers’ actual appreciation about the services and applications they pay for, Customer Experience Management is claimed to be a part of every business process.

In this paper, Astellia analyze why this focus on subscribers is so important now and what the main drivers are for this shift in operator’ focus from being mostly network oriented to customer centric.

In the second part we analyze what the requirements are to adequately align subscribers’ expectations with the Operator’s key asset: the network.